Summary
Overview
Work History
Education
Skills
Activities
Timeline
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JAIME KELLER

Miami,FL

Summary

Dynamic Marketing Director with over 15 years of spirits industry experience in both marketing and commercial sales. A career focused on driving the growth and development of small to mid-size brands, I am seeking to leverage my diverse background to lead a portfolio of brands that places both the consumer and customer at the heart. Accomplished marketing professional with demonstrated success developing and implementing strategic approaches to drive market growth and bottom-line profitability. Strong communicator with natural leadership talent and high energy. Impactful and successful manager talented in building teams and motivating personnel to new levels of performance. Dynamic Marketing Director offering many years of progressive experience in industry. Strategic decision maker and operational problem solver. Develops successful programs that drive company growth.

Overview

14
14
years of professional experience

Work History

Marketing Director – Bombay Sapphire

BACARDI
Miami, FL
01.2021 - Current
  • Successfully led Bombay Sapphire to surpass 1 million cases in 2022 for the first time via cross-functional partnerships with commercial, CP&A, and brand.
  • 2021-2024 ROS, distribution, share.
  • F21: NSV: +9.6% vs. PY and Depletions +5.1% vs. PY.
  • F22: NSV: +2% vs. PY and Depletions +0% vs. PY; OOS drives slower NSV and depletions growth vs. plan; excluding RTD, spirits revenue growth of 3.6% and +0% volume.
  • F23: NSV: +5% v PY and Depletions +3% v PY // NSV +2.2% and +1.7% depletions v AOP
  • F24: NSV -1.3% v PY and Depletions – 3.3% v PY; excluding RTDs, spirits declines in both revenue and volume -1.5% and -3.3%, respectively.
  • Achieved the best brand health on Bombay Sapphire: #1 in awareness, desire, consumption, and leads in all critical emotional and functional brand health metrics versus key competitor Tanqueray. Bombay Sapphire has also grown awareness, desire, and familiarity since FY22.
  • The 2021 Led award-winning Bombay Sapphire Sense Stirred campaign launch moment, The Sensory Auction, won a Silver Clio Award, was shortlisted for a D&AD award, received a One Show-Design Merit award, and gained recognition from The Webby Awards.
  • In 2022, I successfully led a through-the-line Limited Edition Basquiat bottle in partnership with the Basquiat Estate across paid, owned, and earned media, and in partnership with the key retail partner, Total Wine & More. Bombay Sapphire was the first brand to successfully launch a Bacardi NAM direct-to-consumer branded website with highest sell through rate. First time direct print packaging highlighting our sustainability credentials. The limited edition bottle also broke, and the Cocktail Courier cocktail kit sold out in less than 30 days. ReserveBar's release surpassed the BUSA portfolio average in the first month. LTO also won the Spirits Business Gold Design & Packaging Masters Award.
  • In 2022, I led the strategy and go-to-market plans for Innovation: Bombay Sapphire Bramble and became the #1 fastest-growing gin by share, #3 fastest-growing in total fin by share, ranked among the top 4 flavored gins, #1 gin innovation, and #2 fastest-growing overall gin by volume in Canada. Flavor innovation successfully recruited from outside the category, with 62% of sales in the US being incremental to spirits, and 75% of sales in Canada coming from consumers new to House of Bombay.
  • 2023 MMM: Bombay Sapphire was recognized for being the top-performing BMC with the most effective marketing mix, resulting in the highest media attrition to sales value at 18%.
  • 2025 Bombay Sapphire is the top trending gin globally, moving five spots, as US advocacy leads with education, master distiller visits, and MIB is recognized as an industry-leading program.
  • Managed cross-functional teams to execute marketing campaigns effectively and efficiently.
  • Collaborated with product development to align marketing efforts with new product launches.
  • Oversaw market research initiatives to identify consumer trends and preferences.
  • Built relationships with media partners to enhance brand visibility and engagement.
  • Analyzed campaign performance data to inform future marketing strategies and tactics.
  • Mentored junior team members on best practices in marketing and brand management.
  • Developed and implemented a comprehensive marketing strategy to increase brand awareness.

Director - Innovation Brands

BACARDI
Miami, FL
01.2018 - 01.2021
  • Led new trademark development from ideation and strategy thru launch across categories and via format innovation. Partner with SIA to lead extensive qual & quant research, product, liquid, packaging and comms. Led commercial planning that drove confidence and excitement for new brand launches.
  • Led the development of an innovation cross-functional task force with key leadership stakeholders to ensure connected 360 programming for innovation launches, including rigorous commercial involvement to define focus markets, key NRS customers, and ROS tools (Plume & Petal and M&R Frose).
  • Led fast-track development of Plume & Petal RTD with forecast surpassing 100k 9L case in F22
  • Successfully piloted (Test and Learn), launched (nationally), and transitioned M&R Frose and Frosecco (NAM Martini & Rossi Brand Team), surpassing benchmarks at each stage of development and commercialization.
  • M&R Frozen Cocktails was awarded the 2021 Rising Star by the Beverage Information Group.
  • Led the development of a 5-year, new-to-world pipeline of innovation, vetted through consumer research, with a similar process adopted by the Global Innovation team.
  • Led the rebrand and new strategy for Stillhouse post-acquisition from Brand Value Engineering (COGs reduction and supply chain efficiency), SKU rationalization, new go-to-market strategy, development of a new brand platform, BVI, and all ATL and BTL programming tools.

