Michael B. Email and Phone Number

Managed top priority brands - consisting of Pernod Ricard group most valuable, and international recognized brands like Absolut Vodka, Jameson, Havana Club, Martell, Beefeater, Chivas Regal, Ballantine's among many. The mentioned brands represents a significant part of the local- and international commercial strategy, and my role was to lead the team and develop the business with P&L responsibility to set short- and long term goals. The working environment was multi-faceted and included all from developing market-, category- and portfolio strategies, to implementation of commercial incentives, and RTM optimizations. as well a wide variety of strategic and tactical projects within the Finnish alcohol market. The work included close collaboration with global brand teams, and other markets on various projects, eg. strategies and tools to win in the ever-changing Nordic region. Planning and execution of key customers commercial activities, and sales incentives was a important part of the work. In addition, classic brand and portfolio management was implemented in the daily routines; brand planning, annual and sales period planning / activation, pricing strategies, supply and demand planning and sales forecasts etc.

I was responsible for, and managed the dark spirits portfolio in Finland. I had the local responsibility for global brands like Jameson, Ballantine's, Chivas Regal, The Glenlivet, Aberlour, Redbreast and Martell among others. Brand and portfolio management was implemented in the daily routines including brand and channel optimization, annual and sales period planning / activation,pricing strategies, and sales forecasts.Product-, concept-, and campaign development and launches, consumer insights and budgeting was also part of the responsibilities.The role as Brand Manager also involved managing international Brand Ambassadors. Working and managing people with different cultures and backgrounds gave me notable experience in how to lead,but also the opportunity to help them grow in their own profession.My main responsibilities wereMarketing:Product managementDevelop annual marketing plansBrand building and budgetingMarket-, competitor- and brand analysis New business opportunities Coordination and project leadership of all product changesConcept and campaign development Planning and briefing media activities Consumer engagementSales:Trade marketing mechanics, sell-in, and planningPlanning and production of brand-, market- and sales materialInternal & external communication, campaign executions and follow up reportingFinancial:Budgeting, P&LStrategical pricing, volume forecasting, and cost projectionsEvaluation and projection of competitors pricing strategies

The role of a Brand Ambassador is to serve, be the face, and the voice for a specific brand. I had the great privileged to work with an array of world-renowned super premium and luxury brands within the world of whisky, rum, cognac, gin, vodka and champagne. The main tasks were to be an inspirer, sales person and marketeer for the Pernod Ricard strategical brands with focus on the educational role. On top of the above, the job consisted of numerous educational and tasting sessions for the end consumer. This gave me great multilingual interaction and presentations skills honed through hundreds of performances all over Finland, and abroad.My education, insight and experience within the HoReCa industry gave me the opportunity to further develop the brand ambassador role from staff- and brand education, to focusing on teaching how to deliver a thoroughly 360 degrees end-consumer and brand experience.

Extensive work experience withing the HoReCa- trade, gained in the TOP 10 restaurant / bars in Helsinki.I also had the opportunity run my own bar within a , and was in charge of the VIP-services.Leadership skills gained by being a shift supervisor for over 40 personnel, and managing a greater nightclub complex designed for over 2400 customers.