Michelle D. Beauchamp

Head of global marketing for the leading luxury brand of eco-friendly still and sparkling water to the hospitality industry. Responsible for brand strategy (B2B & B2C), promotions, PR, advertising, and digital / social/SEO.  Integrated marketing efforts have resulted in a +60% increase in year-over-year sales, specifically among new target of On-Premise multi-unit restaurant operators,  hotels and cruise lines.

• Launched the company's first-ever national PR campaign resulting in +30% increase in website traffic and new business leads.
• Devised the company's first-ever Hollywood Red Carpet Award PR influencer and experiential campaign securing exclusive still  and sparkling water brand rights at the: Vanity Fair Oscar Party, W Magazine Golden Globes Best Performances Party and the Women In Film Oscar Party.
• Partner with leading brand clients (i.e. NCL Cruises, Delta Sky Club, Melia Hotels & Resorts) to develop and implement Vero marketing programs on-premise.
• Created and  executed a new influencer event strategy to engage key decision makers (chefs, restaurant owner/operators in the brand) at Aspen Food & Wine in an immersive experience with the Vero Water brand
• Devised brand strategy and positioning and established brand standards, and redesigned all marketing and sales materials to be consistent in look and messaging.

North American business leader for Aperitivo Brand Group, responsible for overseeing  both marketing and a dedicated sales team tasked with accelerating the growth a portfolio of high NSV incubation brands that play a highly strategic role in the Bacardi portfolio including; St-Germain, Martini, Benedictine and Noilly Prat.

• Launched the first all-digital/mobile consumer engagement campaign for St-Germain, that was broadcast via digital live stream content on Periscope, an emerging digital live stream platform by Twitter for mobile devices. The campaign results exceeded spirits industry as well as Twitter benchmarks for awareness, engagement rates, and positive sentiment. 
• Pioneered the company’s first experiential cocktail delivery experience in partnership with Uber and Minibar.
• Developed and recommended approach to optimize route-to-market for the Wine portfolio to Bacardi leadership team and senior sales leaders to strategically position the wine brands for sustainable future growth.
• Responsible for all PR and media messaging strategy inclusive of press releases, media interviews and talking points and internal and external communications for the brands.

Responsible for overall strategic brand direction, planning, budgeting and execution of Grey Goose Vodka in the USA inclusive of: advertising, marketing, media, PR, digital, innovation, experiential, and retail programs. Lead a team of three brand professionals and five external agencies who collectively manage a brand that delivers the significant brand contribution for Bacardi globally. Led strategic planning and media placement strategy on Grey Goose for three out of the five years on the brand.

• Developed innovation and marketing launch plan for the brands first new flavor launch in six years, Grey Goose Cherry Noir, which exceeded sales projections by 300% in year one
• Developed innovation and marketing launch plan for Grey Goose VX, the brands first luxury price tier entrant which exceeded sales projections by 20%.  Pre-launch PR influencer and seeding campaign, a company first, delivered over 3 billion impressions.
• Executive producer for branded entertainment platforms produced under Grey Goose Entertainment:  including Iconoclasts season 5 & 6 on Sundance Channel, Grey Goose 19th Hole on the Golf Channel and Rising Icons on BET.
• • Re-envisioned Iconoclasts into a faster-paced 30 minute series with stories focusing on young Hollywood talent. Renegotiated Iconoclasts business terms with Sundance to secure rights to sell the show overseas, turning it into revenue generating program for a five-year period.
  • Re-launched the Grey Goose 19th Hole TV show on the Golf Channel with contemporary set, talent and show format.
• Revitalized the brands core sports marketing programs (Golf, US Open Tennis and Breeders Cup) to more effectively engage target consumers while delivering 15%  budget efficiency.  
• Re-launched Grey Goose Golf, the longest running consumer engagement platform for the brand, inclusive of signing top ranked golfer, Matt Kuchar, to represent the brand with a new fully integrated campaign which was executed through the line including retail.
• Redesigned the Grey Goose golf tournament experiential and consumer experience, transforming it into the most sought-after destination at  PGA tournaments.
• Responsible for all PR and media messaging strategy inclusive of press releases, media interviews and talking points and internal and external communications for the brands.
• Led the brands sponsorship and consumer experiential strategy which encompassed more than 600 events in a year and engaging over 1 million consumers, resulting in Grey Goose being the #1 media mentioned brand in the spirits industry. 

