Canada
A highly experienced and successful Consumer Packaged Goods, OTC Drug, Food and Spirits Brand Marketer, Strategist and General Manager, who has worked in Canada and Europe. As President, I led all functional areas of Bacardi Canada Inc., one of the top global business units of Bacardi Limited, with over 160 employees across Canada and some of the world's most iconic brands. I focus on: 1. Discipline - Understanding Where to Play and How to Win, and then deploying our resources against the Priority Initiatives 2. Drive - Executional Excellence in everything we do. Never Settle. Take Winning and Losing Personally and Drive Personal Accountability 3. Development - Creating a Stimulating, Motivating and Challenging work environment, where all employees have the opportunity to realize their Full Potential My teams and I have: - created new global businesses - Tassimo - claimed or re-claimed market leadership - Neo Citran, Bombay Sapphire, Grey Goose - created successful new advertising - Maxwell House, Kraft Salad Dressings, Neo Citran, Bacardi Breezer - driven non-value added costs out of businesses - Miracle Whip, Russian Prince and 42 Below Vodka, Bacardi Breezer - re-vamped organizations - Bacardi Canada, Kraft Foodservice - leveraged customer connectivity to business benefit - Kraft Foodservice, Bacardi Canada - implemented key performance indicator metrics and measurement processes - Bacardi Canada Specialties: - General Management - Brand Management - Business Strategy
Closed my consulting practice and now putting all my best articles, analysis and tutorials on Substack for my paid subscribers...actually, I am doing some very selective consulting...if it's interesting and I can add value.
I take on a select number of projects in business strategy and consumer/brand development, in the recreational cannabis industry Assignments: October, 2019 - Brand Foundations Assisted an Australian-based cannabis company with structuring their thinking as it relates to the brand concept June, 2019 - Consumer Profile and Brand Foundations Led a 2 day workshop with a US-based cannabis company, to define the target consumer and build the motivating brand foundations July, 2018 - Playing to Win Facilitated a 2 day Playing to Win strategic framework session with a major Canadian cannabis company, providing an aligned Winning Aspiration and focused path to achievement October, 2017 - Business Proposition Overview Led a multi-participant cannabis start-up to refine their area of focus and strategic point of market leverage via Playing to Win. Resulted in a total re-look of the business/different path being taken July, 2017 - September, 2017 - Best Practice Retail Model - assisted a leading Canadian strategic consultancy in a view to best practices and overall positioning strategy in light of impending recreational cannabis legalization April, 2017 - Consumer Definition, Brand Foundations Development - led an Oregon-based cannabis business in developing target consumer pen portrait and brand foundations December, 2016 - February, 2017 - Market Analysis and Strategy Development - assisted a leading Canadian strategic consultancy in analyzing the potential routes to market for medical and recreational cannabis in Canada - developing strategic directions, risks, opportunities and required competencies October, 2016 - Strategic Framework Facilitator - led the CEO and management team of a leading Canadian cannabis organization through the proven Playing to Win strategic framework process - drafted report providing recommendations on areas of focus and potential strategic levers for development and deployment
THE WORLD'S LARGEST PRIVATELY-HELD SPIRIT COMPANY, THE THIRD LARGEST SPIRIT COMPANY IN CANADA (almost $200 million in revenue, almost 200 employees) AND ONE OF THE TOP 5 BUSINESS UNITS IN THE BACARDI GLOBAL NETWORK. Led the Bacardi Canada organization in pursuit of our annual and long-term financial, strategic and people development objectives. Cross-functional leadership of Marketing, Sales, Finance and Human Resources, with negotiated Service Level Agreement with Operations. Delivered on our Annual Plan for 8 consecutive years, the best of any major Business Unit at Bacardi. Led the development of a new Quebec business, entering completely new retailing channels, representing a significant incremental revenue, profit (almost $1 million) and strategic branding opportunity (6,000 incremental points of distribution). Successfully patriated incremental production to the Brampton facility, driving improved profitability, supply chain logistics and employee morale. Deep and on-going customer engagement, with both government and private retailers, leading to innovative new merchandising solutions. Implemented strategic focus in On Premise channel, supported with incremental funding and staffing, leading to market leading growth. Instituted a more rigorous and collaborative monthly sales forecasting and contingency planning process, combined with a culture of personal accountability, underpinned with management support and significantly greater use of data and systems.
Responsible for the Strategic Direction and P&L delivery for the Bacardi Canada Portfolio, including Bacardi Rums, Grey Goose Vodka, Bombay Sapphire Gin, Dewar's Scotch, Cazadores Tequila, Bacardi Breezer and REV Low Proof and Martini Vermouths and Wines. Led a Marketing and Marketing Services team of 17. Overdelivered on earnings in each of my years as VP. Converted entire Bacardi Breezer portfolio to PET, driving cost savings and improved consumer preference. Led Bombay Sapphire from #4 to #1 Dry Gin in Canada (+$50 million in retail sales) through improved use of media and leverage of On Premise and Retail experiential events. Led Grey Goose to #3 top-growing spirit brand (+$100 million in retail sales) in Canada, by successfully securing highly targeted television media and high profile On Premise and sponsorship, to drive engaged awareness and Public Relations. Implemented a focused Business Review/Strategic Plan/Marketing Plan cascade process. Implemented Creative Strategy and Media Strategy briefing process. Implemented a Marketing training program (Creative Development/Agency Relations, Media Planning and Buying, Marketing Analytics) and weekly team member presentations on topical Marketing happenings. Consolidated Media Planning and Buying from 4 agencies to one, leading to significant improvement in media effectiveness. Developed several Marketing staff to move to Global assignments at Bacardi. Chosen for the Bacardi Limited Global Work Stream to redefine Global Brand Management. Chosen by Bacardi Limited CEO to lead reconstruct of "42 Below" Vodka Global business model.
ONE OF THE WORLD'S LARGEST FOOD COMPANIES AND THE LARGEST FOOD COMPANY IN CANADA. Led the Enhancers Category (Miracle Whip, Mayo, Salad Dressings, BBQ Sauce and Shake n'Bake). Also held Post Cereals (Shreddies, Shredded Wheat, Honeycomb, Sugar Crisp, Alpha-Bits, Honey Bunches of Oats) in addition to Enhancers, representing the largest Director portfolio in the Canadian company (over $300 million in annual revenue). Developed successful new Television advertising on Salad Dressings, supporting Quality Improvement on key flavour. Revamped Cereal retail promotion strategy to effectively compete with Kellogg's/General Mills Developed and launched innovative cannister format on Sn'B
Led the Strategic Plan for the day to day business, while also taking a lead role in management presentations during potential divestiture process, gaining extensive experience in Data Room development and investment banking key metrics. Built the 2003 and 2004 Fresh Pack Plan and was link to Operations to make "Pack or Pass" real-time decisions at harvest.
Effectively a start-up, as the first Venture Team developed inside Kraft Foods, I led the creation of the consumer concept and full product development for the "Tassimo" in-home hot beverage system (including branding, machine design, machine manufacturer negotiation and pod/product design). Secured over $20 million in capital to build the first manufacturing facilities. Won an inaugural "Play to Win" Award from the CEO. Tassimo is now a $1 billion global brand.