Experience

Distell

• South Africa
• Beverage Manufacturing
• 700 & Above Employee

• GM: Global Marketing Nederburg Wines

  • Nov 2015 - Present

  Brand: Nederburg & Earthbound *OrganicDirect Reports: 3 (Global Brand Manager, Global Marketing Manager, Marketing Intern)Highlights: Tour De France 3 Year Sponsorship. Initiate and roll out of Tour De France andQhubeka Partnership (http://www.qhubeka.org/)KEY DUTIES: STRATEGIC & FINANCIAL:Developing positioning, creative platform and medium to long term strategies for the global brands incl:• Crafting global brand strategies including (a) Brand positioning, (b) Brand ladder, (c) creative platform, (d) 18 Month brand renovation strategy, (e) 5 Yr Innovation pathway (f) Market prioritization by life stage.• Providing strategic thought leadership to improve brand performance using insights on key market trends.• Responsible for achieving 1-5 Year brand financial targets (volume, revenue, adjusted GI and Market share targets).• Understanding of customer and consumer needs, expectations and motivations in the total alcohol & wine market• Responsible for key brand health metrics and recommending corrective action timeously• Collaboratively develops the Global Brand Strategy with inputs from all stakeholders, and provides subsequent input into development of brand plans and relevant support for their execution.OPERATIONAL: Delivering all relevant creative assets and overseeing execution in key target markets by:• Manage wine supply chain and ensure alignment of all aspects of the supply chain to deliver sustainable and profitable growth• Communicating and embedding key creative and execution guardrails for the brand • Creating and delivering brand tool kits which brings the creative platform to life and effectively addresses the needs of its target consumers and its key priority market requirements.• Developing and implementing brand home strategy • Developing innovation pathway (1-5 Years) which positions the brand ahead of the curve

• Regional Marketing Manager: Luxury Portfolio

  • Aug 2015 - Nov 2015

  BRANDS: Fleur Du Cap, Durbanville Hills, Zonnebloem, Pongracz, Allesverloren, Earthbound, Place inthe Sun, Monis, Lomond, Uitkyk, Theuniskraal, Alto, Plaisir De Merle, Stellenzicht, Le Bonheur, NeethlinghshofDirect Reports: 4 (Regional Junior Brand Managers)KEY DUTIES: Strategic & Financial: • To define & optimise regional Luxury (DV&E) wines product portfolio incl. growth drivers, brand image, influencer strategies, awards and PR, profitability and pricing for optimal value creation.• Drive regional strategic direction for the brands in line with SA corporate brand strategy.• Set and manage A&P budgets in line with SA brand life-stage.• Identify brand innovation and product development opportunities in the region• Ensure alignment with central guidelines; customise creative material for region specific needs• Maintain and grow brand according to key performance measures• Formulate Through the line brand plans for the region• Market analysis / Strategic objectives / Media plan (including digital) / PR Plan / Action planDEVELOP:• Generic POS and ROI• Trade Channel strategies & relevant POS. Impactful consumer promotions• Lead, inspire and motivate project teams; coach and mentor individual team members• Manage Performance and career Management cycles to develop future fit competenciesIMPLEMENTATION:• Events / Trade shows / Festivals / Market related activities• Drive regional Brand Review and feedback sessions• Regional brand performance management• Drive measurement of implementation effectiveness



Cape Legends

• Food and Beverage Services
• 1 - 100 Employee

• Global & Regional Marketing Manager

  • Nov 2012 - Aug 2015

  Brands: Zonnebloem, Monis, Jacobsdal, Fair-Trade: Place in the Sun and EarthboundDirect Reports: 2 (Global Brand Manager, Global Intern)KEY DUTIES:Drive Global strategic direction for brand (incl. RSA, Canada, USA, Africa,Europe, and South East Asia)• Brand & price positioning strategy formulation• Brand communication development and roll out• Innovation / Product development / Launch Formulation• Media management (CRM, E-commerce, digital, PR & traditional media mediums)• Trade & Consumer promotion management(Conceptualise, implement, measure)• Trade channel management (On-Trade: Modern Trade, Horeca, Redistributor & Off-Trade: Grocers, Wholesale: Redistributors, Bulk Liquor Stores, Retail)• Achieve fine wine sales strategies and plans and manage profitable key account services



