Brand Manager (February 2008 – October 2010)
Oversee daily operations and brand planning for the New World Wine Portfolio, including one of the top five imported wine brands in the U.S. and three of the top five among the Chilean market segment. Responsible for growth and profitability across seven wineries, 21+ brands and 260+ SKUs (four million cases sold annually, between $7-145 per bottle, retail).
Create and oversee all social media marketing initiatives. Advise in new product conceptualization and packaging design while continuing to direct and ensure success in the development and tactical execution of all processes listed below as Marketing Manager.
• Wineries: Concha y Toro, Emiliana Organic Vineyards, Maycas del Limarí, Viña Palo Alto, Trivento Bodegas y Viñedos, Viña Maipo.
• Instrumental in +17% portfolio growth - 18x faster than the total US wine market (2007-2009).
• Managed key brand turn-around of Xplorador, a premium priced Chilean wine. Identified new Millennial consumer target. Repositioned packaging design, website, and POS materials. Initiated an innovative, feature-rich social media communications campaign. Sales grew +152% overall, +59% compound annual growth rate (2007-2009).
Marketing Manager (August 2007 – February 2008)
Manage the tactical development and final deployment of programs for both the European and New World Wine Portfolios. Responsible for all Marketing project management including sales analysis, creative direction, production follow-through and content proofing - requiring diligent management of agencies and superior teaming with Support, Production, and Sales teams. Key duties include copy-writing of all package labels, websites, and brochures; sell sheets, wine information sheets, and national account presentations.