Khumeia is a global marketing consultancy specialising in trade advocacy & luxury on-trade experiences. Our mission is to transform your brands relationships with bartenders to foster enduring trade advocacy. We deliver creative solutions that boost brand awareness and loyalty while ensuring stand out presence in premier bars & restaurants.

- Led the global World Class program spanning competition, festivals, content and industry forum- Led the global Brand Ambassador & Reserve Advocacy strategy - Managed a team of 6 Global Brand Ambassadors- Initiated the culture-first documentary Spirit featured on Prime Video and showcases the story of three World Class bartenders

- Managed a range of stakeholders in over 50+ markets to deliver consistent execution of World Class brand strategies - Drove brand equity and liquid on lips by collaborating with influencers for World Class & Talisker by tapping into the cultural conversation through emerging consumer trends - Exploded World Class Cocktail Festival to over 200 events each year by using insights to create new consumer experiences for at home and in venue consumption occasions - Delivered positive… Show more - Managed a range of stakeholders in over 50+ markets to deliver consistent execution of World Class brand strategies - Drove brand equity and liquid on lips by collaborating with influencers for World Class & Talisker by tapping into the cultural conversation through emerging consumer trends - Exploded World Class Cocktail Festival to over 200 events each year by using insights to create new consumer experiences for at home and in venue consumption occasions - Delivered positive news stories for Diageo Reserve brands via PR and management of World Class social media (Facebook and Instagram)- Demonstrated entrepreneurial spirit by identifying emerging consumer trends and leveraged influencers to drive liquid on lips via Talisker & Oyster pairing rituals - Developed extraordinary brand experiences at events such as the World Restaurant Awards, Talisker Whisky Atlantic Challenge and the global World Class Bartender of the Year- Led a transformation of Diageo Reserve Trade Advocacy program; World Class Studios to be adapted for the online environment Key Achievements:- Initiated a global media partnership with Vice to drive awareness, participation and commercilisation of World Class Cocktail Festival across 7 cities - Created a world first virtual bar safari experience in partnership with London Cocktail Week and The Drinks Drop - Step-changed the World Class Global Bartender of the Year Glasgow event in 2019 to be a showcase for Diageo Reserve brands to win in experiential through innovative and engaging brand spaces- World Class Global Bartender of the Year 2019 achieved the highest media coverage to date with over 2,600 media articles (vs 1,900 in 2018) and 40+ million earned social reach (+81% increase vs 2018) Show less

- Led the expansion of CUB’s High End Company (International Premium & Craft brands) into retail - Trained retail teams (sales, trade marketing) to embed High End Company strategy into customer plans- Facilitated briefing, development and execution of new assets required to bring High End Company strategy to life on behalf of CUB customer, category & brand teams including development of premium merchandising solutions - Partnered with CUB Beer Ambassadors to develop content and… Show more - Led the expansion of CUB’s High End Company (International Premium & Craft brands) into retail - Trained retail teams (sales, trade marketing) to embed High End Company strategy into customer plans- Facilitated briefing, development and execution of new assets required to bring High End Company strategy to life on behalf of CUB customer, category & brand teams including development of premium merchandising solutions - Partnered with CUB Beer Ambassadors to develop content and rollout plan for venue and consumer staff training- Partnered with CUB change management team, commercial planning team to embed the High End Company strategy into existing business rhythms and processes Show less

- Responsible for converting champagne, wine and spirits brand plans into strategic programs relevant for the on premise ensuring they deliver a three-way win (customer, consumer & brand) - Created the Moet Hennessy Customer Marketing Everyday Fundamentals which converts insights into action to deliver executional excellence across the on premise- Created and implemented an ROI tool for on premise activity to measure effectiveness of on premise activation's and to deliver commercial… Show more - Responsible for converting champagne, wine and spirits brand plans into strategic programs relevant for the on premise ensuring they deliver a three-way win (customer, consumer & brand) - Created the Moet Hennessy Customer Marketing Everyday Fundamentals which converts insights into action to deliver executional excellence across the on premise- Created and implemented an ROI tool for on premise activity to measure effectiveness of on premise activation's and to deliver commercial success- Management and development of full time National Activations Manager- Embed On Premise Joint Business Planning within Moet Hennessy and facilitated across key groups including Merivale, Star Entertainment Group, Solotel, Roar Projects, Public House Management Group, Melbourne Racing Club & Dixon Hospitality Show less

- Led and delivered all aspects of the World Class Australia competition managing a range of internal and external stakeholders to deliver widespread advocacy and long term legacy- Worked in conjunction with World Class Ambassador to deliver competition challenges based on the latest trends partnering with globally recognised food and drink talent to add credibility for trade and inspiration for consumer - Created and launched innovative consumer experiences entrenched in culture… Show more - Led and delivered all aspects of the World Class Australia competition managing a range of internal and external stakeholders to deliver widespread advocacy and long term legacy- Worked in conjunction with World Class Ambassador to deliver competition challenges based on the latest trends partnering with globally recognised food and drink talent to add credibility for trade and inspiration for consumer - Created and launched innovative consumer experiences entrenched in culture utilising global influencers via World Class Cocktail Week and World Class pop up bars, reaching over 15,000 consumers- Owner of World Class Drinking editorial partnership with Broadsheet: showing consumers what, where and how to drink; rewarding venues who create vibrant drinking experiences - Delivered positive news stories for Diageo Reserve brands via PR and management of World Class social media (Facebook and Instagram)- Accountable for delivering the Ketel One brand P&L managing global communications and analysis for Diageo joint venture Show less

