Mark Dean Email & Phone Number

Atanta, Georgia, Us

Senior advisor on interdisciplinary industry team assisting start-ups and emerging companies in the food, beverage, and alcohol beverage industries. Services include: NPD, Branding, Marketing, Finance Modeling, Accounting, Business and Marketing Plans, Supply Chain, Compliance, Market Entry and Route to Market, Test market modeling, Launch plans and post launch activation management, and Project Management.

Fr

Hired full time by client after serving in a senior advisor capacity successfully setting up a series of protocols that drove efficiencies and significantly improved program effectiveness and results for an Irish based diary company (Ornua) - brand owners of Kerrygold Irish Cream liqueur. Led marketing effort for portfolio of challenger brands (6) requiring laser focus in optimizing marketing mix with limited budgets and maximizing ROI with resources available.MAJOR PROJECTS AND ACHIEVEMENTS:- Long term growth strategy: Provided thought leadership to the executive team in crafting annual brand plans for assigned portfolio: Marie Brizard cordials, Fruits & Wine by Moncigale, Gautier cognac, Cedar Ridge Whiskey, Tromba Tequila and William Peel Scotch whiskey); portfolio is +160% vs. PY on sales volume.- Strategic Partnerships: To support Marie Brizard liqueur national relaunch, planned and managed highly successful national bartender competition with United States Bartender Guild (USBG), Chilled magazine, and Tales of the Cocktail (2MM+ FB followers); elements included brand education through USBG Master Classes, print and social media (Chilled magazine), leading to finals event at TOTC; drove brand awareness, image and brand advocacy amongst key mixologists and trade influencers; voted one of best events at Tales of the Cocktail, secured local media coverage for event, and was voted a ‘Best Practice’ by global exec and brand teams in France; sales depletions+20% in 2018.- Sales Tools: Due to technical nature of Marie Brizard liqueurs product line, created a series of one of a kind brand education tools to drive key brand features and benefits that supported sell-in efforts by MBWS and distributor sales teams: Bartender Calculator App, Cocktail Recipe Book, Sell sheets.

Retained full time by client after providing a full range of marketing services in start-up, launch and expansion phases of the company. Provided thought leadership and business council to CEO, COO, R&D, SVP of Sales as well as multiple 3rd party agencies in directing all aspects of planning, brand development, marketing and consumer demand generation programming for this award-winning super premium tequila, whose commercial successes led to a strategic partnership with another emerging spirits entity - supported by a $30MM venture fund in 2015.MAJOR PROJECTS AND ACHIEVEMENTS: - Commercial Innovation: Architected brand positioning, strategic and commercial plan development for US launch; achieved +132% sales growth over a three year period. Brand won Chairman’s Trophy in 2015 Ultimate Spirits Challenge, one of the most prestigious competitions in the spirits industry.- Brand Positioning: Orchestrated creation of new master brand communications platform “It’s the spirit that matters” that provided framework for development of integrated marketing campaign, facilitating brand equity growth and consumer demand generation.- Social Media: Executed social media (Facebook, Instagram, Twitter) along with PR initiatives across multiple platforms focusing on content creation, strategic partnership, and local event activations over two years to help build brand credibility, engagement, and ambassadorship. - Consumer and Trade Promotion: Guided development and oversaw execution of promotional campaign “Revelation of Spirit” – 410 events that generated sales volume lift +373%. - Project Management: Led multi-disciplinary team to drive all phases of start-up from finalizing product concept to launch stage.

Boutique, senior level consultancy specializing in start-ups and emerging companies in the Wine/Beer/Spirits industries. Provided disciplined project leadership/management and strategic brand building solutions through multi-year management and project engagements.MAJOR PROJECTS AND ACHIEVEMENTS:- New Product Launches: Retained as lead consultancy for three (3) start-up companies in the spirits industry. Acting as CMO, collaborated with CEO, COO and Board of Directors in leading strategic product launch and expansion initiatives for three new Super Premium spirits in the US. Services included: Marketing, sales and launch plan development, Marketing budget formation, Investor Pitch Kit creation, Distributor/Wholesaler identification and selection, Market entry / Trade channel / Key account prioritization, 3rd party vendor / agency selection and management, KPI metrics planning and monitoring, as well as generating Monthly, Quarterly, and Annual financials and business review presentations. Commercial successes resulted in securing combined $4MM investor funding for market expansion. - Strategic Planning: Directed the design of a five year strategic plan for a global FMCG client.- Data Analytics: Authored several market intelligence studies in separate project assignments which identified white space voids and areas for potential market entry.