Distell

• Marketing Manager Super Premium Wines

  • Sep 2011 - Nov 2012

  Brands: Nederburg, Fleur Du Cap, JC Le Roux, Pongracz, Durbanville Hills, Zonnebloem, MonisDirect Reports: 6 (Regional Brand Managers & Marketing intern)KEY DUTIES:• Develop bucket strategies for Super Premium wine portfolio• Define clear strategic direction & quantified action plans per brand• Analysing the impact of new products on terms of trade and category profitability• Constructing launch plans including all aspects of the Supply Chain• Implementing and checking in-store activity to support launch and alignment with brand media plans• Ensuring Product Availability and Visibility Developing merchandising and layout plans consistent with overall Category Plan• Ensure the brand completes Brand communication process and has a communication strategy• Ensure target market, positioning and budget allocation aligned to achieve regional brand strategy• Design and implement impactful and effective consumer and channel promotions• Ensure alignment of brand channel plan to category channel plan• Project Manage brand ambassador programme strategy Phase 1 (Fine Wines Distell)• Recon CE, Invoices, Internet Queries and General admin• Manage Performance and Career Management cycles with team to develop future fit



Distell

• Regional Marketing Manager Sparkling Portfolio

  • Aug 2010 - Sep 2011

  Brands: JC Le Roux, 5th Avenue Cold Duck, PongraczHighlights: Project Managed JC Le Roux Non-Alcoholic & Launch of BRUT MCC in Local Market KEY DUTIES:• Development of Sparkling category strategic plans• Determining the specific value proposition (e. g. technology, consumer data, creative ideas) that will support regional account penetration• Consumer relationship management: Agreeing data requirements /availability (e.g. access to customer data, last expenditures,relative customer performance, shopper research); using IT to support analysis• Identifying gaps / business opportunities and key factors which influence the shopping experience• Reviewing market structure including the role for sparkling brands• Assessing product ranges and market segmentation• Assessing / facilitating business alignment (e.g. meeting between customer and company senior management, category teams)

• Global Brand Development Manager Nederburg Wines

  • Mar 2008 - Aug 2010

  Brand: Nederburg WinesHighlights: Led FIFA & Nederburg 2010 official wine sponsorship projectKEY DUTIES:Drive Global strategic direction for brand (incl. Germany, UK, Singapore, Canada, and New Zealand)• Analyse key markets to find geographical and channel opportunities• Provide input to category plan• Compile a brand plan, in line with global brand strategy and local market dynamics• Identify brand innovation & product development• Project Manager FIFA 2010 Official Licensee sponsor• Define, develop and launch New product Development – FIFA 2010 Label• Develop and procure relevant POS & ROI• Define and Implement National Key account strategies• Implement Impactful consumer promotions & Events• Implement & evaluate Regional & National cycles (on & off-consumption)



Distell

• Regional Brand Development Manager Premium Wines

  • Mar 2006 - Mar 2008

  Brands: Drostdy Hof, Cellar Cask, Graca, Grunberger, Project Bokkie (4th Street)Highlights: Led Innovation project (prior to launch phase) for Project Bokkie which is now 4th Street winesKEY DUTIES: Identify brand innovation & product development within premium price segment• Execute brand strategy through a thorough understanding of market/consumer intelligence, market analysis• Build brands aligned to regional strategy through well thought ou t brand & price positioning• Help compile a brand plan, in line with Category strategy and relevant market dynamics• Identify and quantify brand growth opportunities, strongholds and ideas for innovation• Consumer research and tracking reports understood and put forward to Marketing Manager• Understand brand plan and ensure it is implemented timeously• Understand brand positioning (brand ladder, brand style guide and toolkit)• Development of relevant, quality brand creative material aligned across all mediums (TTL including PR & digital) in line with Global brand guidelines• Ensure effective use of developed ATL & BTL material• Ensure implementation of new product concepts/ upgrades• Provide input into CEM process (identify target market/ brand positioning and assist with budget allocation)• Ensure alignment of brand channel plan to category channel plan• Assist in Design and implementation of impactful and effective consumer and channel promotions• General admin (Recon CE’s & Invoices, handle internet queries• Brand A&P Budgeting control



Distell

• International Marketing Co-Ordinator

  • Sep 2005 - Mar 2006

  KEY DUTIES:• Traffic controller for all Wine, RTD, Spirits brand projects• Maintain and manage information systems for portfolios• Management of POS for International Agents• Liaison with winemakers & outside partners• Assisting with monthly reporting and A&P budgets KEY DUTIES:• Traffic controller for all Wine, RTD, Spirits brand projects• Maintain and manage information systems for portfolios• Management of POS for International Agents• Liaison with winemakers & outside partners• Assisting with monthly reporting and A&P budgets