Courtenay, British Columbia, Canada
More than 20 years of accomplishments in classical and entrepreneurial Consumer Packaged Goods marketing, business management and leadership. An early business foundation grounded in Sales and Trade Marketing experience followed by positions of increasing responsibility and complexity in medium to large organizations throughout Canada and the United States. Specialties: Strategic Planning Innovation/New Product Development Commercialization Brand Development Consumer Research Sales Revenue Growth Contribution Growth Business Analysis Team Building Promotional Planning
Managed product development and operations for new RTD launch - US Distillery Advised numerous Spirit start ups on Launch Strategy, Branding and Operations - US and Canada Assisted regional brewer on marketing innovative non-alcohol beer brewing process - US
NEW VENTURE: Boutique alcoholic and non-alcoholic beverage brand innovation. Licensed Frank's RedHot Sauce for use in beverage alcohol North America Developed and launched first RTD with alcohol Bloody Mary in the US Incorporated within Canada as a beverage brand innovation house and consultant. Secured series A capital >$2.1M.
Created opening brand, Hell’s Gate, and flagship brand, Stanley Park, for the Turning Point Brewery. Developed brewery trade presentation and tour, and trained internal team on effective execution. Worked directly with sales team to develop winning resources and programming for brand introductions, equity building and distribution drives. Exceeded year two plan by 200%, resulting in capital investment for increased production capacity. Re-positioned Hell’s Gate beer brand reversing declines and quadrupling year one volume. Leveraged ROCKSTAR/Mark Anthony joint venture, creating a proposition to compete successfully in a new market segment. Developed national launch strategy for company brand beer. Launched new Stanley Park Noble Pilsner draught resulting in 25% increase of distribution in first month.
Created Palm Bay, Canada's #1 new specialty beverage brand, capturing 10% share of the category. Worked with cross-functional teams to improve perception of the portfolio, creating a positive, results driven culture, excitement and alignment within the organization against long term objectives. Reversed five year decline on portfolio and key brands; i.e. Mike’s Hard Lemonade; Okanagan Premium Cider. Conducted advertising agency review for Mike’s USA, developed national US media plan including managing creative and production process. Developed Mike’s Sampler Pack, which increased the US market volume by 10% (+1M cases). Grew the Canadian portfolio from 1.3M to over 2.1M cases in five years while increasing contribution by 60% in the same period. Created and introduced ROCKSTAR Vodka, managed relationship with ROCKSTAR team. Created and introduced the categories first cause marketing initiative Mike’s Hard Pink Lemonade raising $160,000 for the Canadian Breast Cancer Network (also the most successful Mike’s line extension in seven years).
Delivered above plan and below spending for four consecutive years. Grew domestic cider share from 45% to 60% in four years via shelf management, portfolio consolidation, innovation and trade focus. Pioneered industry bundling programs to increase efficiency of trade spend and increase impact at retail. Grew VEX Hard Lemonade revenue from $6M to $18M in five years. Part of the leadership team that developed the Vincor stage-gate New Product Development process. Assisted implementation of annual business planning process.