Brand Activation lead for Bacardi rums in the UK On Trade. Planning and execution of the Bacardi rum programs with a strong cross functional team across Consumer, Advocacy and Sales. Our primary focus was resurrecting ‘the sleeping giant’ of our portfolio (the Bacardi rum brand), by ensuring that the brand was and is once again relevant to Generation Z’s and millennials, whilst maximising our distribution and driving profitable growth via equity building and best in class activation. 

During this incredible role I was responsible for a number of key projects, some of which are listed below but I could not have achieved without the support of a wonderful team:The 28K Run, Sun’s Out Rum’s Out, Bacardi’s Premium Portfolio Launch, Casa Bacardi X We Pop, Sound of Rum / Casa Bacardi UK Tour, Turn to Rum (M&B), Bacardi X Revolutcion de Cuba Rum Fest, Bacardi X The Alchemist (Publican Awards), Bacardi Residencies, No Straw Por Favor (Revolucion de Cuba), Bacardi Jingle Berry Mojito (Greene King), Bacardi X Meat Liquor Takeover and more…My time in this role really was one I will always remember extremely fondly. At the 2018 Sales Conference I was delighted to receive the Bacardi Founders Employee of the Year award for the UK business. This really was the result of a huge team effort and whilst the award really was the icing on the cake, it means nothing compared to the bonds and relationships I built along the way.

Management responsibility for a team of four Brand Development Executives in the South of England.Account management responsibility for various national and regional accounts (e.g. Wholefoods, Soho House, Wagamama’s, Ignite group and Jamie’s Italian among others). Primarily the focus for our team was to drive Bottlegreen distribution within On Trade end users, Casual Dining groups and national Hotel chains. Whilst increasing distribution of our soft drinks brands in the HORECA sector was 60% of the team’s focus, there was also 40% of our team’s time, which challenged their account managerial responsibilities. These had separate KPI objectives set to ensure our brands had maximum visibility by being activated at the point of purchase within the consumer journey.

As Marketing Manager for soft drinks within the SHS Drinks division, It was my responsibility to oversee and execute the brand plans for Bottlegreen and Shloer within a broad mix of channels.Here's a few headlines of what my role consisted of: • Developed strategy for the On Trade and Foodservice sectors and worked closely with the SNAM’s to understand the best collaborative direction.• Distribution: o Clarified existing distribution status o Developed outlet matrix to understand prospects and opportunities (430 accounts established equating to circa 50,000 distribution points) o Achieved 1,700 new distribution points and approximately 650 range extensions by half year stage of year one• Worked closely to activate the Bottlegreen partnership campaigns for the Out of Home sector and ensured they drove Bottlegreen’s objectives from a commercial angle. • Developed deep understanding of Grocery Multiples by presenting range review process, JBP documents and analysis of spend Vs volume.