Kanata Herring Bio

LEADERSHIP PROFILE Dynamic and motivated marketing professional with a proven record of driving consumer, brand and marketing strategies and programs. Skilled in building cross-functional teams, demonstrating exceptional communication skills, and making critical decisions during challenges. Adaptable and transformational leader with an ability to work independently, managing projects from concept to completion while successfully driving value for customers, shoppers, consumers and company.

EXPERIENCE

Pernod Ricard USA (2017) Market Activation Manager

KANATA HERRING

• Implemented national brand strategy through localized marketing and activation plan for prestigious brands including Chivas Regal, The Glenlivet, Jameson Irish Whiskey, Malibu Rum, Kahlúa, Beefeater Gin, Seagram’s Gin, and Martell Cognac • Managed annual budgets, measured program ROI and provided market-based insights to key stakeholders including Pernod Ricard USA corporate, brand teams and distributor partners

Brown-Forman Beverages (2006-2016)

“I am passionate about driving consumer, brand and marketing strategy and programs that generate volume lift and grow brand equity.” -Kanata Herring

Customer Marketing Manager (2011 – 2016) • Developed strategic marketing solutions including on and off premise channel strategies, SWOT analysis and annual plans grounded in consumer and shopper insights. Customers served: Starwood, MGM Resorts, Marriott, Levy, Walgreens and Caesar’s Entertainment. • Leveraged customer/consumer insights to develop Spirits On Tap Drink Carts for ARAMARK Stadiums and Arenas resulting in increased speed, cocktail consistency generating an incremental 50K drinks sold of Jack Daniel’s Tennessee Honey, Southern Comfort, El Jimador and Finlandia. • Developed “Host Our Heroes” marketing program for HMSHost encouraging consumers to toast our military resulting in more than 1K incremental cases of Sonoma-Cutrer. • Managed consumer launch of Southern Comfort Fiery Pepper at Harrah’s Atlantic City, gaining brand awareness and trial among more than 2K attendees. • Led cross-functional team including packaging, design, finance, sales, brand marketing and legal in development of Jack Daniel’s 375ml small size Value Add Package garnering an incremental 7,500 packages in key retailers including CVS and Rite Aid. Multicultural Marketing / Diversity & Inclusion Task Force (2008 – 2016) • Active participant in Brown-Forman’s Diversity & Inclusion Council, African-American Employee Resource Group and Multicultural Marketing Steering Committee • Received Brown-Forman Multicultural Champion Award ~ 2014, 2015. • Co-lead Multicultural Steering Committee increasing African-American and Hispanic marketing activation, generating brand awareness and trial with niche consumer segment. • Utilized consumer research to build strategic marketing plans inclusive of market segmentation, brand alignment, brand building opportunities and culturally relevant resource toolkit. Trade Marketing Manager (2008-2011) • Developed customized marketing programs to enhance brand equity and increase sales and market share for casual dining, lodging and concession companies. Customers served: Hard Rock Cafe, Legal Seafood, InterContinental Hotels, Hooters and Texas Roadhouse. • Utilized syndicated research including Technomics and NPD/Crest to deliver relevant insights for use in sales presentations significantly increasing menu placements, programming and trial among target consumers. • Collaborated with cross-functional teams to build occasion and channel-based programs for customers grounded in business, consumer and channel strategies driving volume growth.

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