Lara Ishman Email & Phone Number

Raleigh, North Carolina, United States

Raleigh, Nc

• Localize the national brand, package and channel strategies for effective execution at the regional level. • Create and execute regional brand, package and account specific marketing programs that capitalize on regional market trends, consumer preferences and demographics. • Provide local marketing support throughout the North and South Carolina market for thirty bottlers, which includes the second largest bottler in the United States. • Manage the activities of the advertising/promotional agency partners. • Develop and execute sports marketing and community development marketing strategies.

Directly responsible for managing one “AA” Distributor’s On-Premise department consisting of two marketing managers, one sales manager, two area managers, six district managers, four consultants, telemarketing and forty three salespeople. • Responsible for entire Chicago On-Premise Metro accounts. • Manage customers to successfully execute Spirit sales team Brand plans in order to achieve local market dominance. • Manage brands to achieve individual brand goals in terms of sales, profits, share, and volume distribution by size, market presence and dominance. • Manage territorial and personal budgets to ensure the successful execution of territorial brand plans. • Directly responsible for managing the Distributor’s On-Premise Marketing Department that consists of six individuals. • Responsible for coordinating and executing special events and sponsorships.

Metro New York

Directly responsible for managing all aspects of the On-Premise channel for assigned spirits brands in Metro New York. Meet brand objectives and depletion goals by managing distributor, supplementing distributor efforts in key retail accounts, and managing On-Premise agencies. • Establish and maintain market knowledge for the purpose of sales forecasting - developing effective business plans and setting goals. • Work closely with distributor sales people, beverage directors, and marketing agencies to promote Brown-Forman products. • Build and maintain relationships with key decision-makers, waitstaff and barstaff. • Responsible for $100,000 brand budget which includes planning, implementing, executing, and evaluating.