Digital and Innovation Marketing Manager
Red Stripe : Heineken
- Project Lead all business innovations via all key business units and stakeholders.
- Manage the Digital/Mobile agenda in the marketing team by developing and executing social media and digital marketing programs for :
- Red Stripe, Smirnoff, Guinness, Heineken,Baileys, and Johnnie Walker.
- Manage Advertising and promotion budgets to ensure no overspend of the combined $95 million JMD to be used for innovations and digital marketing activities.
- Led the one digital agency consolidation activity for management of all brands with the help of the brand management teams, procurement, and consumer planning manager.
- Developed the 2016 and 2017 Digital Strategy for Red Stripe, Heineken, Guinness, Smirnoff and Johnnie Walker.
- Worked with the procurement team to form a partnership with Digicel to scale our digital and mobile efforts, with major cost savings to the business.
- Launch of Beer-Wifi in 15 Pilot bars to collect, track and analyse consumer behavior.
- Launch of Red Stripe Global Website www.redstripebeer.com.
- 50% increase in Social Media Engagement rate across all brands in 2016.
- Implementation of Agora Pulse Social media tool across all brands to track, analyse and optimize digital campaigns.
- Implemented in 2017 the first Staff Digital Ambassador program in Heineken where over 100 employees actively promote various campaigns on their personal social media pages for rewards.
- On track to launch the Red Stripe Corporate Website in 2017
Product Innovation :
- Launch of Smirnoff ICE Guarana
- Won Diageo Innovation launch of the year 2017.
- Launch of Inj!n Alcoholic Bitters
- New to world and first alcoholic bitter for Heineken Globally and direct competitor with Campari.