My Work At It’s Core
Brand Development –
“A brand is a voice and a product is a souvenir” writes Lisa Gansky. It’s easy to create merchandise. It’s something else entirely to spend the time developing what your brand stands for at it’s core.
Category Sourcing –
A systematic and disciplined approach to understanding a category is necessary for the development of new products as well as finding the best way to market the existing assortment. This is the context through which a brand is created and developed in my role.
Supplier Management –
My experience not only encompasses managing a network of hundreds of suppliers from around the globe but also in directing the merchandising and marketing resources of our partners to our company.
Upon taking over the import beer category I led the way in identifying marketing and brand development opportunities through competitive analysis. I then crafted and implemented a multifaceted strategy to grow sales. By the end of the year imports grew by 2.1% or $1.7 million dollars, the highest of all beer categories. Case sales were even more striking and increased 2.6% while all other beer categories declined significantly.
Growing Sales: Import Beer
Digital Marketing, Brand Development, In-Store Merchandising, Category Analysis
Increasing Margin: Brewery of the Month
Working to increase margin of key brands I developed, curated, and executed the “Brewery of the Month” in store display program. I secured the participation of over a dozen major suppliers and coordinated with our store operations teams to create the display space in store. As a result of the program we increased gross margin dollars of key suppliers by an average of 11.9% in 2016.
Supplier Management, Cross Functional Teamwork, Internal Communication, Creative Production
Although Total Wine has always maintained a competitive advantage in keg assortment and pricing there had never been an effort to leverage that asset with consumers in our print publications. Seeing a missed opportunity I led the effort to craft’s Total Wine’s first marketing campaign for kegs. I worked with suppliers to generate special MIR/IRC deals across 20 markets and had the promotion advertised in our national newspaper distribution network. As a result we increased sales by 15% during Super Bowl LI.
Marketing Campaign: Leveraging Kegs
Campaign Planning, Advertising, Brand Strategy, Project Management
Brand Development: Launching Private Labels
The winery direct program, a combination of private and winery proprietary brands, is the foundation of Total Wine’s extensive portfolio. Working in the California, Oregon, and Washington division I took the lead in writing brand stories and in-store marketing collateral for over 30 private label products. These wines accounted for a total of $23 million in portfolio sales.
Content Production, Brand Management, Market Research, Sales
Total Wine’s Guide to Wine has always had the reputation as a complicated and difficult process involving numerous buying and marketing teams. I took the lead in managing the effort to update and expand the publication. I partnered with marketing teams as a content expert and ensured that buyers met all material deadlines. At completion I received the “Golden Cork” award for excellence in team project management.
Project Management: 2016-2018 Guide to Wine
Cross Functional Teamwork, Internal Communication, Creative Production, Conflict Management
Constructing Stories: National Geographic
During my time at National Geographic I worked on the final season of World’s Toughest Fixes. I cold called potential content producers in order to sell the National Geographic brand and convince other organizations to allow the company to film their work crews. I delivered two episodes, “Ultimate Water Ride” and “Salt Lake City Sky Bridge,” which accounted for 40% of the final season. Check out the above clip of one of my episodes.
Project Management, Brand Development, Content Production, Supplier Management