Sales Marketing

REBECCA L. HENLEY

*** ****** **., ****** ** *****

707-***-**** cell acrd2k@r.postjobfree.com

www.linkedin.com/in/rebeccalynnhenley

Creative, high-performance marketing executive with expertise building brands and businesses. Experienced team builder and leader. Proven ability to work within diverse business environments with strong qualifications in strategy, advertising, promotions, agency management, media strategy, packaging/label development, innovation.

EXPERIENCE

RH2 CONSULTING - SONOMA, CA 2013 - Present

Marketing Consultant

Marketing consultant specializing in brand strategy, communications, direct-to-consumer, innovation, and digital.

SOMERSTON WINE COMPANY - Yountville and St. Helena, CA 2012

Somerston is a small, privately held winery producing under 10,000 cases.

Vice President of Marketing

Brought in to develop brand strategy, create clear consumer messaging, and streamline the direct to consumer business. Direct business increased +12% July – October after 10 consecutive months of decline.

TREASURY WINE ESTATES - Napa, CA 2009 – 2012

Based in Australia, Treasury Wine Estates is the #5 wine company in the U.S.

Marketing Director, Direct-to-Consumer

Responsible for all direct to consumer marketing for Treasury Wine Estates. Focus brands include Beringer, Chateau St Jean, Etude, Stags' Leap, St Clement, and Penfolds as well as Cellar360 San Francisco and Paso Robles (multi-brand retail concept). Manage a team of eight. Full P&L management, $22M in revenue annually.

Wine Club: Responsible for multiple wine clubs, consisting of over 15,000 members.

CRM: Implemented both salesforce.com and Eloqua to maximize the customer lifecycle.

Multi-channel marketing: Leveraged multiple sales channels to drive top line growth. Ecommerce, phone, and retail.

Retail: Utilized both traditional and digital marketing to drive traffic to retail sites (+30% YTD). Developed all POS and promotional offers to drive sales and wine club sign-up.

Online: Utilized SEM, SEO, and online advertising to capture new names and drive online sales.

Marketing Director, Imports and Value Brands

Recruited to manage the second largest brand group within Fosters consisting of Lindemans, Rosemount, the Little Penguin, Black Opal, Wolf Blass, Gabbiano, Matua, Meridian, Stone Cellars, and Bohemian Highway representing five million cases and $244M in revenue annually. Manage a team of four. Full P&L management.

Brand Strategy and Re-Launch: Updated Gabbiano (#2 Italian Chianti) label to feel more modern and relevant. Increased perceived price by $1.20 and outscored key competitors on appeal. Developed focused marketing and sales plan to outperform in the Northeast region.

360 Marketing: Developed a cross brand Australian Marketing Platform that reached multiple consumer touch points ranging from in-store to on-line. Where executed, drove sales +7% (from double digit negative trend). Developed and managed a high profile partnership with Hells Kitchen Production Company and Gordon Ramsay that included on-air product integration supported by in-store and online.

New Product Development: Developed multiple new-to-world concepts leading to one in-market new brand; 19 Crimes. Introduced strategic line extensions within Lindemans, Meridian and other brands that include new varietals and pack formats. New product launches will deliver approximately 400,000 cases, half from 19 Crimes which is currently the fastest growing Australian wine brand with full National distribution.

REBECCA L. HENLEY – Page 2

SPROUT CHILDREN’S BOUTIQUE - Westport, CT 2008 – 2009

Owned and operated a children’s clothing boutique. Built store concept from scratch, including store design and build out, merchandise selection, yearly marketing plan.

W.J. DEUTSCH & SONS - White Plains, NY 2006 – 2007

W.J. Deutsch (privately held) is the #6 wine company in the U.S. with ~$500M in revenue.

Group Brand Director, Yellow Tail (#1 U.S. wine brand), Artesa, Septima, Osborne, Pommery

Responsible for 8.5M cases and over $300M in revenue, representing 60% of the company’s annual business. Managed staff of five, marketing budget of $25M. Full P&L management.

Strategy: Developed portfolio strategy and marketing plan. Challenged to maintain growth as Yellow Tail reached brand maturity.

Marketing Communications: Led brand team to develop advertising and promotional materials. Refocused media spend to create higher impact out-of-home advertising.

Business Management: Key liaison with wineries. Prepared quarterly business reviews, managed P&L, worked with sales force to achieve goals.

New Product Development: As a consultant (after 5/07) developed and launched Yellow Tail Sparkling. Project scope included naming, packaging design, wine optimization, and launch plan.

DIAGEO PLC. - Norwalk, CT 2000 – 2006

Based in the UK, Diageo is the largest global supplier of premium distilled spirits, wine, and beer to over 200 countries with $13.2B in annual revenues.

Director, Multicultural Marketing (05/06 – 10/06)

Promoted to build a cohesive marketing strategy and consolidate agencies across brands while retaining direct responsibility for Smirnoff and Smirnoff Ice.

