Tracy Thornsberry Email & Phone Number

Louisville, Kentucky Area

-Manage all activities for Southern Comfort global product development core disciplines including stage gate, innovation pipeline activity, R & D, design, packaging, legal, trademark, supply chain & production- Engage regional marketing teams to explore new product opportunities to actively expand the Southern Comfort trademark-Culminate relative regional consumer insights and new product/flavor trends to provide portfolio guidance-Developing strategic product portfolio framework/vision to standardize future global product expansion-Lead internal and external design agency partners to develop product package and brand visual identity -Cultivate relationship management and product development for external licensing partners-Collaborate with Travel Retail and Military teams to deliver focused channel marketing materials-Maintain budgets for resource management relating to product innovation-Aggregate and disseminate information to all functional disciplines of the Southern Comfort business

Louisville, Kentucky Area

-Strategic development of integrated sales promotion activity consistent with individual brand’s positioning, equity and objectives- Agency management of multiple partners and activities that included search, selection, reviews, negotiations, strategic and tactical direction to achieve key deliverables for below the line activities-Collaborated with stakeholders across US and global brand teams, field sales, agencies and legal to deliver on the objectives of each core discipline as related to the promotion- Led the BTL promotion process for strategy and ideation; writing and delivering creative briefs; development and integration of programs, input/output meetings and results measurement -Achieved key goals under stringent and abbreviated timelines as shown in the development of materials and elements for new packaging launches on Southern Comfort Lime and Finlandia Tangerine & new bottle-Managed US value added packs including gift concept, creative/package design, item sourcing & field communication-Resource management of agency and brand budgets and inventory levels/POS mix-Analysis of key metrics including weekly inventory reports, quarterly reviews of SKU’s, inventory levels, out-of-stock, national promotion orders, obsolete materials and program results-Oversaw key tasks and career development of Sales Promotion Administrator

Louisville, Kentucky Area

-Developed trade marketing promotion process and implemented including planning, Strategy & Ideation meetings, defined promotional objectives & strategies, creative development, production and on-time delivery to the market-Portfolio approach to B-F business. Heavy emphasis on both wine & spirits for key chain retailers in the on and off-premise channel-Managed multiple internal & external agency partners to build integrated core promotional platforms for off/on-premise chain channels and Jack & Coke alliance- Led process to revamp the brand identity and positioning of Jack & Coke - included focus group research and campaign testing-Analyzed promotional results for achieving objectives; material evaluation, consumer pull, and gap analysis-Cultivated key strategic partner relationships for joint promotional opportunities in the off-premise channel-Conducted RFP for an agency search; wrote proposal, led the process and transition to new agency-Evaluated agency performance; both formally and informally with continuous feedback throughout the year-Supervised Promotional Administrator and Associate Sales Promotion Manager

Masters Business Administration

Education record