Fletcher Buchman Email & Phone Number

Atchison, Kansas, US

St. Louis, MO, US

St. Louis, MO, US

• Recruited to lead strategic development and execution of brand positioning and communication for Luxco Whiskey brands for one of the nation’s leading, privately-owned beverage alcohol companies featuring a portfolio of.
• Managed brand growth strategy by identifying category opportunities in developing strategic marketing plans to leverage the positioning of Lux Row Distillers brands, including Rebel Yell and Ezra Brooks bourbons to.
• Oversaw relationships with internal teams and agency partners to develop, produce, and execute packaging, innovation, advertising, point-of-sale, trade marketing, and consumer programs to drive awareness and create.
• Lead creative development to ensure programs and tactics maintained brand standards and equities, and were produced and delivered on budget and on time through established processes; coached and motivated Assistant.
• Created and executed custom-built motorcycle giveaway program to build engagement with Rebel Yell consumers.
• Led innovation by successfully launching 13 new brands to balance out portfolio with high-end products; managed concept development, package design, and creative process; coordinated launches with sales team.

St. Louis, MO, US

• Promoted to manage brand marketing and advertising strategy including creative, retail, geographic and packaging initiatives.
• Created innovative marketing strategies and provided leadership and direction to agency partners to bring brand direction to life by building brand image, increasing brand awareness, and delivering the most impactful.
• Managed Shock Top innovation and brand launches, including consumer research, financial planning, packaging creative design, and launch communication.
• Oversaw brand creative development with multiple agencies for all Shock Top media and retail executions.
• Developed and implemented the “End of the World” program in 2012, a year-long 360 degree program to promote Shock Top with media, PR, innovation, and retail activation, culminating at the bunker at The Greenbrier.
• Managed Shock Top digital marketing programs, including social media strategy and digital creative development; led Facebook page growth from 26,000 to 1 million fans in less than 2 years; developed and launched.

St. Louis, MO, US

• Promoted to manage national print and digital media placements for the entire A-B brand portfolio in North America.
• Led all media buying activities for print and digital media, supervising a Media Buyers, and utilizing an annual budget of $30+ million to cost-effectively leverage various media opportunities while expanding brand.
• Managed and developed relationships, researched demographics, and negotiated agreements with various media outlets.
• Developed, coordinated, and implemented successful national print promotions to increase brand awareness and drive sales at major off-premise accounts during key selling seasons.

St. Louis, MO, US

• Promoted to develop and manage media strategies/plans working directly with Brand Marketing teams.
• Interacted directly with Brand Managers, Wholesalers, Field Sales, Legal, and Geographic Marketing personnel to develop insightful annual media strategy and to plan, coordinate, and execute media plans and promotions.
• Applied in-depth agency and field media experience to analyze consumer insights, identify key communication targets, and guide strategic media plan development while ensuring consistency across all elements for the A-B.
• Evaluated national and local media opportunities to assess relevance and ensure alignment with the unique goals and strategies for 16+ brands, including the Bud Light and Michelob families. competition.

St. Louis, MO, US

• Recruited to manage local media buying activities for Anheuser-Busch wholesalers in Kentucky, Tennessee, and West Virginia.
• Worked closely with senior-level management at 16 regional wholesalers to develop and execute media plans which maximized the value and effectiveness of media reach to promote the A-B portfolio in local/regional markets.
• Negotiated and purchased local media including radio, print, outdoor, and local sports contracts.

• Recruited and promoted after two years in a Media Planning/Buying role for a variety of clients for an ad agency which creates, manages and leads effective, research-driven campaigns for corporate and political clients.
• Developed media plans and strategies utilizing the full spectrum of media outlets to achieve client objectives.
• Researched media opportunities, and presented recommendations to internal and external customers.
• Negotiated, bought, and placed TV, radio, cable, print, and outdoor advertising.

Washington, DC, US

• Recruited to manage project workflow, design, and layout for newspaper ads for a full-service, general interest daily newspaper in the nation's capital, regarded as “America’s Newspaper”.
• Utilized strong project management skills to support advertising sales teams as the liaison between multiple advertisers and the newspaper production team, to ensure proper design and placement of print ads in a.