Manager- Field Marketing

ANGEL’S ENVY
01.2016 - 01.2018
  • Successfully developed relationships with Bacardi and SGWS Senior Management thru the Brand transition, shifting focus from volume driving to ‘Right Place, Right Price’. Maintained and/or increased profitability, strengthened consumer advocacy programming, and developed appropriate sales drivers with Trade Development partners while achieving brand growth according to plan.
  • Managed, communicated, and precisely executed Brand strategy plans in conjunction with Angel’s Envy Whiskey Guardians, Bacardi, & SGWS in the SE Region.
  • Planned and activated all Field Marketing programs in the Southeast Region including; Account Programming, Distributor Programs, National Programs, Account Advocacy, Distillery Trips, and Special Events.
  • Managed and developed a team of 7 Whiskey Guardians through strategic planning of ‘Deep & Narrow’ Account focus, Account penetration, and Account development via specific consumer activities and action plans.
  • Worked closely with Bacardi Regional Commercial Leaders, and SGWS Trade Development team to build strategic programs focused on Consumer and Trade Development given the Allocation Model of Angel’s Envy.
  • Developed and coordinated annual allocation plan of Angel’s Envy Rye & Cask Strength with the Region.

Director- Eastern Region Sales

LEBLON CACHACA
01.2014 - 01.2016
  • Effectively led the commercial transition into Bacardi USA Portfolio in conjunction with Leblon President/Founder ensuring smooth transition in challenging environment of Route to Market Distributor changes; critical business transition market-by-market, training, and education.
  • Commercial Brand Plans, IAP, Budget planning, and transition of successful KPI’s relevant to the brand.
  • Managed 19 distributors (including Puerto Rico & cruise lines) developing on and off premise market specific programs, attaining GTM goals, and creating incentives to achieve brand volume growth, account sold growth & achieve revenue goals.
  • Led and coached a team of 9 Leblon Sales Managers & Sales Ambassadors focused on brand building KPI’s including; volume growth, distribution growth, consumer engagement, new menus, new displays, and account/bartender trainings within a targeted universe of accounts.
  • Worked closely with the marketing team to develop Trade Advocacy Programs that achieves the Brands’ top line strategy and ensuring excellence in execution.
  • Results: Total Eastern Region: +25% EBITDA vs plan & +53% EBITDA vs PY; +64% Net Contribution vs plan. EBITDA results are an effect of managing overall spends per case (improved by ~$50/9L case), management of a more strategic team, targeted spending and distributor relationships.

Manager- Northeast Region Sales & Marketing

LEBLON CACHACA
01.2012 - 01.2015
  • Managed 13 distributors by developing on and off premise market specific programs, attaining GTM goals and creating incentives to achieve brand volume growth, account sold growth & achieve revenue goals.
  • Led and coached a team of 5 Leblon Sales Managers & Sales Ambassadors focused on brand building KPI’s including volume growth, distribution growth, consumer engagement, new menus, new displays, and bartender/account trainings within a targeted universe.
  • Managed significant Sales & Marketing programming for World Cup Activation with targeted KPI’s and metrics for success.
  • Worked closely with Marketing Team to develop Trade Advocacy & World Cup Programs that achieved the Brands’ top line strategy and in-market effectiveness.
  • Results: 2013: Summary: New York: +4% volume, +40% EBITDA & +71% Net Contribution vs PY and +4% gross margin. Total Region (excluding NY): +25% volume, +39% EBITDA & +213% Net Contribution vs PY and +5% gross margin. 2014: Summary: New York: +8% volume, maintained Net Contribution and +2% gross margin growth Total Region (excluding NY): +22% volume, Achieved EBITDA goals and managed total spend per case (beating plan by $2/cs), maintained Net Contribution and +2% gross margin.

Education

Advanced Learning Program -

University of Miami
Miami
01.2024

Bachelor of Business Administration - Marketing, Management

University of Wisconsin – Madison
Madison
01.2000

Skills

  • Brand strategy
  • Digital marketing
  • Market research
  • Campaign management
  • Product innovation
  • Cross-functional collaboration
  • Data-driven decision making
  • Leadership development
  • Innovation
  • Strategic planning
  • Consumer insights
  • Team leadership
  • Relationship building
  • Agency management

Activities

  • University of Wisconsin Women’s Soccer Team; Division 1 - Big Ten Champions 1996, NCAA 2nd round, 3rd round NCAA 1998
  • Sorority: Sigma Delta Tau

Timeline

Marketing Director – Bombay Sapphire

BACARDI
01.2021 - Current

Director - Innovation Brands

BACARDI
01.2018 - 01.2021

Manager- Field Marketing

ANGEL’S ENVY
01.2016 - 01.2018

Director- Eastern Region Sales

LEBLON CACHACA
01.2014 - 01.2016

Manager- Northeast Region Sales & Marketing

LEBLON CACHACA
01.2012 - 01.2015

Advanced Learning Program -

University of Miami

Bachelor of Business Administration - Marketing, Management

University of Wisconsin – Madison

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