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