Michelle D. Beauchamp

Award-winning, results oriented global brand marketing professional

Executive Summary

Award-winning, results-oriented marketing professional with demonstrated expertise in building brands both in the US and globally.  Highly experienced in developing brand strategy and deploying it into fully-integrated advertising, marketing, and public relations campaigns that result in consumer pull.  Successful track record of new product development and innovation including new market launches that exceed expectations. Exceptional ability to lead and inspire cross functional teams and collaborate with sales and global partners to achieve mutually beneficial results.  

NoTABLE CAREER HIGHLIGHTS

Consumer Products – Luxury Wines & Spirits (Bacardi USA)

  • North American business leader for newly created Apertivo Brand Group, which includes oversight of both a marketing and a direct sales team tasked with accelerating the growth a portfolio of high NSV incubation brands (St-Germain, Martini, Benedictine, Noilly Prat, B&B ) identified with potential for future growth.
  • US market leader for Grey Goose Vodka responsible for marketing, advertising, media planning, digital and social engagement, branded entertainment, public relations, sports marketing and public relations. Leadership resulted in stabilization and turnaround of the business post-recession, and the launch of the brand's first luxury price tier innovation, Grey Goose VX.
  • Selected as one of  25 women executives at Bacardi globally to pilot the Women in Leadership (WIL) initiative. Currently serving as a member of the steering committee and leading the external and internal communications of all WIL initiatives.

Consumer Products – Soft Drinks / Beverages (Triarc Beverage Group International)

  • Led  marketing, branding and promotional strategy in partnership with international franchisees in 50+ international 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.
  • Contributed to a five-year consecutive sales growth increase of 20% by directing more than 20 new market/product launches during a five-year period. Several of which achieved number two carbonated soft drink ranking in the respective country.
  • Spearheaded the first global advertising campaign for RC Cola resulting in increased consumer awareness, cohesive brand messaging and the reduction of worldwide marketing spend by 50%.

Consumer Package Goods (Concord Camera Corp.)

  • Devised the company’s first multicultural marketing initiative, developing a single-use camera product targeted for the Hispanic audience. Product was successfully sold into Wal-Mart, resulting in additional sales volume  increase of 20% over budget.
  • Developed the company’s first “VPI” Volume Producing Item created exclusively for and sold successfully into Wal-Mart. The Polaroid Fun Shooter Flash product delivered increased sales volume of 150% over budget in Wal-Mart.
  • Led the company’s first white space innovation task force resulting in the development and launch of “On Guard Kids” personal safety device. Launch was supported by a direct response TV campaign which resulted in the successful sell into Walgreens and Toys R Us.

Internet Technology (HipHip Software, Inc.)

  • Led worldwide strategy development, brand marketing, public relations, advertising, and promotional activities for technology start-up recognized for a “Best-of-Breed” e-commerce solution, increasing sales growth by  15% through effective marketing and media placement programs.

PRofessional History

Work History
2014 - Present

Vice President, Brand Managing Director

BACARDI NORTH AMERICA / Aperitivo Brands

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.
2009 - 2014

Brand Director, Grey Goose Vodka

BACARDI USA

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. 
2007 - 2009

Senior Brand Manager, Wines & Luxury Liqueur Brands  

BACARDI USA

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.
2004 - 2007

Director of Marketing, Polaroid

CONCORD CAMERA

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. 
2001 - 2004

President / Consultant

ACCELERATED STRATEGIES

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 S. Florida companies in the arenas of consumer package goods, real estate, healthcare, financial services, travel and leisure, technology, and aviation clients.

  • Devised and implemented a strategic marketing plan inclusive of a complete re-branding for Mederi, the largest regional home heath care company in Florida, resulting in a 15% increase in their patient census.
2000 - 2001

Vice President of Marketing

HIP HIP SOFTWARE, INC

Led worldwide strategy development, brand marketing, public relations, advertising, and promotional activities for technology start-up recognized for a “Best of Breed” e-commerce solution, increasing sales growth by more than 15% through effective marketing and media placement programs.

  • Created corporate marketing strategy, as well as three-year product marketing plan, brand positioning strategy, and budget.
  • Key participant in venture capital presentations and negotiations, leading to the eventual successful sale of the company.
1998 - 2000

Director of International Marketing

ROYAL CROWN BRANDS / TRIARC BEVERAGE GROUP INTERNATIONAL

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 all International new 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.
1996 - 1998

Senior Marketing Manager

ROYAL CROWN BRANDS / TRIARC BEVERAGE GROUP INTERNATIONAL
  • 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 franchisee sales incentive and award programs.
1995 - 1996

Manager of International Marketing Services

ROYAL CROWN COLA / TRIARC BEVERAGE GROUP

MANAGER, INTERNATIONAL MARKETING SERVICES /MARKETING COORDINATOR

1988 - 1995

NASD SERIES 7 REGISTERED SALES REPRESENTATIVE

Kidder Peabody & Co., Merrill Lynch and Paine Webber

While a student at University of Miami, worked full-time with a team of two brokers at three leading investment banks over a six year period, managing the portfolios of high net worth Latin American investors.

Education

Education
2016 - 2017

Master of Business Administration

Northwestern University Kellogg School of Management
MBA Candidate - expected graduation 2017
2012

Leadership Development Program

Center for Creative Leadership, NC
Selected by Bacardi as high potential leader to develop
2003

Managing Brand Meaning / Executive Education

Harvard Business School
Focused summer program on brand strategy
1995

Bachelor of Business Administration

University of Miami, Coral Gables FL

BA, Marketing Major

Grey Goose Portfolio

St-GerMain Portfolio

MARTINI PORTFOLIO

SELECTED MEDIA COVERAGE  & INTERVIEWS