Director, Smirnoff/Smirnoff Ice Multicultural Marketing (07/04 – 05/06)

Responsible for all aspects of multicultural marketing for both Smirnoff Vodka and Smirnoff Ice representing 1.7M 9L cases and $139M. Created the first national multicultural marketing plan for the Smirnoff Trademark. Challenged to gain U.S. Sales and Marketing buy-in as well as Global Marketing alignment behind this new initiative. Responsible for 2 direct reports, managed $7M+ budget.

Strategy: Developed national multicultural strategy for Smirnoff Vodka and Smirnoff Ice. Identified high potential consumer targets and developed a 5 year marketing plan, budget, and ROI targets to reach these consumers. Vodka sales +14% and Ice sales +8% in target accounts.

Advertising & Media: Selected multicultural advertising agencies. Based on target consumer insight, introduced outdoor and radio advertising for both Smirnoff Vodka and Smirnoff Ice.

Experiential Marketing: Developed and launched Smirnoff Movement Studio, a community based experiential marketing program for the trademark. First two events generated over 10 million PR impressions, raising $15,000 for local charities.

Promotions & Merchandising: Created target relevant promotions and merchandising materials.

Brand Director, Portfolio Brands (07/03 – 07/04)

Managed brand portfolio that consists of Romana Sambuca, Goldschlager, Rumple Minze and Black Haus. This portfolio represents over 1 million cases with a marketing budget of $30M.

Strategy: Simplified brand strategy in order to achieve improved execution from the field.

Advertising and PR: Introduced the first new print and outdoor advertising campaign for Goldschlager since its launch. Initiated a National PR event for Goldschlager in NYC that generated over 10 million impressions.

Brand Manager, Baileys Irish Cream (04/01-07/03)

Baileys is the #1 selling Irish Cream in the US and #9 selling distilled spirit brand in the world. Delivers over 1.2M cases annually with $160M in revenue and a total marketing budget of $33M. Responsible for national brand strategy, advertising, media planning, and promotions.

REBECCA L. HENLEY – Page 3

Strategy: Developed five-year strategic plan to achieve double-digit growth for the first time since brand launch. Identified key growth drivers that led to consistent in-market execution and more effective spending. Retail sales and depletions were +12% through June 2003.

Product Development and Launch: Led project team to develop and launch Baileys Minis. Exceeded forecast by four times equaling 8% of Baileys volume and contributing over $50M in GP.

Advertising & Media: Managed $11M media budget with direct responsibility for ongoing media planning. Developed three television commercials to support the launch of Baileys Minis that achieved top 10% LINK score. Championed the first social responsibility television ad for the brand and customized multiple global ads for the US market.

PR: Led the development of a PR campaign to support the Baileys Minis launch that delivered 23M impressions with a press kit that won a Gold Mercury Award.

Promotions & Merchandising: Created on and off premise that brought a consistent brand look and feel to all promotional materials, aligned with advertising imagery.

Regional Brand Manager, White Spirits (07/00-04/01)

Responsible for 2.4M cases and $106M revenue; total marketing budget of $16M. Portfolio included Smirnoff, Stolichnaya Vodka (through 12/00), Gordons and Popov. Responsible for local brand strategy, promotions, local advertising/media, P&L, quarterly business updates, and pricing.

SUNBEAM CORPORATION - Boca Raton, FL 1998-2000

Sunbeam is now a division of Jarden Corporation.

Product Manager, Mr. Coffee Core Products (11/99-7/00)

Product Manager, Mr. Coffee Specialty Product and Accessories (10/98-11/99)

Mr. Coffee is the #1 selling brand of coffee makers that generated over $130M in revenue. The Specialty and Accessory line was comprised of five distinct product groups that delivered $65M in revenue.

Brand Strategy and Product Line Management: Developed strategy to re-position the Mr. Coffee brand as a modern brand. Increased coffee maker business by 20% and specialty and accessory line by 10% through product line optimization, new products/line extensions, and channel management. Full P&L responsibility.

Product Development and Brand Re-Launch: Launched a new line of re-styled, easy to use coffee makers consisting of 14 new SKUs that created a new, modern look for a classic brand.

POLAROID, INC. - Boston, MA 1997-1998

Polaroid was the leading manufacturer of instant cameras and film.

Marketing Manager, Global Marketing/New Product Development (05/98-10/98)

Assistant Marketing Manager, Global Marketing/New Product Development (05/97-05/98)

Product Development and Launch: Led a cross-functional team to initiate concept phase of a second generation single use instant camera. Integrated quantitative and qualitative consumer data, retailer feedback, and engineering limitations.

EDUCATION

F.W. OLIN GRADUATE SCHOOL OF BUSINESS AT BABSON COLLEGE - Wellesley, MA

Masters of Business Administration, 1998

Selected as part of a student consulting team working with Reebok Inc. to optimize sponsorship strategy.

BRANDEIS UNIVERSITY - Waltham, MA

Bachelor of Arts, 1994

Concentration in Sociology

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