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Brand Marketing Manager
Fidel F. Martínez
,
London, United Kingdom
Experience
Other titles
Skills
I'm offering
A highly motivated and driven international marketing manager with over six years' experience in the FMCG and retail industry.
Confident, data-driven, tenacious, with a proven track record of brand marketing management, brand owner satisfaction, and new product development.
I consider myself a multidisciplinary professional with expertise in creative, digital, and brand marketing.
Confident, data-driven, tenacious, with a proven track record of brand marketing management, brand owner satisfaction, and new product development.
I consider myself a multidisciplinary professional with expertise in creative, digital, and brand marketing.
Markets
United Kingdom
Industries
Language
English
Fluently
Spanish
Fluently
French
Fluently
Ready for
Larger project
Ongoing relation / part-time
Full time contractor
Available
My experience
2019 - ?
freelance
Freelance Marketing consultant
unknown.
2019. Specialised in strategic and global brand management. Currently working with different
clients.
● Managing the launch of new brand releases
● New Product Development
● Leading all the external brand communications, B2B and B2C.
● PR management
● A&P management
● Creating compelling campaign and consumer engagement strategies
● Developing and implementing brand and channel strategies
Key achievements:
● Developed end-user marketing collateral in order to promote the unique selling brand
proposition.
● Successfully led a new low alcohol-low sugar RTD project
● Led and managed a new bottle and packaging format transition
● Implemented all the trade marketing tools
● Successfully managed third party vendors relationship
clients.
● Managing the launch of new brand releases
● New Product Development
● Leading all the external brand communications, B2B and B2C.
● PR management
● A&P management
● Creating compelling campaign and consumer engagement strategies
● Developing and implementing brand and channel strategies
Key achievements:
● Developed end-user marketing collateral in order to promote the unique selling brand
proposition.
● Successfully led a new low alcohol-low sugar RTD project
● Led and managed a new bottle and packaging format transition
● Implemented all the trade marketing tools
● Successfully managed third party vendors relationship
Marketing, Product development, B2B, B2C, Packaging, Pr, Management, Development, Campaign, LED
2018 - 2019
job
Global Brand Manager - Ableforth's
ATOM BRANDS.
● Leading the brand with special focus on Bathtub gin and Rumbullion!
● Developing and delivering the Global brand strategy
● Working closely with the NPD and Sales teams to satisfy global and intra-market needs
● Implementing and executing growth drivers for all the different market stages
● Delivering a global brand marketing toolkit
● Tracking the global A&P and spending of the brand
● Working on different country launches together with the sales team and distributors
● Overseeing the global advocacy executions
● Analysing global data using different tools (Kantar and Euromonitor)
● Leading the gifting category across all the different brands and channels
Key achievements:
● Launched the first campaign for Rumbullion! brand with a new message, identity and look
● Set up new marketing procedures and policies to enhance customer experience within the retail scene
● Developed new products by defining targets, budgets and goals
● Established customer engagement activities that explain the core message of the brand
● Managed and created all the gifting category across GTR and retail lead markets
● Developing and delivering the Global brand strategy
● Working closely with the NPD and Sales teams to satisfy global and intra-market needs
● Implementing and executing growth drivers for all the different market stages
● Delivering a global brand marketing toolkit
● Tracking the global A&P and spending of the brand
● Working on different country launches together with the sales team and distributors
● Overseeing the global advocacy executions
● Analysing global data using different tools (Kantar and Euromonitor)
● Leading the gifting category across all the different brands and channels
Key achievements:
● Launched the first campaign for Rumbullion! brand with a new message, identity and look
● Set up new marketing procedures and policies to enhance customer experience within the retail scene
● Developed new products by defining targets, budgets and goals
● Established customer engagement activities that explain the core message of the brand
● Managed and created all the gifting category across GTR and retail lead markets
Marketing, Retail, Customer experience, Sales, Npd, Growth, Campaign, Manager, UP, Brand identity
2017 - 2018
job
Marketing Manager
PROOF DRINKS.
Managing the brand portfolio of the rum, beer and agave. Some of the brands were
Dictador, Pistonhead, Legendario, Cazcabel tequila etc.
● Leading all the new product launches or line extensions
● Creating marketing and social media plans
● Overseeing all the partnerships and sponsorships
● Budget controlling of the brand A&Ps
● Implementing the trade marketing tools
● New product development
Key achievements:
● Launched a new rum brand with focus on packaging, brand strategy (digital and physical),
channel strategy development, relationship management for all the export markets
● Headed the trade marketing implementation: Pitched for MPOs and retailers across the UK.
Gain listings in over 800 outlets
● Managed all the brand activations in the on and off-trade.
● Established Pistonhead Full Amber as one the lead craft beer brands in the UK
● Managed a partnership with Movember across all their activations
Dictador, Pistonhead, Legendario, Cazcabel tequila etc.
