Brand Strategy, Project Management, Event Production, Campaigns, Digital & Social Media

Leading a team of 16 members and multiple agencies to create and implement B2B and B2C interactive marketing communication and go-to-market strategies that acquire new and retain existing subscribers, drive awareness and engagement, and revenue for Mobile, Home & Entertainment, Business Solutions, and Digital Services.

As HOD for Wisynco International Beverages Marketing team, led the 26-member team, including Brand Management, Digital, Promotions, Trade Marketing, Marketing Operations, and Sponsorship and Events teams, to deliver best-in-practice executions.The portfolio includes 6 brands and 2 portfolios representing 20M cases annually, representing 63% of Wisynco's revenue. The beverage portfolio achieved 28% growth in the first ten months of FY22.In addition, the portfolio boasts the #1 brand in 4 beverage categories, all achieving growth YOY, i.e., water (+44%), flavored water (14%), energy drinks (+14%), and juice(+20%).Day-to-day team management includes setting priorities, directing marketing routines and policies, research, brand strategy development, driving brand calendars, forecasting, inventory alignment, product launches, strategic partnerships, social media management, content curation, consumer and trade programs, PR, and events.Digital achievements are highlighted by the pioneering and development of a WhatsApp Bot, which improved accountability, quality of execution of brand ambassadors in the field, and in-store trade execution of sales and merchandising teams.Additionally, increased brands and corporate presence online via the maintenance of the corporate website, e-commerce via retail partners, and social media marketing with 23 social media profiles, which have achieved a net audience growth of 24.8% and increased engagement of 22.2%, amounting to over 460K fan/followers over two years.Via a strategic brand partnership with an acclaimed artist, produced a Black Carpet event that garnered an online audience of over 420K viewers globally.In 2018, as a Coca-Cola bottler, Jamaica was recognized for the highest growth of the Coca-Cola trademark brand in the LATAM & Caribbean region.

Event production and management: tradeshows, product promotion, brand development, fundraiser, corporate events, TV/Film premiers, and launch events. Projects included: HBO Insecure Season 3 Premiere, BET Experience, and YouTube Influencer Dinner.

Implemented CRM, in-store promotions, and merchandising plan generating over $600K in sales. Ranked 1st in the district for sales per hour and 3rd for revenue in the 2016 western region in retail.

Collaborated with 2 LOBs and Artist Relations to develop content for social media and maintained 3 company websites, including Eastmanguitars.com, Eastmanwinds.com, and Eastmanstrings.com, using Nation Builder and Square Space platforms.Scripted, scheduled content for 10 company social media profiles, including Instagram, Facebook, Twitter, and YouTube, ensuring consistency in brand messaging, image quality, and fan engagement.Collaborated with external production partners, photographers, graphic designers, and vendors as needed for campaigns.Assisted with the content curation of the 2017 product catalog and trade show displays via copy editing and image touch-ups utilizing PhotoShop and Illustrator.Implemented and customized an online conversion store locator tool with 450 distributors via Storemapper to generate sales.

Assist VP Accounts in the development and execution of client campaigns for clients, including, but not limited to, Netflix, Amazon, Lifetime, TNT, SyFy, and HBO.Assisted in developing agencies' brand strategy, including but not limited to customization of new business presentations, internal staff newsletter, and key art award submissions.Research consumer insights and industry trends and summarize TV show scripts to brief graphic designers on developing proposals.Managed timelines with the creative team to ensure adequate communication flow and timely submission of concepts to clients.

Developed marketing plans, managed multi-million budgets, and all marketing-related activities for Coca-Cola, Sprite, Powerade, Minute Maid, Schweppes, Ocean Spray, and CranWATA to achieve sales goals.Executed annual and global partnerships contracts, including Olympic and FIFA World Cup Trophy Tour, Burger King, Dominoes, Sandals Resorts i.e., marketing allowances or rebates, special events, co-op, retail branding plans and audits, and product training. Managed all creative and execution agencies from ideation for media campaigns, events, social media, and partner programs.Conducted annual research and analysis using Brand Dynamics research, focus groups, and Omnibus surveys to measure the effectiveness of messaging, media campaigns, promotions, and consumer behavior.Utilized consumer insights to develop content via multiple social channels, i.e., YouTube, Facebook, Instagram, Twitter, promotional websites and pop-up pages, direct mobile consumer messaging, videos, voting, and text-in contesting.Analyzed and monitored KPIs from online ads, web pages, and social pages, i.e., Strutta and Offerpop, and post-activation.Worked with LOB and partners on NPD and co-licensed products to meet market needs, increase revenue opportunities and increase POD by approx. 70%.Managed all internal and external marketing communication for product launches, including messaging, logo, brand guidelines, trademarks, artwork for packaging, sales collateral, customer letters, Q&As, and POS.Presented on marketing budgets, strategy, and results based on established KPIs to Sales, Global team, Directors, and C-level Executives as needed.Conducted brand and merchandising training with over 500 consumer interfacing staff to ensure consistency in brand messaging.Developed retail merchandising planograms to optimize brand visibility in-store on-shelf and custom display units.

Implemented effective marketing campaigns and trade programs and launched Ocean Spray WATA co-licensed product which led to Jamaica achieving the highest per capita consumption of cranberry juice globally.Supported program outreach by managing marketing communications, public relations, and government affairs to maximize branding initiatives.Identified, implemented, and enhanced marketing strategies by accounting for factors such as organizational objectives, market trends, and costs.

Developed communications strategy with product development roadmap and initiatives to stimulate subscription, increase usage, and sustain loyalty with a multi-million budget.Effectively managed four direct reports, including Outdoor Media Planner, Procurement Manager, Senior Marketing Executive, and Coordinator.Collaborated with Channel/Sales, Customer Service, Legal, and Product Development for input on positioning and integral product-specific details when developing collateral and communication briefs.Directed all media campaign creative and plans via agencies or media houses directly while synergizing with Corporate Communication Department /PR for maximum exposure.Directed the content creation for the b-mobile brand website.Monitored communication effectiveness through surveys, focus groups, and sales data analysis to ensure the brand messaging, promotions and sponsorships engaged consumers.

Developed PPT presentation with customized marketing solutions leveraging CCE assets, including Music, Motor Sports, Theater, Family, SFX Sports Festivals/ Exhibitions, and College Tours, in response to RPFs from sales teams.Executed extensive brand and industry research Lexus Nexus, Hoovers, Cross Tab, Adweek, Brandweek, Billboard, and Variety.Obtained vendor specifications and artist bios for the execution of development and custom programs.Managed marketing intranet inclusive of PPT decks and target company research.Managed overall administrative office operations for the department and directly assisted VP of Marketing Solutions and VP of National Sales (Kevin Churnett); Mentee to Maureen Ford.

Oversaw new product rollouts and program changes for Taxi Media advertising campaigns.Grew brand awareness by increasing market penetration with industry-focused approaches for the Music and Fashion industries.