- Owner of Reserve brands shopper marketing programmes in the on premise channel- Responsible for the Reserve 365 essential strategy including global catalogue- Led the creation of World Class Drinking BTL strategy rewarding venues who create vibrant spirits experiences using Diageo brands via PR amplification, and revenue/footfall driving incentivesDiageo Global Customer Marketing Centre of Excellence Moment of Choice Awards:- FINALIST in the ‘best On Trade time-bound… Show more - Owner of Reserve brands shopper marketing programmes in the on premise channel- Responsible for the Reserve 365 essential strategy including global catalogue- Led the creation of World Class Drinking BTL strategy rewarding venues who create vibrant spirits experiences using Diageo brands via PR amplification, and revenue/footfall driving incentivesDiageo Global Customer Marketing Centre of Excellence Moment of Choice Awards:- FINALIST in the ‘best On Trade time-bound activation’ category – with the BULLEIT STEEPED AND STIRRED programme Show less

- Understanding / appreciation of customer category dynamics & business models and ability to apply these to create & implement differentiated shopper marketing programs with our customers- Ability to work cross functionally with internal & external stakeholders / partners to deliver plans & activities.- Leverage insights generated from the shopper and channel learning plan and translate into action plan in Retail- Partner with the Consumer Marketing Teams to build the Annual… Show more - Understanding / appreciation of customer category dynamics & business models and ability to apply these to create & implement differentiated shopper marketing programs with our customers- Ability to work cross functionally with internal & external stakeholders / partners to deliver plans & activities.- Leverage insights generated from the shopper and channel learning plan and translate into action plan in Retail- Partner with the Consumer Marketing Teams to build the Annual Shopper Marketing Calendar- Led the creation of key category marketing initiatives Show less

Secondment position working on Ketel One Vodka, CIROC Vodka, Rochdale Cider and cross category platforms such as Mixionary.com. - Ownership of off and on premise activity for Ketel One & CIROC- Project management of Mixionary.com & cross category platform coms including digital integration in BTL and ATL- Maintaining strong relationships with key agency contacts- Ownership of Ketel One sponsorship activations and BTL growth drivers- Assisting with the project management… Show more Secondment position working on Ketel One Vodka, CIROC Vodka, Rochdale Cider and cross category platforms such as Mixionary.com. - Ownership of off and on premise activity for Ketel One & CIROC- Project management of Mixionary.com & cross category platform coms including digital integration in BTL and ATL- Maintaining strong relationships with key agency contacts- Ownership of Ketel One sponsorship activations and BTL growth drivers- Assisting with the project management and launch of the CIROC Collective Show less

Clients: DiageoBrands: Smirnoff, UDL, Bundaberg Rum, Johnnie Walker, Jose Cuervo, PIMMs, Tanqueray, J&B, Ciroc, Ketel One

o Developing and implementing BTL consumer promotions from concept to completiono Managing and collaborating with suppliers to deliver the best solutionso Identify and contact new business opportunities o Actively service and pre-empt client requirements and requestso Managing budgets, timing plans and legal across all campaignso Management of WIP and invoicing o Sound understanding of promotional insuranceo Prepare and facilitate brainstorms and assist with the… Show more o Developing and implementing BTL consumer promotions from concept to completiono Managing and collaborating with suppliers to deliver the best solutionso Identify and contact new business opportunities o Actively service and pre-empt client requirements and requestso Managing budgets, timing plans and legal across all campaignso Management of WIP and invoicing o Sound understanding of promotional insuranceo Prepare and facilitate brainstorms and assist with the filtering and strategic development of promotional conceptso Managing all aspects of creative process from briefing to final arto Identify and share industry / category solutions and research o Extensive liquor knowledge having worked exclusively across CUB & Pernod Ricard brands such as VB, ABSOLUT, Kahlua, Jacob’s Creeko Managing and developing a full time Account Executive since Jan 2012 Show less

Working alongside advertising, marketing and sales agencies developing travel solutions to compliment campaigns. - Creating, implementing, and hosting large groups of prize-winners and trade incentive trips to overseas destinations- Identify and contact new business opportunities- Actively service and pre-empt client requirements and requests- Development of monthly newsletter eDM including travel news and current campaigns- Creation and management of F2T facebook… Show more Working alongside advertising, marketing and sales agencies developing travel solutions to compliment campaigns. - Creating, implementing, and hosting large groups of prize-winners and trade incentive trips to overseas destinations- Identify and contact new business opportunities- Actively service and pre-empt client requirements and requests- Development of monthly newsletter eDM including travel news and current campaigns- Creation and management of F2T facebook page- Managing junior staff memberExperience in working across a broad range of FMCG & electronic clients. Show less

Client: Coca Cola