Niki Charles Email & Phone Number

Beam Suntory Director East + Central (CO | CT | MA | NY | NJ | RI | TX)

New Jersey, United States

Beam Suntory Associate Director East + Central (CO | CT | MA | NY | NJ | RI | TX)

New Jersey, Massachusetts, And Connecticut

• Regional agency and client point of contact for New York, New Jersey, Connecticut, and Massachusetts
• Responsible for integrating agency planning and components of brand strategy and bringing to market
• Recruit, interview, train, and manage a team of over 100 employees including Brand Ambassadors, Market Managers and Local Coordinators
• Manage success of all sampling executions and execution teams including Operations Manager, Market Coordinator, Market Managers and Logistics Coordinators
• Oversight of execution budget, incremental scope of works, payroll, key performance metrics
• Identify and evaluate key programming efficiencies, provide quantitative feedback on areas of development, and on-going strategies for achievement of program goals

New Jersey, Massachusetts, And Connecticut

• Market agency and client point of contact for Beam Suntory teams for New Jersey, Connecticut, and Massachusetts
• Recruited, interviewed, trained, and managed team of over 50 employees including Brand Ambassadors, Assistant Market Managers and Local Coordinators
• Scheduled event staff and managed all market communication with vendors, clients, and internal teams
• Managed and reconciled market budgets and event allocation pacing
• Managed warehouse and ensured POS kits for events were properly distributed
• Managed event call report completion and accuracy and provided weekly client recap report

Las Vegas, Nevada, United States

• Developed field and market plan for RJ Reynold Vuse Vapor program for Las Vegas market by creating uniform guidelines, designed training material, and brand ambassador schedule
• Gathered local intelligence, competitive landscape, and observations for client updates and reporting
• Oversaw the recruiting process utilizing agency tools and resources to source, interview, hire, on‐boarding candidates, and payroll
• Produced and tracked local market budget of $300,000 and asset inventory
• Produced and tracked local market Brand Ambassador schedule

Las Vegas, Nevada, United States

• Developed field and market plan for RJ Reynold Vuse Vapor program for Las Vegas market by creating uniform guidelines, designed training material, and brand ambassador schedule
• Gathered local intelligence, competitive landscape, and observations for client updates and reporting
• Oversaw the recruiting process utilizing agency tools and resources to source, interview, hire, on‐boarding candidates, and payroll
• Produced and tracked local market budget of $300,000 and asset inventory
• Produced and tracked local market Brand Ambassador schedule

Nevada, New Mexico, And Arizona

Effectively led the strategic evaluation of event selection, activation, and sponsorship for the portfolio of Diageo brands in the Nevada, Arizona, and New Mexico regionPlanned execution of Diageo hyper-local activations to drive awareness, trial and salesOversaw and collaborated with local city consultants in designated areas within the region to identify.

Las Vegas, Nevada Area

• Managed staff of Brand Ambassadors including scheduling and training on Autonomous Shuttle Program
• Responsible for Brand Engagement initiatives and Brand Strategy of both A2Z and our clients.
• Pitch and implement Brand Engagement initiatives to increase ROI and ROE
• New Business Development (B2B)
• Produce event programming and manage creative experiences
• Monitor pre/post event engagement, including impressions and metrics

Las Vegas, Nevada Area

Grew Stella Artois NOVA placements in on-premise, off-premise and non-traditional accounts.

• Maximized sales and brand execution working with key accounts and sales team for over 20 brands including Patron, Jack Daniel’s, Bacardi, Grey Goose, and Stoli Vodka
• Increased brand awareness by utilizing and encouraging POS placement
• Increased sales through design of drink list, menus, signature drinks, price features, promotions, and staff trainings

As Sales Manager of UPTOWN Magazine, I oversaw the marketing and sales for the DC market.

As Key Account Manager, I secured brand placements, menu placements, activated promotions, and sponsorship.

Masters Of Tourism Administration, Meeting And Event Planning

Bachelor Of Arts - Ba, Mass Communication/Media Studies