Andrew Alabiso

Canton, GA 770-***-**** adgx4l@r.postjobfree.com linkedin.com/in/andrew-alabiso claritudemarketing.com

Transformative & Innovative Marketing Manager

Sales Growth & Enablement Marketing Strategy & Planning Digital Foodservice & Beverage Expertise

Strategic and influential marketing and sales leader – fueling the transformation of brand development tactics, boosting ROI 82%, and increasing product penetration to 41%. Strategically drives forward action and change – overhauling and elevating marketing and value creation solutions to ensure ahead-of-the-curve operations in highly competitive landscapes.

Inspiring and motivating leader – cultivates engaging employee cultures backed by trust, accountability, and transparency. Repeatedly hand-selected to take on new challenges and facilitate turnaround objectives. Dynamic business partner and strategic asset, able to step into problematic situations, adapt and implement innovative proven processes and standards, and achieve desired business results.

“Andy is a thoughtful, creative, experienced professional, who has a history of delivering results. He has an

important capability of really listening to the needs of the organization and then building a strategic

plan that aligns with their overall goals and priorities.” – LinkedIn Recommendation

Outstanding Skill Set

Brand & Product Growth

Sales Enablement

Marketing Strategy

Project Management

Channel & Commercial

Digital & Social Marketing

Market Research & Intelligence

Strategic Planning & Execution

Data-Driven Decision-Making

Technology / UX / UI Focus

Revenue & Profit Maximization

Coaching, Training & Leadership

Communication & Presentation Skills

Analytics, ROI, KPIs

Influence & Negotiation

P&L Budget Management

Building Lasting Relationships

Cross-Collaboration

Executive Career Path

Claritude Marketing & Sales Enablement Strategy Consulting – Canton, GA 2020 – Present

Privately-owned sales and marketing performance strategy consulting company.

FOUNDER, PRINCIPAL OWNER

My mission at Claritude is to help people, teams and businesses who sell, sell more successfully, and become the best versions of themselves. I provide vision from 360-degrees and in different dimensions. My services focus on providing clients clear strategic direction and resources in the performance-critical area of Sales Enablement. Sales Enablement is about getting the right information into the hands of the right sellers at the right time and place, and in the right format, to move a sales opportunity forward. I help clients simplify the opportunity, craft tailored solutions, optimize effective and efficient sales performance and measure success. My commitment is to collaborate with the client and help deliver the strategy, action plan and resources to achieve the desired outcome.

Planet Studio – Atlanta, GA 2018 – 2019

A boutique-size, design-driven B2B marketing agency.

VP OF GROWTH, MARKETING & SALES ENABLEMENT

Hand-picked to support a slowing business and reinvigorate B2B business development tactics. Leverage proven sales enablement practices, marketing methodologies, and customer-centric initiatives to boost revenue and open up additional revenue streams.

Integral in the launch of new B2B sales enablement tools for rapid $500K revenue increase – further penetrating departments of Coca-Cola including Partnering for Growth in Franchise Leadership, RGM 2.0 Interactive Playbook for Global team, Decision Science Framework for GDSA Team, Selling Materials and Insights Presentation for Knowledge & Insights Team.

Recruited and hired 2 talented account leaders and drove digital projects (new agency CRM tools and processes - including Salesforce, HubSpot, MailChimp, Monday) and generated needed insight on how to elevate and transform the business forward.

The Coca-Cola Company – Atlanta, GA 2000 – 2018

A $9.5B multinational corporation, and manufacturer, retailer, and marketer of nonalcoholic beverages.

GROUP DIRECTOR – COMMERCIAL CAPABILITIES FRANCHISE LEADERSHIP (2016 – 2018)

Advanced to serve as a value-added business partner and resource to 2 of the largest bottlers in the system – strategically developing capabilities and safeguarding execution to company standards. Managed, mentored, and coached a team of 3 senior capability managers focused on ongoing stewardship of new execution standards capabilities to drive improved outlet execution and performance.

Influenced co-investment with large bottler in Bottler Capability Framework (BCF) process through Ernst & Young partnership.

