JACQUELINE SANTIAGO

**** ****** **** **. *******, Florida 32828 813-***-****

ad0uu1@r.postjobfree.com

Dynamic, results-oriented Marketing Communications and Brand Development professional with diversified experience encompassing international, national, regional and local advertising/communications platforms. Areas of expertise encompass all functional sales and marketing aspects including:

B2B, Trade and Consumer Sales & Marketing Promotions / Special Events

Public / Community and Vendor Relations Trade Show Management

Branding / Positioning Media Planning/Buying

Advertising / Online Media / Internet Marketing New Product Launches

PROFESSIONAL EXPERIENCE:

Southern Glazers Wine & Spirits, Orlando, Florida 2016 to present

Key Account Manager, TransAtlantic Spirits Division NEFL

Responsible for the planning, directing, and monitoring the performance as it relates to assigned brands (BUSA). Facilitates the attainment of program goals through the sales teams, as well as the program pricing of assigned brands to achieve the Company profit goals.

Reports to the NEFL Sales Director and work closely with NEFL TAS and Full Book Sales Management Team

Manage and prioritize communication flow to sales teams. Incorporate “best practices” and other marketing learnings

Support monthly business reviews/programming meeting across all independent channels for NEFL Fullbook Teams

Present/develop brand and category information to sales force

Participate in all TAS/BUSA Sales blitzes

Collaborate with Team Enterprise event/demo/promo calendar and budgets

Develop tactical overlays to division/brand strategy

Work directly with suppliers’ representatives in ordering brand POS and merchandise. Managing inventory and approval of specialty items

Budgeting and management of external BUSA Marketing budgets to ensure effective spend, mitigate risk and identify opportunities

Build target account lists for identified activities

Lead in all scheduling and in-market activities for Trade Advocacy Ambassadors

JJ Taylor Distributing, Tampa, Florida 2012 to 2016

Hispanic Marketing Manager

Responsible for working together with assigned suppliers on marketing programs, retail execution and market visits to ensure visibility and gain distribution and brand awareness.

Work directly with suppliers’ representatives in ordering brand POS and merchandise

Develop marketing ideas for all assigned brands

Maintain POS and Merchandise budgets for all brands

Oversee employees/ sales team responsible for maintaining current and thematic POS and merchandise in market

Communicate with sales team and Directors regarding latest marketing programs, POS and trade executions as well as budgets

Act as market development point person: negotiate special events and sponsorships

Ensure and verify market program execution

Coordinate sales incentives, focuses, meetings and conventions

Coca-Cola Company, Tampa, Florida 2010 to 2011

District Sales Manager – Large Chain Department

Responsible for driving shareholder value through the maximization of market shares, sales, and profits. Effectively lead trade execution through the management of field personnel within a designed territory. Responsible for the coaching, developing and encouraging excellence from a diverse team

Directly responsible for the management, planning and administration of sales/distribution

Managed sales, profit and operational expenses for designated sales territory

Established and maintained positive customer relationships

Managed within labor and OPEX budget

Monitored market execution and merchandising standards compliance

Managed and audited team members time keeping

Anheuser-Busch Inc., Tampa, Florida 2007 to 2009

Sales Manager – Urban Sales Department

Responsible for managing a local sales team to ensure sales quotas and company objectives are met for both the on and off premise departments. Worked closely with Region Sales Director and local Distributors in the development and implementation of local and national programs.

Responsible for setting goals in conjunction with local wholesaler for sales team members as needed to maintain and gain volume emphasis

Developed custom sales strategies for each team member as well as tracked and monitored their success

Led the execution of sales goals within the Tampa Bay market

Administered team meetings, region meetings and sales training

Coordinated and presented team members accomplishments on a daily/weekly/monthly basis to Region Sales Director and as well as local distributors

Responsible for team budgets, expense reports and employee records

Conducted team sells and work-withs with all team members

Established and maintained relationships and partnerships with key personnel at distributor and retailer account level

Provided clear direction of goals set forth by the company to sales team members

Schenck Company, Orlando, Florida 2005 to 2007

Key Account Manager – On-Premise Department

Responsible for securing Weekly/Monthly/Seasonal beer features and specials and secure incremental distribution. Professionally represented company to all independent store account. Maintain a specific account call frequency on a scheduled basis, ultimately achieving sales volume, gross profit, and distribution objectives.

