In my recent role as Senior Brand Manager, I led brand strategy, product launches, and integrated marketing campaigns for Peroni Nastro Azzurro. I successfully launched Peroni 0.0%, making it the third-largest no/low alcohol beer in the UK with a 44% share of voice. My work covered the full product lifecycle, from market research to campaign execution, ensuring alignment with global strategies and local consumer needs.Key Responsibilities & Achievements:- People & Market Leadership: Managed and mentored a Brand Manager in the UK; collaborated with the Irish distributor’s marketing team to ensure consistency and a successful rollout of Peroni 0.0% in Ireland.- Brand & Product Launch: Led the UK & Ireland launch of Peroni 0.0%, driving high-frequency campaigns reaching 60% of lager drinkers and generating 6.9M PR impressions. Peroni 0.0% became the third-largest no/low alcohol beer in the UK and won Asahi’s “Best Non-Alcoholic Beer Brand” award.- Strategic Brand Leadership: Led short- and long-term brand planning, defining priorities and activation plans across channels to drive growth and maintain the brand’s premium positioning in the UK and Ireland.- High-Impact Campaigns: Delivered industry-leading campaigns, including the first-ever Peroni Winter campaign (2023) and Easter 2024, exceeding goals with:143M OOH/TV impressions (vs. 73M planned)2.5M Spotify impressions, 95.5% completion rateBrand metrics: Consideration +3%, Awareness +2%- Formula 1 Partnerships: Led premium F1 partnerships with Aston Martin F1 and Scuderia Ferrari, elevating Peroni 0% with media plans, PR strategies, and events.- Consumer Engagement: Distributed 500,000+ product samples across the UK & Ireland, fostering consumer connections.- Innovation Leadership: Introduced new SKUs and formats (e.g., 330ml can) to expand distribution and unlock new market opportunities.- Performance Tracking: Conducted quarterly reviews to optimize efforts and track KPIs to maintain a competitive edge.

Managed Portfolio of Brands: Jack Daniels Tennessee Honey, Jack Daniels Tennessee Fire, and Jack Daniels Tennessee Apple.Successfully launched Jack Daniel’s Tennessee Apple in the UK in March 2020, navigating the challenges of the COVID-19 pandemic. Collaborated cross-functionally with global teams, sales, trade, agencies, and market research to execute a highly impactful launch. This became Brown-Forman UKs most successful launch and the 3rd largest Spirit NPD of 2020.Led a broad-reach media campaign (TV, VOD, digital, OOH, paid social), reaching 84% of the target audience across three waves, driving awareness and penetration. Achieved the 3rd highest SOV in April 2020, 41 PR placements, and 1M influencer reach. The campaign won a Campaign Media Award for Best Media Campaign in the Alcoholic Drinks category.Worked closely with the sales & trade team to successfully launch JD Apple in the off-trade, securing strong distribution across top retailers, supported by impactful in-store and online activations. Owned the P&L and a £1.3M ATL budget for JD Tennessee Apple.Managed the NPD scorecard quarterly, tracking performance vs. KPIs, and identifying opportunities through internal reports and Nielsen data.Led the Jack Daniel’s Flavours portfolio strategy for 2021 and beyond, including innovation workshops with key stakeholders to inform FY23+ plans and activations for key occasions. Played an active role in global workstreams, including strategy for JD Fire and testing the “Make It Count” campaign.Led packaging updates for JD Fire, coordinating with global, supply chain, and sales teams for flawless execution. Delivered gifting planning for Jack Flavours, securing an additional £150,000 in investment for identified opportunities.Brand lead for e-commerce and digital shelf, successfully securing Amazon listings for JDTA, JDTH, and JDTF, and managing media campaigns to drive traffic to product pages.

Key Achievements and Responsibilities:Jack Daniel’s Presents Campaigns: Successfully launched the first-ever experiential campaign for Jack Daniel’s Tennessee Whiskey (JDTW) in 2019—Jack Daniel’s Presents, a secret event for 500 people amplified to 8M reach in the UK. Led the re-launch in 2020 for 2,000 people, reaching 15M consumers via multichannel media.Innovative Digital Campaigns: Secured the first-ever Spotify campaign at Brown-Forman, shifting key consumer metrics (+22% brand awareness, +24% music association). Also launched the first Twitter Promoted Trend, generating 15M impressions in one day.Commercial Results: Collaborated with Trade Marketing and Sales to achieve strong commercial success, including 250K necktagged bottles in Asda, Morrison’s, Sainsbury’s, and Waitrose. This led to 20,000+ incremental 9l volume. Event activation in 6,500 on-trade outlets resulted in 1.3M serves sold and 42,000 promotion entries.Partnerships: Secured a two-year partnership with Glastonbury Festival, executing JD activations across 60+ festival bars. Led an on-trade experiential partnership with Mitchell & Butlers “Sound of Summer” program, increasing visibility in 30+ O’Neill’s sites.Immersive Experiences: Led the Jack Daniel’s activation at Secret Cinema and Stranger Things Netflix series, engaging 100,000 guests and selling 24K drinks over four months. JD was the top brand associated with the event.Music Venues Trust: Managed JD’s partnership with Music Venues Trust, securing yearly donations and sponsoring their Venues Day event.Tactical Partnerships: Delivered collaborations with Dr. Martens for music events, Haagen-Dazs for a Jack & Coke twist, and the Jack Daniel’s bar at Winter Wonderland, further enhancing JD’s brand presence.

Spent most of my time gaining experience with Jack Daniels Tennessee Whiskey brand, supportingthe team and key campaigns.Successfully completed 6-month long placement with Brand Business Insights team.

Marketing placement during studies.