Piloted innovative photo recognition technology designed to digitize Coca-Cola and competitive visual execution.

Facilitated system-wide initiative creation of one-stop-shop selling materials library for bottler frontline selling teams.

Drove adoption and engagement for Market Street Challenge, awarded to my key bottler for Best Bottler System Execution.

GROUP DIRECTOR – NATIONAL RETAIL AND FOODSERVICE & ON-PREMISE COMMERCIALIZATION (2011 – 2016)

Headed national retail, foodservice and on-premise commercialization with the retail function added in 2013. Leadership scope spanned a team of 5 commercial directors with oversight of commercializing specific tactical plans for retail & FSOP trade outlets.

Secured $1.5M investment in innovative Recharge Cooler – impacting 500K cases, $12.6M revenue, $2.7M in profit and 82% ROI.

Elevated Right Execution Daily (RED) combo scores +14 pts – activated 4K new accounts.

Generated $310K cost savings with creation of electronic version of On-Premise Game Plan – most downloaded field application.

Strategically added $2M in sales time with development of field selling tools – produced $350K in annual savings.

Established a web-based POS order fulfillment center – eliminated 30% distribution waste, increased selling time, and boosted ability to measure key metrics and performance standards.

GROUP DIRECTOR – CHANNEL MARKETING FOODSERVICE & ON-PREMISE (2008 – 2010)

Tapped to lead inside national role with core oversight of 4 channel managers and customer marketing managers. Conceptualized and deployed strategic marketing plans across diverse channels (including Foodservice, Education, At-Work, Health/Hospital, Leisure, Lodging, Vending) and national customers withing the channels (e.g. The Home Depot, Compass, Sodexo, Aramark, K-12, C&U)

Hit 99% of new outlet targets – constructed full-year calendar of new-outlet acquisition incentives.

Reached 41% penetration for Coke Zero – generated full-year calendar of brand availability incentives.

Championed development of On-Premise Game Plan as the picture-of-success handbook – leveraged by 3K frontline salespeople.

DIRECTOR – NATIONAL SALES FOODSERVICE & ON-PREMISE (2006 – 2008)

Promoted to director-level to drive a high-performing team of 6 across the bottle/can business – servicing a portfolio of 30+ national foodservice customers, including Subway, the primary account.

Conceptualized cross-functional Subway task force to create National Standard Operating Procedures for bottlers to address supply chain and distribution execution issues – improved deliveries with cut cases from 22% to 10%, total cut cases from 4.5% to 1.5%, and missed deliveries from 3.5% to 1%.

Delivered 47% jump in cases in 2006 and 25% jump in 2007 with creation of Subway merchandising and new product rollouts.

Drove profitable renewal of national foodservice customers including Buck’s, Auntie Anne’s, Pita Pit, Wing Zone, Cracker Barrel.

Organized and co-led first Subway top-to-top with bottler senior management using the collaborating for value process and establishing relationships critical to sustained growth and long-term partnership.

Led project team to create first-ever cooler planograms for all Subway markets and gained headquarters approval to authorize only 36 bottle SKUs (down from 150).

Led sell-in and distribution execution of vitaminwater in 1,400 Subway test locations.

SENIOR CUSTOMER MARKETING MANAGER (2000 – 2006)

Promoted from customer marketing manager to senior customer marketing manager with ownership of the Papa John’s and Home Depot accounts. Led creation of strategic marketing plans and customer value proposition targeted toward consumers of Coca-Cola products to generate sustainable gains in value creation, revenue, and profit.

Fueled collaboration with The Home Depot to develop 32-oz Powerade Orange Commemorative Label featuring Tony Stewart in 50M packages across the system.

Boosted profitable 20-oz mix from 12% to 31% and EBITDA to $0.39/case from $0.01 with design of ongoing 20-oz multipack carrier with innovative added-value feature – applauded with MegaTag Award, Innovation Award, and MeadWestvaco Award.

Produced $6M revenue, 27% volume increase, and $560M value of national promotion with Papa John's tied to movie Ice Age.

Led marketing strategy for and successful renewal of Papa John's (2001 & 2005) and Blockbuster contracts.