● Leading all the new product launches or line extensions
● Creating marketing and social media plans
● Overseeing all the partnerships and sponsorships
● Budget controlling of the brand A&Ps
● Implementing the trade marketing tools
● New product development
Key achievements:
● Launched a new rum brand with focus on packaging, brand strategy (digital and physical),
channel strategy development, relationship management for all the export markets
● Headed the trade marketing implementation: Pitched for MPOs and retailers across the UK.
Gain listings in over 800 outlets
● Managed all the brand activations in the on and off-trade.
● Established Pistonhead Full Amber as one the lead craft beer brands in the UK
● Managed a partnership with Movember across all their activations
Social Media, Marketing, Product development, Budget, Packaging, SoMe, Controlling, Management, Implementation, Development, Strategy development, Social, Manager, Brand identity
2016 - 2017
job
Brand Manager
SPIRIT CARTEL.
Cross-brand management of the whole company portfolio. Focusing on Four Roses
Bourbon, the agave and rum brands.
● Managing all the A&P brand spending
● Analysing monthly sales and marketing trends using big data
● Working closely with on and off-trade sales teams to ensure all commercial goals were
achieved
● Managing external agencies and brand ambassadors
● Key contact for the brand relationships
● Managing social media across all the channels
● Delivering collateral for the sales teams including presentations and sales sheets
Key achievements
● Led a 360° sampling campaign focusing on music festivals, partnerships and giveaways
● Developed category strategy opportunities within product lines by analysing data based on
consumer needs
● Implemented and developed all the POS projects
● Managed my own portfolio of brands and increased the sales in the first year
● Established some of the brands as house pour or listed in cocktail menu in some high-end
venues.
● Tracked and managed the on and off-trade promotions. Retros, listing fees and margin
support
● Organised all the trade shows and cocktail competitions.
● Worked closely with global managers/brand owners to ensure the brands were effectively
performing in the UK
● Implemented and created the full company brand plan for 2017
Bourbon, the agave and rum brands.
● Managing all the A&P brand spending
● Analysing monthly sales and marketing trends using big data
● Working closely with on and off-trade sales teams to ensure all commercial goals were
achieved
● Managing external agencies and brand ambassadors
● Key contact for the brand relationships
● Managing social media across all the channels
● Delivering collateral for the sales teams including presentations and sales sheets
Key achievements
● Led a 360° sampling campaign focusing on music festivals, partnerships and giveaways
● Developed category strategy opportunities within product lines by analysing data based on
consumer needs
● Implemented and developed all the POS projects
● Managed my own portfolio of brands and increased the sales in the first year
● Established some of the brands as house pour or listed in cocktail menu in some high-end
venues.
● Tracked and managed the on and off-trade promotions. Retros, listing fees and margin
support
● Organised all the trade shows and cocktail competitions.
● Worked closely with global managers/brand owners to ensure the brands were effectively
performing in the UK
● Implemented and created the full company brand plan for 2017
Social Media, Marketing, Big Data, SoMe, Management, Sales, Pos, Support, Music, Campaign, Performing, Social, Manager, LED
2014 - 2016
job
Marketing assistant
CELLAR TRENDS.
● Assisting the group marketing manager
● Consumer and trade activation
● Helping to develop and optimise marketing campaigns (product launching and promotion)
● Monthly reporting to brand owners
● Analysing the market using Nielsen and Kantar and consumer profile building using market
insights
● Organising trade shows and fairs
● Managing Jefferson's Bourbon, Neige and some of the wine brands performance
Key achievements:
● Created the social media strategic plan for Jefferson's Bourbon, Rebel Yell and Neige
● Listed one of the brands in over than 600 outlets during the Christmas season
● Organised the First Jefferson's Bourbon Cocktail competition in the UK
● Launched Rebel Yell and Togouchi in the UK
● Consumer and trade activation
● Helping to develop and optimise marketing campaigns (product launching and promotion)
● Monthly reporting to brand owners
● Analysing the market using Nielsen and Kantar and consumer profile building using market
insights
● Organising trade shows and fairs
● Managing Jefferson's Bourbon, Neige and some of the wine brands performance
Key achievements:
● Created the social media strategic plan for Jefferson's Bourbon, Rebel Yell and Neige
● Listed one of the brands in over than 600 outlets during the Christmas season
● Organised the First Jefferson's Bourbon Cocktail competition in the UK
● Launched Rebel Yell and Togouchi in the UK
Social Media, Marketing, SoMe, Social, Manager
My education
2020
-
?
n/a
Unspecified, Level 6
Unspecified, Level 6
2010
-
2014
Universidad de Navarra
N/a, Advertising
N/a, Advertising
?
-
2015
Babson School
N/a, Entrepreneurship
N/a, Entrepreneurship
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