Pembroke, Bm

Appointed to newly created business unit to help lead the development of new product concepts for US market. Process included: Ideation, concept creation & testing, product development, consumer research, market test, and business case/P&L formation. Worked collaboratively in diverse and ambiguous business scenarios while leading cross-functional teams in R&D, Operations, Business Analytics, Market Planning, Sales, Field Marketing, Promotions, Global Supply, and Finance.MAJOR PROJECTS AND ACHIEVEMENTS: - New Product Development: Participated in the creation of new business models and processes which supported the development of an innovation pipeline of new product concepts grounded in marketplace assessment (white space), consumer/customer insight validation, market test modeling, and value creation case studies. This included development of company's first systematic framework (Stage-Gate process) for prioritizing and managing all NPD initiatives. Became Best Practice and SOP for all global NPD initiatives. - Global Innovation Product Pipeline: Selected to represent U.S. on 18-month global multi-disciplinary Innovation Task Force chartered with creating new product concepts to fill global innovation pipeline funnel. Generated 30 new product concepts of which two were launched into test market phase with potential to deliver measurable shareholder value. - Financial Margin Enhancement: Led cross functional team to re-engineer new product concept which captured a 19% savings ($1.3MM) in Cost of Goods to achieve financial hurdle rate, and rescue the NPD project from cancellation.

Pembroke, Bm

Recruited to lead national US marketing function - including P&L management - for assigned brand portfolio that contributed $125MM in supplier revenue (+$300MM in retail sales) and $54MM in net profit. Provided strategic vision and leadership in developing re-positioning strategies to address brand health issues for a line of mature, but under-performing brands: M&R Asti (the #1 sparkling wine in the world), M&R Prosecco, M&R Vermouth, Disaronno (#1 Amaretto liqueur), and B&B Cognac liqueur.MAJOR PROJECTS AND ACHIEVEMENTS: - Brand Revitalization: Orchestrated revival of an iconic 101 year old Italian brand - Disaronno amaretto liqueur which had been in decline prior to arrival. Effort included consumer research, new positioning, and integrated marketing campaign. Stabilized brand, grew volume +60% over four years and doubled net profit to $9MM. Received spirits industry Hot Brand (Comeback Brand and Established Growth Brand) awards for three consecutive years.- 360 Degree Advertising Campaign: Oversaw the creation of a new multi-media ad campaign for Disaronno. Launched new ad “Ice Cube” with cable TV and print media overlay, including exclusive sponsorship/product placement for new reality TV show “Queer Eye for the Straight Guy”, Internet, digital and PR elements. Achieved significant increases in key brand attribute and brand health measures on: Awareness, Relevancy, Loyalty, Market Share, Value. Strong collaboration with Italian brand owners. Campaign was rolled out and utilized outside of U.S.- Franchise Repositioning: Accelerated growth on Martini & Rossi sparkling wine via two line extensions: a single serve package (187ml) and a prosecco style wine. Resulted in expanding brand offerings through new category, new trade channels, new usage occasions, and recruiting younger consumers into brand's franchise. Brand's image improved and grew net brand profit contribution by 10%.

London, Gb

Recruited to lead development and execution of pan-regional (SE USA) strategic brand building initiatives for one of company’s most profitable brand portfolios that generated $105MM in revenue and $36MM in net profit: Bailey’s Irish Cream, Malibu Coconut Rum, Sambuca Liqueur, George Dickel whiskey, Appleton Rum and TGIF cocktails. MAJOR PROJECTS AND ACHIEVEMENTS:- Brand Management: Delivered YOY top and bottom line growth exceeding aggressive brand goals for three consecutive years in the face of new brand entry / heavy competitive activities. - Cross-Partnership Consumer Promotion: To drive deseasonalization of Baileys Irish Cream liqueur, worked with Island Oasis, to create and execute a very successful summer promotion which supported a new 'everyday indulgence' positioning for Baileys. Key components included a series of delicious, refreshing cocktails supported by high impact POS materials and trade media. Resulted in +20% lift over baseline driven by new trade channel penetration and new consumption occasions for Baileys consumers. So successful was the promotion that it led to ‘Baileys Over Ice’ new TV thematic campaign.- Music Promotion: Co-ideator of Malibu’s first music-themed strategic platform ‘Loud & Clear’. Elements included up and coming band sponsorships, mobile sound recording studios, PR, and Website launches. Increased sales +26% over goal, generated new CRM initiative and Voted #1 program by US sales team.

Ba, Marketing, Psychology

Executive Course Work: Project Management, Finance, Executive Leadership