Delivered nearly $3MM in Papa John's Value-In-Kind partner activity in 2005, including Best Buy, Circuit City, Dick's Sporting Goods, Regal Cinema, Universal Studios Florida, and Coca-Cola Zero Sampling Program.

Developed and executed Papa John's and Coca-Cola 2003 Summer promotion with Delta that delivered over $10MM in beverage revenue (July: Volume +5%, Incidence 25%, Aug: Volume +29%, Incidence 25%, $737MM in value from Delta).

Secured/activated national NCAA sponsorship for Papa John's in 2003/2004 thru Coca-Cola partnership. Achieved $4MM, 2-yr CBS media commitment relieving Coke media liability plus national TV spot featuring pizza & Coke 2L offer.

Led development/execution of comprehensive Papa John's and Coca-Cola 2005 Summer program that delivered over $8MM in beverage revenue July/Aug (July: Vol +5% and Incidence 21%, Aug: Vol +.5% and Incidence 19%)

Early Career Experience

Arby’s – Atlanta, GA

SENIOR DIRECTOR OF MARKETING

Responsible for leading, planning and executing annual marketing plans for 90+ Arby's restaurants in the Atlanta market.

Led/coached store-level GMs, marketing communications, local store marketing, new product rollouts, POP execution, PR plans, price adjustments, research, tracking results, analyzing product mix, and managing $6MM marketing budget.

Exceeded plan with positive comparable sales and profits 4 out of 5 years in the Atlanta market.

Developed and executed 50+ Grand Openings for new units, remodels/rebuilds, including RTM's highest-volume Arby's on Hammond Drive in Atlanta.

Negotiated profitable major sports sponsorships with Atlanta Braves, Atlanta Falcons and Georgia Bulldogs.

Anson-Stoner Advertising – Orlando, FL

SENIOR ACCOUNT EXECUTIVE

Led account service responsibilities for 180+ Pizza Hut restaurants in Jacksonville, Gainesville & Orlando markets.

Led co-ops, developed, and executed local store marketing, promotions, sponsorships, marketing communications, advertising materials, research projects, tracked results and managed $11MM budget.

Developed and implemented opening plans, including over 15 delivery unit-opening plans over a 6-month span in Jacksonville resulting in record sales and over 70% in pizza delivery market share.

Successfully developed/tested "Pizza & More" concept in Gainesville/Ocala over-delivering with 11% sales increase.

Launched Papa John's Attack Plan in Orlando blunting the impact of the new stores with 3-5% sales increases.

Received special recognition from Pizza Hut's Florida Division VP of Marketing for developing and executing impactful marketing campaign to support Pizza Hut's Worldwide Convention in Orlando.

Sonny’s Real Pit Bar-B-Q – Gainesville, FL

MARKETING MANAGER

Responsible for developing and executing advertising and promotion plans for all 80 system locations.

Wrote and produced national print and broadcast creative, developed POP, led grand openings, media planning and buying in 22 markets, coordinated annual franchise meetings and managed $2MM budget.

Successfully tested and launched Sonny's Baby Back Ribs and Real Key Lime Pie exceeding sales mix goals.

Broke record sales at Sonny's first restaurant in Waldo, FL with 20th Anniversary Promotion.

Education & Organizations

BACHELOR OF SCIENCE – ADVERTISING (MAJOR), COMMUNICATIONS (MINOR) University of Florida – Gainesville, FL

DIGITAL MARKETING CERTIFIED ASSOCIATE (DMCA) University of Georgia, Terry College of Business – Online

In Progress (October 2020 completion target)

Includes certification in SEO, SEM, Social Media Marketing, Content, Email Marketing, Mobile Marketing, PPC, Website Conversion Rate Optimization, Digital Analytics, Programmatic Buying, Google Analytics, Google Ads, Digital Marketing Strategy.

DIGITAL MARKETERS ORGANIZATION Social network of iconic brands, digital agencies, and independent marketers.

SALES ENABLEMENT SOCIETY SESociety.org is a place to meet, engage and network with people involved in all facets of sales enablement, both locally and globally.

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