Business Development > Offline & Online Strategy & Execution
your outSourced business development PARTNer!
What is more rewarding than to drive performance, lead and develop people, and deliver value doing the right things the right way? Oh, and to have some fun doing it? I am a passionate, open-minded leader with a flexible & sociable skill set, highly interested in lifelong learning and adventure!
Chisholm Marketing Solutions will strategize and execute your business development needs. Consider us your outsourced new business and marketing department! We combine practical corporate marketing experience with the proven execution capabilities and expertise of best in class service providers and vendors. Chisholm Marketing Solutions brings 15+ years experience in packaged goods: primarily spirits industry experience in Canada and the USA working closely with leading agency and vendor partners.
Specialties: Web Design & Development, Internet Marketing, Search Engine Optimization, Online Reputation Management, Social Media Training and Development, Paid Search Marketing, Conversion Architecture, E-Mail Marketing Solutions, E-Commerce Solutions, Social Media Marketing, Optimized Copywriting, Website Hosting, Media Negotiation, Internet Consulting direction. Leadership and oversight, cross-functional team collaboration, marketing strategy development & execution, collaborative internal and external relationships building.
Providing Web Design & Development, Internet Marketing, Search Engine Optimization, Online Reputation Management, Social Media Training and Development, Paid Search Marketing, Conversion Architecture, E-Mail Marketing Solutions, E-Commerce Solutions, Social Media Marketing, Optimized Copywriting, Website Hosting, Media Negotiation, Internet Consulting direction. Leadership and oversight, cross-functional team collaboration, marketing strategy development & execution, collaborative internal and external relationships building.
TFWA World Exhibition & Conference, Cannes
Attended top Global Travel Retail event of the year, presented key Bacardi owned Brands to international key accounts and senior Bacardi Ltd. leadership.
-
Field and Trade Marketing, Nestle, Mars/Masterfoods/British American Tobacco/Ford Motor Company
Led brand positioning, innovation, and P&L of Bacardi’s ready-to-drink portfolio, including BACARDI Breezers and ORIGINAL STIFF Vodka beverage. Generated $40M (CAD) in direct brand contribution via innovation and rollout of REV, introduction of line extensions for ORIGINAL STIFF Vodka, and repackaging and line extensions on BACARDI Breezers.
-
Brand Director, BACARDI Trademark, Bacardi USA
Defined and executed brand vision and positioning as marketing P&L owner for portfolio of products including Bacardi’s flavored rum extensions, ready-to-drink/serve beverages, and newly acquired 42 BELOW vodka. Built integrated creative and communications plans; oversaw $16M media planning and promotions budget; collaborated with Field Marketing and Sales teams to conceptualize and deliver client- and market-specific programs; and directly managed Brand Management team of 6.
-
Field Marketing Director (Control States), Bacardi USA
Directed brand execution strategies for Bacardi’s brand portfolio as embedded field marketing P&L leader for 17-state Control States business unit generating $300M in revenues. As member of business unit leadership team, negotiated and managed $11.5M promotions budget, shaping and translating brand campaigns to local markets in on-premise and off-premise channels. Applied insights and product education to drive shelf and bar placement via sales teams, wholesalers, and government commissions. Oversaw Field Marketing Manager.
-
Senior Customer Marketing Manager (Americas), Bacardi Global Travel Retail
Leading the development and execution of Global Travel Retail Customer Marketing programs within the Americas. Executed brand positioning and execution strategies in $40M Travel Retail channel in the Americas for global spirits company’s broad beverage portfolio including BACARDI rum, GREY GOOSE vodka, DEWAR’S scotch, BOMBAY SAPPHIRE gin and other leading consumer brands. Drove collaboration with sales organization, brand teams, and other key stakeholders to analyze and identify brand and merchandising opportunities; forecast performance; negotiate, influence, and manage $6M promotional budget; and develop and execute brand strategies. Managed team of 2.
Proudest Accomplishment
Design, launch and commercialization of REV (alcoholic beverage) for Bacardi Canada Inc.
Experience Highlights
Developed TV, Radio, OOH and digital advertising for Bacardi Flavored Rums
bacardi limon, peach red and razz
Senior Customer Marketing Manager (Americas) Global Travel Retail, Bacardi Ltd.
led development and execution of Customer Marketing programs in the americas
Leadership of RTD strategic alliance between Bacardi USA Inc., and Anheuser-Busch Inc.
Combined a leading spirits trademark with the leading US beer company route to market
Key category penetration in the world's largest Prepared Cocktails market for Bacardi USA Inc.
designed and lAunched bacardi party drinks in 2002
Education Highlights
Certified Spirits Specialist (CSS)
washington dc
B.A. (Hons.)
Rhodes university, Grahamstown, south africa
Causes
SCORE
delivering economic empowerment to small businesses
Save The Children
seeking to transform and improve the course of children's future
The Women's Fund of Miami-Dade
improves the lives of women and girls through grant making, research, advocacy and education
Interests
Fractional Marketing
business consultancy
Marketing Director
corporate or non-profit
Business Development Director
corporate or non-profit
Results
10
leadership pipeline talent development
WIL
WOMEN IN LEADERSHIP selected mentor
5X
growth in 42 below vodka volume and value
$ 75M
party drinks innovation direct brand contribution
$ 40M
REV innovation direct brand contribution
years of experience
Public Speaking
10
promotion & activation
10
media & PR
10
tactical trade/field marketing
4
strategic brand marketing
10
leadership
10
Questions & Answers
What are your long-term goals?
To achieve a balanced lifestyle with the financial independence to be able to provide my services pro bono to coach, mentor and develop future talent.
What are you working on right now?
Providing business and marketing consultancy to several clients in dental/medical, video production and Non-Profit fields.Â
What tools do you use?
Microsoft Office: Excel, Powerpoint, Word Nielsen, NABCA
Describe your greatest accomplishments.
Launch of REV (beverage alcohol) in Canada Launch of BACARDI Party Drinks in USA TV commercials for BACARDI Limon, Big Apple and Razz
Who are your main influences?
Rick Warren (Purpose Driven Life) Nelson Mandela (Servant leadership) Bill Gates (Philanthropic corporate leadership) Richard Branson (Entrepreneurial adventurer)
Why did you choose your profession?
Marketing of lifestyle consumer brands is dynamic and connected to a fast changing world. Whether it is the creation and sustenance of brand value, or the removal of barriers and empowering a sales team with support tools, Marketing is one of the greatest driving forces of an organization's success.
Images
Global Travel Retail team training on BACARDI rums
Advocating BOMBAY SAPPHIRE to International Key Account customers
TFWA WORLD EXHIBITION & CONFERENCE 2016 (Cannes, France). Demonstrating VR technology to Facundo Bacardi, company Chairman
Global Travel Retail team training on BACARDI rums
Advocating BOMBAY SAPPHIRE to International Key Account customers
TFWA WORLD EXHIBITION & CONFERENCE 2016 (Cannes, France). Demonstrating VR technology to Facundo Bacardi, company Chairman
