- Mechanicsburg, PA
- October 25, 2022
I have been a part of Moet Hennessy USA for the last seven years. I came to this company out of a lifelong passion for wines and spirits, and brands with legacy, heritage and craftsmanship. I began working in region marketing on Glenmorangie, Ardbeg, Belvedere and Grand Marnier across the 17 Control States. I then transitioned into a market-focused role working on our full portfolio in Maine, Vermont, New Hampshire and Pennsylvania. In addition to developing marketing programs for the state boards, I developed luxury programming with resorts such as Twin Farms, Kennebunkport Resort Collection and Nemacolin, built the local Hennessy and Moet partnership with the Philadelphia 76ers, and lead the trade marketing efforts of our distributors. For the last six months, I have led the military channel business for MH, where I handle all aspects of sales, broker management and marketing. Though it is a complicated and nuanced channel, I have truly enjoyed this piece of the business and am only searching for new opportunities due to a massive “commercial transformation” at MH that left most team members of the sales organization that had seniority without a role in 2023.
I am trained in luxury - both sales and marketing, brand and product education (I have traveled to most of the MH properties and completed multiple levels and certifications of training in wines and spirits) and am extremely familiar with control state operations and the military channel. I am based in Pennsylvania and have worked remotely since I began at MH, and while I cannot relocate at this time, I have considerable flexibility for travel and am both comfortable and successful at working independently.
Education
Major, Political Science
Experience
• Lead sales efforts across 48 states and 14 countries, annual targets of 80-90k cases, driving $14mm in commercial contribution
• Create and execute channel-specific brand programs for MH portfolio. Grow volume and value while supporting initiatives custom to military channel
• Manage A&P and FTT budgets, depletions forecasts, shipments, pricing and inventory
• Manage broker, agencies, retailers and business partners within worldwide channel network
• Partner with all branch exchange leadership and buying team on product assortment, merchandising and programs
Developed each brand's annual and seasonal programming plans to drive high-impact execution of all trade-related programs across all channels within a specific Division in alignment with national program guidelines
• Partnered with Region Brand Managers, distributor Trade Marketing, Division Sales teams and local accounts to create trade-oriented plans and programs that address strategic opportunities including market competition
• Lead the planning and execution of trade-related programming assets for the full portfolio of brands within my division. Lead the ordering and deployment of all POS and VAP, including any custom collateral/materials
• Partnered with Division Sales, Region & Trade Marketing, distributors, external agencies, and local accounts to ensure alignment of program plans and execution within the market. Present annual and seasonal programs to distributors and local accounts.
• Developed, aligned and managed the brand and sales promotion budgets for the Division, while also tracking program performance and reallocating resources to growth-driving programs
• Developed and executed high-end, integrated client-centric marketing plans for each account
• Created strategic campaigns and large-scale marketing initiatives that built KPMG’s brand; helped the account team develop and evolve strategic relationships; created leads and opportunities at assigned accounts
• Formulated and drove cross-functional tactics like client events, key government and consumer markets insights, thought leadership, alumni programs, branding, digital, alliances, sports marketing, content, and service assessment strategies at assigned accounts
• Applied a keen understanding of government and consumer market trends and account-based issues to implement a demonstrable growth strategy for each assigned account
• Built and implemented a global communication strategy and processes to connect the account team globally around initiatives and opportunities that facilitate the team’s overall pursuit strategy
• Directed the marketing, advertising, social media, digital, retail design, merchandising and consumer events of the PLCB and its retail brand, Fine Wine & Good Spirits in pursuit of business objectives
• Planned and administered creative budget in excess of $6mm, optimizing allocation of resources for maximum efficiency
• Built in-house creative team from ground-up, allowing for greater internal production capabilities and more strategic deployment of external agencies
• Translated PLCB strategic goals of sales growth and best-in-class customer experience status into deliverables through integrated marketing programs, targeting retail consumers and licensees, within confines of control-state environment
• Leveraged consumer and market insights to design marketing initiatives that added to basket, encouraged trade-up and ultimately enhanced profitability
• Inspired stronger customer connections and brand loyalty through earned media by serving as brand spokesperson and through deployment of media- and brand-trained experts (Retail Wine Specialists, Product Educators, Category Managers), and extended paid advertising into value-adds
• Directed merchandising team on planning and execution of benchmarks, shelf schematics, store resets, floor priorities, and monthly promotions
• Managed team of 17, with 3 direct reports
• Managed Chamber's Investor Program, comprising the 200+ most influential businesses in the state, working closely with and gaining consensus among c-level executives
• Exceeded established sales goals for retention of existing members with emphasis on dues increases by building relationships with key decision makers and ensuring maximum derivation of benefits
• Exceeded established sales goals for development of new Investor and regular members, ultimately growing Investor Program in by more than 30 percent during tenure
• Targeted and won national retail presence in Program (Home Depot, Target, Lowe’s, QVC); strengthened presence of major national and regional accounts in areas of pharma, banking, hospitality, energy and professional services
• Won national recognition for revenue growth in State Chamber of Commerce industry
• Built coalitions through targeted outreach, education and advocacy in support of the Governor's various policy and program initiatives
• Managed state-agency-level boards, commissions and councils under the jurisdiction of the Executive Office