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Senior merchandising & communications executive

Miami, FL, USA

I am results-driven, award-winning, travel retail and marketing executive with extensive experience and proven success in both B2B and B2C organizations, across multiple delivery channels and geographies. Extensive brand development and management experience including comprehensive strategy, tactical execution, and marketing communications across all internal and external channels. Effective leader dedicated to employee development, corporate culture, cross-enterprise communications, and diversity. Demonstrated success in agency and vendor management, customer segmentation, and hands-on integration of go-to-market and communication strategies.

Company : On request

Title : GTR consultant

Period : 2020 - Present

Consultancy services for store concept revamps; Brand Ambassador for wine/spirits working with importer and distributor teams to improve brand awareness and sales revenues across the U.S., organizing the brand’s participation in local industry events and leading targeted product trainings in retail outlets and distributor locations.

·        Secured new on- and off-premise business accounts across the U.S.

·        Conducted in-market product trainings to regional sales teams

·        Sourced budget support for event participation

·        Produced booth signage and point of sale elements

·        Managed on site event participation

·        Event recap and follow up reporting of all new business leads and successes to client

·        Performed detailed critiques of retail spaces and recommended improvements/implementation

Company : On request

Title : Senior Directorship marketing and vendor relations

Period : 2003 – 2020 Vice President, Marketing and Vendor Relations

With a tenure spanning over 15 years, most recently my functions were of a (in request) and go-to market strategist, working to raise the company profile. Managed agency relationship and internal staff in the development and launch of a new brand, including creation of a new visual identity, positioning and message platform, website, and all digital assets for a global luxury travel retail group. Spearheaded the implementation of U.S. based retail stores price policy, value messaging, vendor promotions, store events, digital sales packages and printed assets, and store signage. Responsible for the successful negotiation of business terms with vendors and airline partners and implementation of retail catalogs. Consistently exceeded marketing support budget through strategic and tactical resource management.

·        Managed the budget, execution, coordination and production of a full corporate events calendar, including all relevant Public Relations and communications activities, industry trade press and events, as well as employee engagement experiences such as the annual holiday party and global town hall meetings (200+ guests)

·        Spearheaded the implementation and execution of retail stores, price policy, value messaging, vendor promotions, store events, digital sales packages and overall signage hierarchy

·        Responsible for building a consistent internal and external brand message strategy with immediate focus on streamlining communication and engaging audiences

·        Lead all B2B vendor negotiations and contract management for over 11+ airline retail programs and multiple vendors across all duty-free categories, supporting the curation of the product range across all categories and the development of the Pre-Order website experience

·        Managed a team of 6+ in the production of high-end duty free catalogs for pagination, layouts, product placement, pack shots, descriptions, translations, statutory information, pricing, promotional messages, while ensuring compliance with client brand standards

·        Delivered strategy and direction in support of employer branding initiatives including candidate marketing, social media content, and corporate career portal

Company : On request

Title : Area sales manager UK

Period : 2002-2002

Delivered extensive sales and business development support to all travel retail outlets in the UK, maximizing revenue opportunities by leveraging inventory/supply levels and optimizing product visibility in stores. Increased product sales by category with the successful execution of targeted marketing campaigns and leveraging adequate staffing and distribution strategy by location

·        Reviewed inventory against sales records, tracked trends and built pipeline along with reports to facilitate key decision making and continued market growth

·        Managed resource allocation and directed the execution of marketing campaigns

·        Responsible for ensuring retail client experience was consistent across all locations

Company : On request

Title : Onboard Sales and Service

Period : 1997 -2001

Effectively lead a strategic communication plan aimed at capturing and developing key vendor relationships, focused on a unique trade channel and varying customer demographics. Routinely delivered results by negotiating trading terms with vendors and business partners, while successfully driving revenue-sharing and increasing brand awareness and engagement.

·        Oversaw Inflight Duty Free buying and merchandising for all product categories for Asia and American airlines

·        Sourced new products and developed feasibility plans while networking with industry trade partners

·        Managed the Buyer for UK client accounts and built the airline programs for Buy on Board and duty free product offerings

Company : On request

Title : Account manager travel retail

Period : 1993 - 1997

Managed consultancy and retail design strategy for the Travel Retail portfolio, enhancing the key account’s brand presence in all channels, including airports and ferries. Created visual marketing strategies aimed at optimizing product presentation, pricing and promotional messaging and handled all aspects of the installation and implementation process of all point of sale signage.

·        Secured new business appointments across Europe in support of retail banking and mass retail companies

·        Created cost-efficient design solutions based on robust strategies, which resulted in increased profitability for clients

·        Delivered projects focused on client culture and designed around local market trends and insights

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