Marketing Director (Head of Patrón)
Bacardi
Total years of experience :17 years, 3 Months
Established and initiated Patrón’s regional vision and marketing communications strategy across Asia, Middle East, Africa & Australia and delivered first integrated activation toolkits for the brand resulting in significant brand growth. Attained board-level approval, support and funding to accelerate Patrón’s international growth toward newly defined vision to grow more than five times in value by 2030, to become a top 5 Super Premium Spirit Brand (currently #20).
• Steered consumer insight studies, social media listening and industry data analysis to increase operational efficiency.
• Oversaw expansion and enhancement of PR, digital and influencer marketing integration to communications campaigns in key markets, by accelerating growth, and delivering impressive ROI.
• Designed Patrón’s first ‘content to commerce’ campaign, while leveraging influencer-created content to drive education and trial with an ecommerce partner.
• Optimised 45% growth in value in financial year 19 and on-track to deliver over 40% growth in financial year 20, ahead of budget and aligned with our ambitious 10-year growth vision.
• Organised and hosted series of experiential-led cocktail competitions in glamorous and unexpected locations across the region, creating rich and disruptive content amplified through PR, social and influencer marketing channels to formulate positive ROI from media value perspective as well marked improvements in brand equity scores and commercial gains with key accounts.
Headed the expansion of distributor network across the Middle East & Eastern Europe, comprises 30+ countries via 15 distributors, and steered market analytics for the wider EMEA region to drive strategic growth.
• Led regional vision and strategy to ensure execution and achievement of plans encompassing marketing activations and commercial KPIs.
• Successfully expanded the regional distribution network by setting up new distributors in numerous new countries.
• Developed and deployed marketing and sales analytics tools to support requirements of the region, which greatly enhanced our strategic capabilities.
• Led cross-functional integration and strategic alignment of Patrón into the Bacardi portfolio post acquisition across Eastern Europe, the Middle East, Africa and Asia Pacific. (Interim role)
Administered execution of all marketing activations and led team of trade marketing and customer marketing executives, as well as 40 full-time sales promoters to optimise business process.
• Directed duty free and airline business across the Gulf region to annual revenue of c.$40M.
• Successfully listed and launched over 40 new SKUs across the region.
• Accomplished profitable growth in declining categories with series of marketing initiatives that drove significant volume whilst protecting brand equity.
• Appointed as regional ‘pricing champion’ to orchestrate and implement global pricing strategy.
Spearheaded the launch of first new product development from Chivas in over five years with multi-million-dollar, regional inauguration that drove significant market share and unparalleled brand exposure, oversaw training and execution of all digitally-led initiatives across marketing and commercial functions as ‘Digital Champion’. Delivered strategic input to distributor plans and coordinated their execution across the region.
• Designed, analysed, and initiated all advertising and promotional activity for Chivas Regal Whisky through effective management of c.$7M budget.
• Developed unprecedented level of PR and media coverage with series of luxury events in usually highly restrictive/inaccessible media environment.
• Maximised domestic sales volumes of Chivas 18 whisky by 75% over 12-month period with unique consumer-facing mentorship programme targeting affluent and influential members of target market.
• Successfully launched region’s first integrated social media and eCRM platform for whisky brand, achieving an average monthly reach of over 4 million and engagement rate well above industry norms.
Currently studying
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