Jasmine Redmond

5 years experience across brand marketing including activation, events, relationship management, PR and influencer marketing.

exceptional communication skills, ideation, collaboration with multiple stakeholders and agencias.

• Jan 2022 - to date

Marketing and Client Relations Executive, IKAV Group

Alongside the marketing manager I work cross-functionally with teams in the US and EU to execute the marketing strategy with a focus on Communications, Events and Client Relations.

Marketing Communications

• Spearheaded the corporate rebrand.

I hosted brainstorming and feedback sessions with senior leadership. I collaborated with the graphic design agency to redesign presentations, reporting templates and corporate stationary. I created a branding style guide and presented it to the teams in the US and EU markets.

• Drove the website update. Launch date Jan 2024. 

I worked closely with the agency on user experience and layout. I researched, fact-checked, wrote and edited copy across the entire website and lead feedback sessions with CEO, Sales and Investor Relations teams.

• Revised and edited the Environmental, Social and Governance Policy for the Governance department. 
• Pitched and produced a Welcome Pack for HR, as part of the employee onboarding upgrade.
• Draft and send group wide emails on behalf of CEO, e.g. Christmas greetings, company updates etc. 

Media and PR

• I execute the PR strategy to raise the company profile and position the CEO as a thought leader.

I craft messaging and research news outlets for the PR agency to target. I prep the CEO on talking points ahead of interviews with journalists. Results: CEO secured 6 interviews with key journalists in Infrastructure industry and was quoted in 3 articles.

I organize media training for management team across US and EU markets and support the German and US markets with journalist inquiries, writing approved answers and coaching around preferred talking points.

• Contributed to press releases´ 

I liaised with our PR agency and the communications departments of Shell, Exxon, CPPIB and Aera Energy across New York, California, and Madrid to produce two press releases which satisfied messaging and compliance requirements for all stakeholders involved.

Event Management

• I plan external events to facilitate networking and secure new commitments to the fund.

I run discovery calls with event organizers and pitch new opportunities to the CEO. I negotiate sponsorship packages and ticket costs. I seek thought leadership opportunities for senior leadership such as panels talks and presentations. I produce marketing materials and assist the Sales team with investor outreach.

• I lead the planning of IKAV events for clients and employees, such as investor education workshops, client dinners and the annual IKAV summit in Italy.

This involves budget management, handling travel logistics and hotel reservations, coordinating the guestlist, invitations and RSVPs, planning team-building activities as well as providing ad-hoc support to the CEO.

• August 2020 – August 2021

Jameson Brand Development Executive, Pernod Ricard 

I assisted the brand manager to define the local marketing strategy and collaborated with regional sales teams throughout Spain to activate the brand and achieve growth targets.

Events and Brand activation

I collaborated with the Sales team to select On-Trade accounts to host events and collaborations. I liaised with design agencies and promotions teams to deliver the projects on time and budget. I attend events in person and oversaw operations. I reported weekly to management in Madrid and monthly to the global team in Ireland to deliver insights and feedback.

Results: I hosted 55 events On-Trade adapted to COVID restrictions. As a result, Jameson was listed in 16 new bars and referenced on 8 new cocktail menus.

Project Management

I managed an annual budget of €20,000 to run independent activations aligned with the overall strategy. I devised commercially sound activations to win exposure on social media and drive trial of product. I pitched ideas to internal teams to pool resources and increase overall impact of activations. Example:

• St.Patrick´s Week March 17 – 22nd 2021: I planned 13 events throughout Madrid in key Jameson accounts. Alongside the Sales team I secured participation from clients in 3 key areas of Madrid and negotiated the Trade Marketing department to assume responsibility for the budget. In parallel I planned a social media campaign with the creative agency, which involved creating assets for each bar participating. To launch St. Patricks Week I broadcast on Youtube a concert held in the office bar with local indie rock band. The concert reached over 100k views organically.

Relationship management

I established a bartender loyalty program which involved mentorship, exposure on social media and personalised gifting. Share of Voice on social media increased as bartenders posted about the brand, and rotation increased 12% On-Trade, with new accounts secured and Jameson listed on 11 new cocktail menus.

Partnerships

As part of the loyalty program, I negotiated with the Global marketing team for Spanish bartenders to feature on global Instagram page “Jameson HOSTS” building bartender profiles internationally and creating a consistent stream of content for the international Instagram channel.

• July 2018 – August 2020

Jameson Brand Ambassador Pernod Ricard 

I implemented the local brand plan to drive trial of product and win distribution in Valencia, Alicante and Murcia.

Event Management

I followed the marketing plan to activate the brand 1-2 times a week in key Jameson accounts, networking with key individuals in the hospitality sector to generate opportunities. In the On-Trade I hosted over 130 events with an average of 90 trials of Jameson per event and over 300 bottles sold directly from the events. In the Off trade I partnered with consumers “Passion Points” such as barbershops, tattoo / art studios, record labels to create unique events and moments to connect with the target market, increase brand awareness and drive trial.

Sales and Distribution

I managed my time travelling between Valencia, Alicante/ Murcia each month and worked closely with sales teams in each region to visit clients, educate distributors about the product through tastings and reward high performing accounts with team trainings and merchandise. I also used these trips to gather insights to include in my monthly reports to Ireland.

EDUCATION

• Sept 2014 – May 2018, BA English; Media & Cultural Studies, IADT 
• Sept 2010 – Sept 2012, BA French & Journalism, DIT (Two years completed)
• Sept 2004 - May 2010, Leaving Certificate, Loreto Beaufort (Honors level, 425 points)