Director of Consumer Marketing
COMMONWEALTH ALTADIS, INC
***Commonwealth Altadis, Inc. is a U.S.-based tobacco sales and distribution company.
Hired from opposite role on the Agency side based on high favor and business acumen. Key responsibilities and achievements include: Developed long range plan for 2010-2013 through- the- line integrated campaign Business, Marketing, and Portfolio Plans for the newly integrated FMCG company. Due to the company generating half its profits from FMC and half from Cigars it required an entirely new approach to market and business planning for both trade and consumer focus. Created brand differentiation and development of independent and individual equity for innumerable brands in order to ensure preference via equity and centricity rather than price alone in light of 400+ SKU’s and 60 brands often lacking a USP. Stabilized revenue decline through successful brand rejuvenations and greatly enhanced consumer perceptions. Building and mentored a team of 10-15 people to staff and market to the US which through the marketing lens comparable to communicating with 50 different countries. Established an integrated company in the environment of being a light market in the midst of heavy regulation using regulatory and compliance navigation tools to avoid pitfalls effecting business progress. Managed global brand deployment with domestic brand focus. Drafted, developed, and presented to audiences of >1K+ to sell marketing plans not exclusively to the corporate office but from the head of sales to the salesman at retail.