Carmen DAscendis

Opera Brand Advisory LTD is a strategic brand and marketing consultancy dedicated to finding truths that propel brands. Areas of expertise include brand architecture and positioning, design and creative strategy, and portfolio development.

Implemented marketing and branding strategies to accelerate shareholder value of brands and position them in a market share leadership position. Coordinated efforts with key stakeholders aligning business and consumer visions and established retail partnerships to exploit growth opportunities. Key successes:
 Led the repositioning efforts in collaboration with a team of diverse stakeholders and agency partners to completely redevelop and fortify the Finlandia Vodka brand.
 Rebranding strategy optimized goals and objectives, exceeded established consumer benchmarks in primary markets, increasing shelf presence and distinctiveness and reduced cost of goods by more than 6%.
 Operationalized the critically acclaimed and highly scalable “Finlandia Vodka 1000 Years of Wisdom” omnichannel campaign, launching simultaneously in 16 countries, expanding its global creative footprint.
 Created and executed a global strategy for Chambord liqueur, aligning three regional positions and campaigns.
 Led the development of Finlandia and Chambord design principles and graphic identity systems.
 Oversaw the innovative omnichannel Chambord campaign “Because No Reason,” which won a D&AD Pencil Award, given for excellence in design and advertising.
 Converted Brown-Forman's diversity goals into active recruiting efforts resulting in the most diverse team in the company with six new team members, each from a different country.

Led the global brand building of the Jack Daniel's family of brands, setting strategic creative direction, developing market penetrating creative, portfolio strategy and innovation and home-place marketing. Translated business strategies into three comprehensive campaigns for the US, contributing to a doubling of profit growth rates. Key successes:
 Created and implemented the portfolio strategy which led to Tennessee Rye, Sinatra Select, and Tennessee Gold, expanding the brand's competitive frame of reference and international market scope.
 Owned the development and implementation of "Jack Daniel's Guiding Principles" a global source of inspiration engaging regional teams and creating global alignment to brand design principles.
 Spearheaded the launch of Tennessee Honey with the omnichannel “King Bee” campaign, engaging and attracting new consumers into the franchise and becoming the 2nd largest profit contributor to the company.
 Transformed the creative development process bringing clarity and greater stakeholder engagement.
 Launched an omnichannel holiday campaign for Jack Daniel's “Barrel Tree,” leading to a new tradition - the lighting of the Barrel Tree at the annual Christmas festival in Lynchburg, Tennessee.
 Established and implemented the pioneering revenue-generating tour packages, managed global CRM program, reaching millions of loyal consumers in dozens of countries, and oversaw in-house social media content development.