Drove strategic brand direction, planning and budgeting for the Martini and Cordials brands inclusive of: Advertising, Media, PR, Internet/Digital, and Promotions (On and Off Premise). Led a team of three Brand Managers who collectively managed 7 brands (9 products) that delivered significant profit to Bacardi USA.

• Re-positioned and repackaged Martini Sparkling Wine portfolio resulting in a 20% increase in rate of sale.
• Developed and launched new Martini Sparkling Rose increasing  sales by 40% in year one.
• Collaborated with Field Marketing and Sales teams to provide alignment on marketing plans and maximization of local execution.
• Represented brands at Global Steering Committee meetings. Participated on global cross functional taskforces on the re-positioning of Martini & Rossi Sparkling Wines and Benedictine.
• Managed Agency Brand (Disaronno & Drambuie) relations with key stakeholders. Devised approach for Agency Brand QBR presentations and provide monthly performance reports to Agency Brand owners.
• Responsible for all PR and media messaging strategy inclusive of press releases, media interviews and talking points and internal and external communications for the brands.

Lead U.S. and multi-cultural marketing efforts for the Polaroid brand worldwide and the Jenoptik brand in Europe. Developed and implemented marketing communications strategies and programs that captured the attention of consumers, cost-effectively stimulated product sell through, and built a sustainable brand image. Accountable for branding and corporate identity, public relations, promotional programs, consumer and trade advertising, merchandising, packaging, print collateral, trade events, and corporate Web site.

• Managed three direct reports; dotted line responsibility for 15-person creative group based in Hong Kong. Lead product innovation team, and all qualitative and quantitative research initiatives.
• Improved visibility and profitability of brands by effectively managing all US and European creative development, marketing programs, print collateral, and agency expenses for maximum ROI.
• Partnered with sales staff to define channel penetration objectives, strategies, and tactical plans to enhance sell-through at retail. Ongoing programs include rebate mail-in programs, consumer contests, loyalty programs, bundles, bonus packs, on-pack coupons, promotional merchandising, and POS.
• Managed all aspects of planning and execution for the company’s worldwide participation in trade shows (CES), press conferences, media events, and road shows.
• Responsible for all PR and media messaging strategy inclusive of press releases, media interviews and talking points and internal and external communications for the brands.  Drafted CEO speeches and annual report to shareholders. 

Managed three-person staff of wholly owned and operated boutique consulting firm, specializing in brand positioning and strategy development for new product and services for regional South Florida companies in the arenas of consumer package goods, real estate, healthcare, financial services, travel and leisure, technology, and aviation clients.

Responsible for the marketing, branding and promotional strategy markets for Royal Crown carbonated soft drink brands: RC Cola, Diet RC Cola, Diet Rite, Royal Crown Flavors, Kick, Upper 10, Diet Upper 10, and Royal Crown Premium Draft Cola in partnership with international franchisees in over 50 international markets . Managed 20 new International market / product launches and $3 million division marketing budget and $7 million franchisee cooperative marketing budget. 

• Responsible for the strategic direction, creation, development and implementation of all international marketing programs and materials to insure the proper positioning, brand identity and overall communication strategy of RC carbonated soft drink brands international markets.
• Directed over 20 in-country advertising/public relations agencies in the creation, production of all media advertising, promotional campaigns, packaging design and merchandising materials. Managed all media placement, trade show participation and regional bottler marketing and sales meetings.

• Led region-specific advertising campaigns; supervised creative services, print production, packaging design and manufacturing with domestic and international vendors.
• Responsible for ensuring that franchisees adhered to Brand Standards. Established country-specific merchandising programs for international franchisees which enabled bottlers to order marketing materials locally that adhered to brand standards, at a more feasible price point. 
• Developed in country merchandising programs and standards.

MANAGER, INTERNATIONAL MARKETING SERVICES /MARKETING COORDINATOR

 Global Program - Marketing Focused Electives in Europe

Selected by Bacardi as high potential leader to develop

Focused summer program on brand strategy

BA, Marketing Major