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Work History

Oct 2015Present

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.

Key Accomplishments:

  • 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. 
20112015

Innovation Manager

Red Stripe : Diageo
  • Leading the strategic development, A&P budget management and launch of consumer focused innovations.
  • Co-ordinate the delivery of Brand specific Innovation (product), Renovation (product and process) into Red Stripe by acting as a single point of contact between International supply and local supply, and the Global brand innovations group.

Key Accomplishments:

    • Developed and executed  the innovation strategy with the  business contribution moving from £ 1.2 Million in 2012, on track to deliver £ 9.8 Million by the end of 2016. This is a 45% YOY growth trajectory and will make innovation 30% of the total business by 2018. 
    • Executed against an ambitious goal to grow innovation brands with a 7% A&P of NSV budget.

Launced over 30 new products in market . Some notable innovations are: 

  • Talawah Lager Beer: Jamaica's First value beer. 
    •  Jamaica's first value beer sold close to 200,000 cases in its first year of launch.
  • Smirnoff Ice Green Apple and Red Berry:  First to market in Diageo Westlac.
    •  Case study for other Diageo market launches and has grown the category by 30% Y.O.Y.
  • Red Stripe Sorrel and Lemon Paradise: Beer flavor strategy. 
    • The evolution of 3 prior failed innovations. On track to deliver NSV on par with Smirnoff Ice after one year pf launch.  
Oct 2010October 2015

Managing Partner

Quamsoft : Enterprise and Mobile Technology Solutions
  • Built Jamaica Information Service  IOS app.
  • Built Pollsway : Social Polling App for Android.
  • Built QSIS: School Information System to Digitally Manage Students and Curriculum.
  • Built the Gleaner IOS apps.
  • Built multiple mobile applications for RIM ( Blackberry).
  • Built Worldnet's Entire Database and Client Back-end.
20092011

4G Commercial Project Manager

Digicel
  •  Commercial Project Manager 4G Broadband:  Managing the Commercial implementation process for Digicel Jamaica's first 4G Broadband network.
  • Coordinated a 9 member senior management team, Chinese device vendors, network engineers, marketing, and sales through device IOT, vendor selection, network testing, network commissioning, business process development, marketing and sales strategy, and finally commercial launch and after sales support.
Key Accomplishments:
    • Successfully managed the $75 Million US budget for network setup, commercial launch and device purchases.
    • Successfully project managed Digicel Jamaica’s 4G broadband launch in August 2010.
    • Successfully managed the build out of Digicel Jamaica’s first Telesales center.
    • Project Manager during the Digicel/Claro Network Merger.
20082009

Process Executive

Digicel, Kingston
  • Analyzed and improved organizational processes and established new procedures resulting in increased productivity and more efficient resource utilization. 
Key Accomplishments: 
  • Analysed, optimized, documented and got executive sign offs for:
    • HR Hiring and Talent acquisition process.
    • All 4G Commercial and Operational processes.
    • Digicel Jamaica's after-sales processes.
    • Digicel Eastern Caribbean and Curacao's Customer care processes.

Education

2005

B.Sc. Psychology

University of the West Indies

Minor in Human Resource Management

Certifications

Dec 2014Mar 2015

Mobile Marketing Master Certification

Market Motive

Mastering the principles, development and execution of mobile marketing programs.

Aug 2014

Leading Strategic Innovation in Organisations

Vanderbilt University

Certification Course in Leading and Implementing Strategic Innovations in Organizations

2014

Guide to Irrational Behavior and Consumer Logic   

Duke University

understanding  motivations that drive consumer behaviors  both consciously and unconsciously 

2012

Diageo Leadership Program 

Diageo
2012

Diageo Way of Brand Building (DWBB)

Diageo
2009

Certification in Project Management

PMI Boston University Affiliate

Skills

Technology Management
Software Development
People Management
Project Management
Digital and Mobile Marketing
Strategic Innovation Management
Marketing Strategy
Strategic Planning 

Honors and Awards

Diageo Innovation Launch of the Year : Smirnoff Ice Guarana 2016 

Top Gun Award of Excellence for Mobile Marketing :  Market Motive 2015

Red Stripe Breakthrough Awards Winner: Brand Value Creation:   2014 

Diageo LA&C Supply and Procurement Winner:  2014

Red Stripe Marketing Project Leader of the Year:  2012

Red Stripe Brilliant Cross Functional Team:  2012

TUMP Mobile App:  GIS Innovation of the Year 2012 

TUMP Mobile App : Second Prize Winner Caribbean Beta PitchFEST 2011

Digicel Innovation Award Grand Winner 2009HR Online Recruitment System