Led business teams responsible for Gallo $120+ million Premium Italian and French wine portfolio.Managed corporate relationship with multiple Advertising and PR Agencies including control of $25+ million marketing budget.
·Red Bicyclette:Developed the first Gallo French Brand including name, packaging, pricing, and architecture.Work included deep consumer segmentation, testing and wine style development via qualitative and quantitative research.Efforts required close partnership with French Winery/supplier, French Embassy and ranking French Trade ministers.Red Bicyclette delivered 106% of launch plan and became the #2 Premium French wine within twelve months.
·Pont d’Avignon:Created and launched the first Gallo French AOC Brand including consumer segmentation, positioning, architecture, label development and taste profile.Brand delivered 130% of year one objective.
·Ecco Domani:Assumed management of Winery’s biggest and highest profit Premium Brand.Improved margin while revitalizing marketing efforts resulting in very strong 2003 (+19%) and 2004 (+17%) growth.Efforts were recognized by the Industry with consecutive Impact Hot Brand awards in 2003, 2004 & 2005.
·Maso Canali:Restaged Ultra-Premium Italian brand behind new label, package and positioning while maintaining on-premise focus.Eliminated wasteful legacy programs and focused marketing dollars/materials on new strategy.Brand delivered best ever results in 2003 (+98%) & 2004 (+37%) despite a 15% lower marketing budget.
·Completed coursework and testing to become a Certified Specialist of Wine.