EDWARD P. FARLEY
A results-oriented Global Marketing and Sales professional with a successful track record of building premium, contemporary brand image across world regions and within multiple cultures. Well-traveled with excellent presentation skills, and conversant in Portuguese and basic Spanish. Skilled in developing and executing winning marketing and retail sales strategies using a disciplined consumer-centric approach. Accomplished influencer and adept at working across functional lines to lead internal and external teams in the creation of world-class marketing plans and partnerships. Expertise in:
·Global brand management experience & country management expatriate experience
·Successful consumer and retail strategist
·Retail Trade Communication and innovative product campaigns
·Trained and tested in multiple marketing and sales roles by a leading Fortune 500 CPG company
·Managing and Developing Profitable Partnerships with key external stakeholders
Anheuser-Busch, Inc.St. Louis, Missouri 1992 - 2009
Director, On-Premise Sales Operations,U.SNational Retail Sales (2005 – 2009)
Directed the annual sales of 30MM cases to 19,000 US outlets, representing 720 million individual servings annually.Selected to re-engineer and deploy the division’s retail channel marketing platform by bringing progressive global expertise from top international growth markets.
Designed and implemented the strategic retail sales and marketing priorities for the division of 100 sales executives, with key influence over the content and strategy of sales calls and senior customer management presentations
·Led national account On-Premise sales division teams to achieve highest National Chain Assessment service rating (8.6/10) in the beer industry vs. major global competitors.
·Created and executed the beer industry’s first large-scale glassware sales & marketing program.Designed model for retail chains to purchase A-B branded glassware to enhance the image and dining experience of an expanded beer brand portfolio and increase sales. Resulted in increased premium and high-end draught beer chain presence, increased sales and distribution in the top 50 national restaurant & hotel chain accounts, and securing the current position of 44% national share of draught taps (+18% vs. nearest competitor).
·Developed A-B’s operational model for trade advertising/promotional agency relationships.Created programming synergies which produced significant improvements to beer menu presence / positioning and resulted in growth in draught beer sales & distribution in the top 50 US casual dining, hotel, and concession chains
·Designed and directed a sales management approach for the high growth potential chain accounts. Utilized sales volume estimates, financial analytics, and sales call frequency to successfully identify profitable volume opportunities which achieved, within 1 year,significant incremental sales volume associated with 20 additional national accounts.
·Directed A-B’s increased business-to-business trade marketing budget (advertising, media plan, public relations, event management, trade associations) resulting in the division’s first fully integrated on-premise trade communications program
·Drove total beer industry servings gain of +8% through the launch of an effective retail strategy for national chain accounts using innovative menu design, beer and culinary development, innovative draught beer selling-strategy and cold refrigeration technology.
Director, International Marketing, Anheuser-Busch, International (1998 – 2005)
Direct report to the President, Anheuser-Busch, International.Led the global brand management team for Anheuser-Busch, International and created a seamless, inclusive international organizational marketing structure for the company’s flagship 130-year old Budweiser brand. Managed annual Worldwide Marketing Budget of $10 - $20 MM.
·A-B International brand operations profitability increased by over $115 MM through efficient allocation of marketing resources across regions, and the re-positioning of Budweiser’s global brand communication strategy, retail and packaging identification, and advertising standards
·Created and directed the disciplined communication of Budweiser’s new global brand positioning strategy resulting in ensured worldwide communication, consistent execution and local relevance of core brand values, heritage and premium image.Results included:
oBudweiser achieved status of #1 premium category brand in China – the world’s largest beer market by volume
oBudweiser achieved status of #1 premium packaged lager in United Kingdom
oBudweiser achieved status of #1 beer in Canada
oSuccessful multi-brand local marketing plans created annually using local qualitative / quantitative research, along with new product introductions with emphasis on Latin America and China/Asia.
·Created the international model for designing multi-million dollar integrated consumer and retail marketing support plans for the world’s leading global sports and entertainment sponsorships – leveraged across all world regions:FIFA World Cup, Olympics, NBA, Formula 1 Racing, English Premier League Football, Manchester United Football
- Budweiser achieved an uplift in sales volume, within priority countries of 10%, during FIFA World Cup
- Created successful grassroots programs to support global sports sponsorships, such as NBA 3 on 3 program, and the Budweiser Cup Championship, resulting in significant incremental PR value for the brand in over 20 countries
Anheuser-Busch, InternationalSão Paulo, Brazil 1994 – 1998
Budweiser Brand Director, Budweiser Brasil Ltda.
Promoted and relocated to Brazil, to design and manage the marketing of the newly-created joint venture company owned by Anheuser-Busch, Cos. and Companhia Antarctica Paulista, which locally brewed and distributed Budweiser in Brazil.Responsible for 10 direct/indirect report employees, and launched Budweiser using a national network of 900 wholesalers
·Introduced Budweiser brand in Brazil - the world’s fifth largest beer market – using a unique and innovative strategic leadership marketing platform.Delivered an integrated national plan, including advertising, merchandising, media, global/local sports marketing, and public relations.
- Delivered marketing budget efficiencies through leveraging global marketing resources, and generating a leadership image position.
- Launched major campaigns to align Budweiser with Copa America (South American Soccer Championship) and Indy Car Racing/Christian Fittipaldi, to position Budweiser as a leader in sports marketing.The program generated a first-year Budweiser sales volume performance of 129,000 hectoliters
·Budweiser brand held a leading market share in the international/premium brand category in Brazil from 1996-1998.Delivered annual sales performance of 156,000 hectoliters (top volume performer in the premium international category)
·Launched the test market of Budweiser into Brazil’s core, mainstream, returnable 600 ml bottle package. Represented the first international/premium brand entry into Brazil’s leading category, with 82% of total industry volume
Anheuser-Busch, Inc.Chicago, Illinois/Houston, Texas 1992 - 1994
Account Executive, Busch Media Group - Field Media Services
Managed and negotiated advertising/media promotional programs within Midwest territory, providing A-B with strategic media planning, local media buying, merchandising, local sports sponsorship planning, entertainment marketing support and media supplier relations.
·Developed media and promotional extension plans for 47 Anheuser-Busch wholesalers in the Midwest Region.Utilized Anheuser-Busch’s media purchasing scale to create financial efficiencies across the entire distributor network
·Managed local extensions of A-B national media programs, incorporating field sales and wholesaler input
DDB Needham Worldwide Advertising, Chicago, Illinois 1989 - 1992
Media Planning Manager - The Media Department
Planned and implemented targeted, integrated media communications programs for major national/international clients: Anheuser-Busch, Inc., Carrier Corporation, State Farm Insurance, The Dial Corporation, Disney Home Audio/Video. Managed the media department’s largest account pool, stewarding annual media budget of over $100 MM
Graduate, Strategic Marketing Management Executive Education Program,
HARVARD BUSINESS SCHOOL, HARVARD UNIVERSITY (2004)
Graduate, Institute of Advanced Advertising Studies program,
NORTHWESTERN UNIVERSITY in conjunction with the American Association of
Advertising Agencies (1991)
Bachelor of Arts (B.A.), International Relations – James Madison College,
MICHIGAN STATE UNIVERSITY at East Lansing, MI (1988)
Extensive knowledge of computer software applications including Microsoft Word, Excel, and PowerPoint
World Affairs Council–St. Louis, Oxford Publishing Advisory Board, Cheers Magazine Editorial Advisory Board, Frequent guest lecturer on Global Brand Management to Washington University Olin Business School and St. Louis University Boeing Institute of International Business