Account management included: selling, advertising, promotional programs, product inventory and pricing, presentations, and special events programming

Consulted with Sales Manager on sales/ distribution objectives, marketing programs, and distribution targets

Maintained high sales presentation standards and provided cost effective services to customers to help accomplish specific business objectives

Called on restaurant District Managers, Store Managers and Marketing Managers on a weekly/monthly basis.

Followed-up on national mandated programming/distribution

Monitored new location openings and coordinated with distributorship efforts

Established a high level of rapport with key personnel

Worked with brewery representatives, maintaining open communication regarding programming

Conducted monthly Work-withs with DM’s and/or AM’s monthly.

Adhered to and complied with Florida state beer distribution laws and guidelines

Responsible for servicing customers’ needs after programs had been activated

Coca-Cola Enterprises, Inc., Miami, Florida 1997 to 2005

Sales and Marketing Representative - Cold Drink Department

Responsible for territory development, new product promotion and account maintenance for leading beverage distributor. Worked closely with customer base to expand brand portfolio and grow market share in a highly competitive market. Negotiated pricing and terms of presence, handled competitive issues and maintained high level of customer retention.

Developed, maintain and service of over 200 accounts in the South Dade territory

Assisted clients with creative marketing strategies to enhance business and identify growth opportunities, resulting in territory sales increase of 92% in Dasani water and 67% in Fanta products.

Created formal product/profitability analysis presentations for special events and product promotions.

Sold promotions, instituted price features and implemented in-placements of new products as a value-added service of Coca-Cola

Developed streamlined process for equipment control, significantly reducing customer wait times and improving customer satisfaction and retention

Met and exceeded sales goals for targeted markets and ensure market execution

Anheuser-Busch, Inc., Manhattan, New York 1995 to 1997

Marketing Representative, Contemporary Marketing Team - NE Region

Hired by the leading beer manufacturer to research, develop and manage brand positioning and advertising strategies in domestic markets. Managed all aspects of brand equity including market research, sampling, positioning, advertising, packaging, consumer promotions and pricing. Accountable for brand financials and budget management.

Conceived, developed and executed tactical short/long-term marketing plans including trade/consumer print, direct mail, public relations, trade shows, Internet communications and marketing/sales collateral materials

Provided on-going business analysis including business trends, segment trends, retail activity, profitability, inventory, forecasting and additional business opportunities

Conducted market research for national brand and competitors. Monitored and tracked sales to identify key factors and develop product promotions targeted to specific populations

Conceived product positioning strategy, yielding 38% revenue increase while maximizing brand awareness

Developed creative presentations and events for national brand beer to accommodate seasonal trends

Organized/executed events promoting national brands for prime events including Superbowls and Summer Olympics. Developed representational public events and worked with charitable organizations

Created complete initial and continual brand awareness achieving aggressive business-driven results

Built effective consumer and trade brand models and translated into tactical efforts to ensure market optimization and position company to capture larger market share

International Business Communications, Ltd., London, England Summer 1989

Assistant Director of Conferences/Seminars (internship)

Responsible for planning and execution of conferences and seminars. Scheduled and planned all aspects of events and oversaw entire event execution and management.

Demonstrated skills in organizing large-scale international conferences

Served as a liaison between the company and internationally recognized officials

Conducted proactive troubleshooting of actual/potential problems and implemented cost-effective solutions

Coordinated and interacted with management to ensure quality and success of event

EDUCATION

Master of Business Administration Degree – May 2004

Nova Southeastern University, Fort Lauderdale, Florida

Bachelor of Science Degree, Business and Professional Management – April 2002

Nova Southeastern University, Fort Lauderdale, Florida

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