Responsible for Brand development, Brand awareness, Customer lifecycle (acquisition - conversion - retention), Business intelligence & Growth marketing.

Driving growth of Malibu Rum USA through strategic brand plan development and implementation. I was responsible for business performance oversight and brand diagnostics, opportunity identification and strategic plans, A&P allocation and budgeting, innovation pipeline and new product launch-related activities, coordination with the global brand owner, local L3F, engagement and market teams as well as finance, operations and supply chain, management reporting

- Developed a general business strategy for a new convenience business unit (Absolut, Malibu, Kahlua) & took care of the new product development.- Developed global strategy and local execution guidelines for Malibu. Managed brand diagnostics and acceleration strategy for growth markets. Scaled-up of biggest RTD range in Pernod Ricard portfolio (270K+ 9Lc). Coordinated development of RTD business case and wrote category playbook, building the case for RTD recruitment strategy to spirit brands.- Developed global strategy and communication platform for Kahlua coffee liqueur- Launched one of the most successful portfolio extensions Kahlua Salted Caramel, currently present in USA, Canada, UK, Australia, and other markets

Coordinated a team of 6, delivering integrated communications planning and advisory for key agency clients; 360 media campaign (integrating cross-disciplinary, cross-channel campaigns into cohesive communication platforms), facilitating innovative executions in traditional and digital media channels.

Media strategy, ATL planning & buying (TV, Radio, Print, Outdoor), Digital planning & buying (Internet, Mobile, Social media), BTL planning & buying (30+ media channels), Negotiations, Account management;

Research and strategic consulting, media relations & events, public events, product sampling, reports and reviews as well as other day-to-day activities.