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Global Marketing Manager

Work Experience

Interim Management Current

Seagram Spirits and Wine Group 1994-2000
Fortune 500 company with a diverse range of business interest. Best known for its global spirit brand, Chivas Regal and recent merger with Vivendi.

Global Marketing Manager 1999-2000
Martell Cognac, Hammersmith, UK

Rejuvenated Martell globally in concert with the Group Head. Project managed creation and implementation of channel-focused strategies with regional teams and agencies. Facilitated best practice across the team. Line responsibility for three and matrix responsibility for the activities of approximately 100 individuals. Shared responsibility for T/O $270mm and $154mm NVM.
Launched the global positioning and advertising campaign into Asia, Europe and North America
Conceived and presented the global communications strategy framework and delivered supporting visual collateral within six months.
Central reference point and expert resource on all marketing matters relating to Martell.
Restructured the existing point of sale fulfillment process and renegotiated supplier arrangements to generate $400k in savings.
Created and launched the Martell Brand Knowledge Management web-site to establish a closer working relationship between global and regional teams. The site has become a benchmark for similar sites within Seagram.
Generated significant savings in time, dry goods purchasing and stockholding by improving the process for creating and managing special packs.
Work closely with the regional marketing teams in a global and local capacity to ensure individual strategies are consistent with the overall Martell strategy.
Selected communications partners for Martell.
Created channel focused strategies to drive sales and conversion to Martell.



Senior Brand Manager 1997-1999
Seagram South Africa, Cape Town, South Africa

Reported to the Marketing Director and Managing Director. Financial and equity accountability for the largest portfolio in a medium sized affiliate. Executive team member. Business planning team member.
Reduced production cost through local manufacture of Captain Morgan Spiced. Overcame significant organisational resistance and led an international team of production, finance and purchasing professionals to achieve the mission critical target dates. Increased net margin by $1m in less than 6 months.
Grew Captain Morgan from the smallest to the largest brand in the portfolio. 32% volume growth per annum.
Secured the Indies Cricket tour of South Africa in 1998. Generated measured media coverage 16 times in excess of the sponsorship cost and increased top of mind awareness by 18%.
Magnified marketing spend through direct negotiation with media vendors, cooperative alliances with complementary brands, joint sponsorship and barter deals.
Management & implementation of advertising creative and media plans
Development of portfolio strategy and brand hierarchy.
Won a marketing effectiveness award for the engaging Get Spiced campaign (produced by TBWA Network) and Golden Arrow finalist for the cutting edge Unconventional Seagrams Gin radio and print campaign (Professional Management Review).
Outmanoeuvred and squashed the launch of Southern Comfort Spiced, through registration of multiple trademarks and tactical counter attacks.
Reduced distribution costs and increased penetration in retail and on-premise channels for Seagram.
Developed and maintained profitable relationships with customers and consumers.


Marketing Manager (Secondment) Feb.-June 1996
Premium Brands Nordic AB, Stockholm, Sweden

Fulfilled operational marketing responsibilities across Finland, Norway, Sweden, Denmark and Iceland. Motivated the sales manager, brand manager and trained the new marketing Manager. Reported to the General Manager, Nordic Markets and the Europe and Africa Marketing Director.
Prepared the ten-year strategic plan with the General Manager after thorough market modeling and evaluation of distributor margins and infrastructure.
Reversed the decline of Lord Calvert whiskey. Redefined the proposition and launched a line extension. Project managed commercial implementation with the support of a multifunctional team based in London, Paris, New York and Sweden.
Integrating distributor marketing plans into an overall marketing strategy.



