Marketing Director Global Brand

Ken Reilly

Strategy Innovation Global Brand Leadership

Brooklyn, US, NY / +1-347-***-**** / ***@***************.*** Professional Summary

Marketing leader with over two decades of extensive expertise in strategic planning and brand communications for premium consumer lifestyle brands. Proven track record of developing and implementing comprehensive marketing strategies for global luxury brands, managing multi-million-dollar budgets, and driving sustainable commercial growth. Entrepreneurial approach to leveraging consumer insights and innovative marketing strategies that build brand equity and optimize market presence. Known for fostering collaborative cross-functional leadership and cultivating key industry relationships. Employment History

Marketing Consultant A BUTTERFLY FLAPS 2014 - PRESENT New York City & Dublin

• Crafting strategic roadmaps for international brands entering the US market, focusing on super premium positioning and targeted market expansion

• Designing comprehensive launch plans across multiple industry sectors that ensured foundational trade support and brand presence in hyper-targeted markets

• Reviewed and optimized media strategies for clients, improving EBITDA by an average of 8% through strategic budget reallocation

• Developed and executed comprehensive trade advocacy programs, enhancing brand awareness, and developing strong relationships with key industry stakeholders and influencers Advisor Bord Bia (The Irish Food Board) 2024 - PRESENT New York City & Dublin

• Guide premium brand owners on strategic US market approach, focusing on market selection, investment optimization, and consumer engagement planning

• Provide expertise on luxury positioning and brand strategy for international market expansion Board Member LUMITY LIFE, INC. 2019 - PRESENT New York City & London

• Advise UK management on strategic market expansion initiatives in North America

• Deliver actionable insights for product portfolio enhancement and sustainable growth strategies Marketing Director, Powers Whiskey PERNOD-RICARD USA 2017 - 2019 New York City

• Reversed declining year-over-year sales trends by aligning brand strategy with in-market sales initiatives to deliver sustainable volume growth

• Collaborated with global marketing to ensure brand pillars aligned with market-level commercial initiatives

• Developed comprehensive three-year brand strategy that delivered 3x category growth in focus markets while optimizing portfolio profitability

• Unified cross-functional teams across sales, distribution partners, and global brand leadership to execute comprehensive brand repositioning and packaging redesign

• Full P&L responsibility for Powers Whiskey, reporting directly to division President and global operating company Marketing Director, Rum & Irish Whiskey WILLIAM GRANT & SONS 2010 - 2014 New York City

• Led US business for two global priority brands, Sailor Jerry Rum and Tullamore DEW Whiskey, achieving over $75 million annual revenue and strategic member of global leadership team

• Designed and managed eleven-member marketing team across brand management, advocacy, and trade engagement to ensure successful attainment of annual consumer and commercial targets

• Orchestrated the strategic integration of Tullamore DEW into the William Grant US portfolio, securing #2 market position through targeted geographical expansion and optimized brand investment allocation

• Spearheaded a digital marketing strategy that elevated Sailor Jerry to a Top Ten Digital IQ brand, surpassing established industry competitors with larger annual budgets

• Drove portfolio innovation strategy that balanced brand expansion with core consumer loyalty while maintaining premium market positioning

• Developed and managed an annual $10 million+ marketing budget with quarterly reporting to Global HQ Team Lead, Trade Marketing HEINEKEN USA 2008 - 2010 White Plains, NY

• Aligned global brand strategy with local market demands, ensuring achievement of sustainable national sales targets

• Spearheaded retail trade marketing strategy, driving brand visibility across 1,000+ locations through strategic partnerships

• Drove commercial implementation of major media campaigns, expanding retail footprint and premium market positioning

• Guided brand teams in portfolio optimization within core retail environments, fostering synergistic partnerships Director, Customer Marketing DIAGEO NORTH AMERICA 2001 - 2008 San Francisco & New York City

• Collaborated with brand teams to enhance retail marketing and visibility, boosting revenues by $45 million

• Led team of five Trade Marketing Managers developing shopper marketing strategies, exceeding KPIs and demonstrating measurable engagement results

• Guided innovation teams on retail environment strategies as a key input into Diageo’s innovation agenda

• Integrated shopper loyalty data to improve shopper engagement, brand velocity, and consumer analytics

• Managed stakeholder relationships across marketing, sales, and compliance for strategic alignment Education

Trinity College Dublin, Ireland

M.A. & B.Sc. (Management) - Marketing Concentration Executive Training Modules

University of Pennsylvania, Wharton School of Business Core Competencies

Strategic Marketing & Brand Management

• Global luxury brand marketing and positioning

• Annual marketing planning and budget management

• Cross-functional team leadership and development

• Market research analysis and strategy adaptation Digital & Traditional Marketing

• Integrated marketing campaign development

• Media planning and advertising agency coordination

• Social media strategy and digital marketing

• PR and influencer relationship management

Commercial Excellence

• P&L management and budget optimization

• Sales forecasting and market analysis

• Trade marketing and retail partnerships

• International market expansion strategies

Leadership & Collaboration

• Team building and personnel development

• Stakeholder relationship management

• Cross-cultural communication and global team coordination

• Project management and deadline execution

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