Neil Sutherland Email & Phone Number

London, Gb

Pembroke, Bm

Pembroke, Bm

Lead strategic partner & ‘voice of the consumer’ to the Global VP Dark Spirits & Global Brand Directors. Member of the Dark Spirits Global Leadership Team & Global Consumer Insight Leadership Team. Responsible for all consumer and commercial insight for Bacardi’s dark spirit portfolio globally: Dewar's Scotch Whisky, William Lawson's, Aberfeldy, Aultmore, Craigellachie, Royal Brackla & The Deveron. Otard Cognac, D'Usse Cognac & Benedictine. I mainly focus on consumer & new market understanding, creative development, measurement and evaluation of campaigns, as well using commercial sources to identify opportunities for growth. In the past year there has also been a significant time investment in strategic projects such as global brand positioning (Dewar's, all 5 single malt brands, Otard and D'Usse), brand architecture and understanding codes for growth. We are the fastest growing major blended scotch & cognac manufacturer in the industry (IWSR 2014).

Pembroke, Bm

Responsible for all insight (shopper, business, market & consumer insight, passenger & tourism data) in the Bacardi Global Travel Retail division. An entirely new role for the business I set up and led an insight function that became central to both the commercial agenda with our customers and development of activity for our marketing team.

Pembroke, Bm

Responsible for the collection & analysis of global continuous research data for global marketing.- Development and implementation of the monthly board reports summarising market share (AC Nielsen or other) and brand health (millward brown) of the company’s top 50 Brand-Market combinations. Including commentary and analysis of performance provided to the companies most senior leaders.- Ad Hoc projects such as price elasticity analysis on William Lawson’s setting benchmarks for high/low promotional pricing.

London, Gb

Responsible for all off trade consumer & shopper research across all spirits brands.Working across all brands I was responsible for:- Owning the insights behind ‘Joined Up Business Planning’ (JUBP) and driving the process across brand, customer and category teams- Development of leading insights on how shoppers behave during the recession and the implications for our brand activities and customer development- Developed relationship with Head of Research at Morrisons (top 4 retailer), leading to commercial opportunities- Line Management responsibility of the Market Planning Manager- Acted as a ‘consultant’ to partner the brand planners on all aspects to do with shopper understanding.

København V, Hovedstaden, Dk

Role: An international commercially focussed role based at Carlsberg global HQ in Copenhagen. My brief was to manage & drive an insight based customer development agenda across all our markets. Achievements:- Development and implementation of the global customer development strategy for the on trade- Introduction & roll out of ranging and merchandising tool to markets and implementing best practice- Introduction of on line virtual store to markets for insight generation- Design and implementation of the Carlsberg Customer Development Academy & Field Sales Academies- International ‘sparring partner’ for markets on category management- Delivery of shopper insights to the business for on and off trade & development of POS Guidelines- Ad hoc projects – e.g. developing on trade commercial strategy for the Ukraine

København V, Hovedstaden, Dk

Role: Responsible for all category, shopper and market insight to the business, and category management for the on trade.Achievements:- Building insight into a central part of developing existing accounts and winning new business- Introduction and implementation of new data sources, such as TGI- Development of ranging and merchandising principles for the on trade- Department budget control & line management responsibility of the Category Insight Executives.

København V, Hovedstaden, Dk

København V, Hovedstaden, Dk

Chicago, Il, Us

Bachelor Of Arts (B.A.), Marketing

Education record