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.
EXPERIENCE
Brown-Forman Beverages (2006-2016)
Market Brand Manager (2007-2008) • Led the development and implementation of Casa Herradura brands national programs and initiatives in Georgia and North Carolina with key stakeholders including distributors, consumers, retail, media and influencers. • Leveraged brand strategy to build local marketing programs driving brand awareness, trial and fiscal volume goals for newly acquired Casa Herradura Tequila portfolio. • Conducted tequila tastings and brand education dinners increasing awareness and trial among target consumers. Regional Marketing Manager (2006-2007) • Identified and managed brand building opportunities to generate awareness and trial of Brown-Forman wine portfolio within the Southeast Region. • Developed regional marketing programs entrenched in brand objectives and strategies supporting the attainment of business goals. • Cultivated relationships with community organizations and influencers generating strategic opportunities for consumer engagement and trial opportunities.
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Marketing Consultant (2003-2006) • Consulted with Fortune 500 companies and non-profit organizations to generate brand awareness and develop strategic marketing initiatives from inception to execution. Clients served: Nestle USA, Macy’s, Cracker Barrel
Philip Morris, U.S.A. (2001-2003) • Managed a $5MM marketing and advertising brand budget for Virginia Slims brand. Drove new product development of Chesterfield brand influencing decisions on pricing, packaging and sales collaborated on brand positioning, point-of-sale strategy and field sales Ketchum Public Relations Worldwide (1996-2000) • Developed and executed public relations campaigns that integrated with clients’ marketing strategies delivering brand awareness and growth for clients. Clients served: Nike, The Coca-Cola Company, Procter & Gamble, Hallmark Cards
BRANDS MANAGED
CLIENTS SERVED
CAREER HIGHLIGHTS • Developed first ever Jack Daniel’s African-American Lifestyle imagery and marketing strategy • Led partnership with NFL and Martell Cognac creating branded footprint in Mercedes Benz Stadium • Managed Jack Daniel’s Tennessee Honey consumer national brand launch building foundation for brand being named #1 New Spirit Brand of 2011 in volume and awareness
EDUCATION • MBA, Marketing - Clark Atlanta University • BA, Public Relations - Clark Atlanta University
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