Brand Manager 1994-1996
Seagram South Africa, Cape Town

Grew portfolio volume by 32% and profit by 25% annually.
Youngest appointee to the executive committee.
Launched Absolut Vodka and Seagram Gin into the South African market.
Conceived and launched the Spiced Gold ¡§Anything Goes with Gold Campaign¡¨.
Repositioned Captain Morgan as flavored spirits brand and grew volume by 22% in two years.
Initiated briefed and purchased all qualitative and quantitative research.
Expert new product development and marketing planning resource for the team.
Developed a report structure that allowed direct customer profitability tracking and built a direct marketing database.
Created and staged brand events such as the Spiced Gold SA Sports Illustrated Swimsuit Edition.


Junior Brand Manager 1993-1994
Omni Liquor, Cape Town

Grew volume of Olmeca Tequila by 16% and margin by 15%.
Briefed and managed creative, research and production of the Chivas Regal pre and post Christmas campaign.
Briefed and managed production of all trade and consumer related merchandising and promotional material.
Market research and information management utilising the worlds most comprehensive media, products and consumer survey (AMPS).
Point of contact for all operational matters with the distributor sales force and planning team.
Hands-on in market implementation of promotions at trade, retail, horeca and major events.

Trainee Researcher 1991-1992
South African Labour Division Research Unit, Cape Town

Education

Team and Personal Development Courses, 1997-2000
Managing Appraising and Motivating teams, Manager as Coach, Professional Sales Presentations

Computer skills Courses, 1997-2000
Excel, PowerPoint, Word, Lotus Notes, PowerPoint, MSproject, Statgraphics

Seagram Marketing Excellence, London 1996

Qualitative research experience and skills, 1993-2000
Concept screening and development
Concept positioning research
Creative development for advertising and packaging
Market barometers and face to face interviews

Quantitative research experience and skills, 1993-2000
Packaging tests monadic testing
Product preference tests (blind and branded e.g. Hall tests)
Advertising pre/ post and diagnostic testing (print, radio and TV)
Continuous tracking studies and Usage and Attitude Surveys
Correspondence Analysis (perceptual mapping)
Panel Data (AC Nielsen and generic Omnibus panels)
Brand Equity Audits

University of Cape Town, South Africa 1992
Bachelor of Business Science, Marketing, Applied Business Statistics, Market Research and Management Science
Honors thesis: ¡§Improving the effectiveness of redemption programmes¡¨

Ogilvy and Mather, Inhouse Training Feb. 1993- March 1993

ST.Owens Marist Brothers High School 1987
Seven Higher Grades

Memberships; ASOM (Association of Marketers), UK Internet Forum,

Skills

Innovative, strategic global marketer with a flair for achieving results and leading multidisciplinary teams on a variety of communications and strategic projects. Makes a commercial impact by initiating and delivering innovative solutions to business problems.


Core Skills
Positioning and repositioning leading brands in different national contexts.
Identifying, negotiating and creating strategic alliances to increase marketing impact.
Project management across different markets and functions.
Creating and shaping growth strategies for brands and businesses.
Managing large agencies and customers.
Initiating large qualitative and quantitative research projects and interpreting the results.
Know-how and experience of the major marketing disciplines.
Empowering marketing teams and aligning brand strategy in different markets.
Creating a holistic business picture by synthesizing large amounts of information to take effective decisions.

Other Skills
Marketing Research
Team management
International brand management
Global brand management
New product development
Business strategy
Brand strategy and planning
Package development and research
Communication strategy framework
Sponsorship creation negotiation and management
Event management and creation
Consumer and trade advertising campaign development and implementation
Brand Identity creation
BTL campaign and strategy development and implementation
Extranet and internet creation
Project management of cross-functional teams
Channel and category strategy development
Creating strategic alliances and negotiating with media vendors and partner
Budget and P&L management

Languages

Dutch (basic)
Afrikaans (fluent)
English (fluent)

Other

Aged 33, (Date of birth: 14/08/1967), Married with one son.
An avaricious reader I can be found reading two to three books at a time across diverse subjects such as, the Tao of Jeet Kun Do and the digital economy. My chief passions outside my family and profession are football and jazz music. I enjoy travelling and my profession has allowed me to experience varied cultures and environments.

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