- Passionate about balancing physical health with mental and emotional wellness
- Photography enthusiast
AMANDA R. BRADLEY
Huntington,NY
Summary
Dynamic and results-driven marketing leader with a proven track record in strategizing, developing, and activating innovative programming for established and emerging brands. Expertise in leveraging market insights to drive brand growth and enhance customer engagement, ensuring alignment with evolving consumer needs. Strong passion for fostering collaboration across teams to deliver impactful marketing initiatives that resonate with target audiences and elevate brand presence.
Overview
16
16
years of professional experience
Work History
Central Activation Planning & Operations
DIAGEO
11.2018 - Current
- Delivered a national execution plan for portfolio, that sets and communicates priorities to the field
- Lead planning and the overall process for the central team while managing the agency for non-premise and sampling
- Worked with cross functional partners to strategically build out and deliver brand activation plans
- Monitor and provide insights to brand teams to help better equip our route to consumer programming
- Collaborated with local markets and be solution oriented when needing to deliver excellent execution
Trade Development Manager, Texas (Secondment)
DIAGEO
Texas
01.2025 - 08.2025
- Acted as primary liaison for internal teams and distributors - provided support, communication & coordination at the local level to ensure alignment of activity to help drive the business for key brand initiatives
- Tracked ongoing spends towards overall budget with PO & CPS management, generated WBS codes and executed budget transfers across all brands for the state of Texas
- Managed monthly/quarterly budget reconciliation sessions with key stakeholders, fostering collaboration and transparency in financial planning
- Oversaw distributor invoice management for BDMS, ensuring timely completion of key deliverables.
- Coordinated and executed activation strategies tailored to each market, ensuring comprehensive coverage of all categories.
- Tracked, ordered, and customized POS for market needs and priorities
- Maintained and reinforced cross-category calendar with internal teams and distributor partners
- Facilitated collaboration with agencies to ensure seamless program execution.
Commercial Planning & Activation - Gins & Liqueurs
DIAGEO
01.2017 - 11.2018
- Determined channel/customer priorities and implications to execute growth drivers and drive conversion for Gins and Liqueurs
- Worked with cross functional partners such as marketing, innovation, field sales, and agency contacts to deliver a brand activation plan and execute shopper marketing initiatives
- Delivered a national execution plan for category and brands, that sets and communicates priorities to the field
- Collaborated with and managed creative agencies and field sales/marketing teams to develop commercial marketing programs that drive brand visibility in store and at bar
- Identified and executed a commercially viable digital agenda to deliver brand strength and customer reach across the Diageo portfolio
Account Manager, Basil Hayden’s Bourbon
WCMG
10.2016 - 12.2016
- Led development and activation of the Bourbon Among Friends, a nationwide trade experiential tour executing in six key markets and attending to reach over 600+ bartenders and local media
- Manage and mentor Jr. staff
- Develop trade events for Basil Hayden’s, helping change bartender perception on bourbon, therefore increasing sales and menu placements in key accounts
- Manage and reconcile a multi-million dollar budget
Senior Account Executive, Diageo Innovation & North American Whiskey
MKTG, INC.
07.2015 - 10.2016
- Served as the main agency contact on all Innovation brands for strategy and execution
- Conceptualized, implemented and supervised experiential marketing and brand integration strategies to satisfy client objectives
- Managed and increased Ambassador Program from one to three full-time Specialists in Markets
- Developed all materials needed to launch 10+ new to world brands including Naked Turtle Rum, Hilhaven Lodge Whiskey and Blade & Bow Whiskey, leading to expansion in 26 additional markets due to success in key markets
- Launched and expanded Naked Turtle Rum from one to 19 markets nationwide
- Conceptualized, developed and executed large scale sponsorship events including, Pilgrimage Music Festival and Tortuga Music Festival allowing brands to interact with over 120K+ consumers per event
- Partnered with Haute Living Magazine to launch The Hilhaven Lodge Whiskey in Miami for their Haute 100 After Party where over 100+ influencers attended
- Collaborated and liaised with Diageo sales team to ensure all brands activities (on and off premise and ad hoc events) were executed flawlessly, therefore increasing bottle sales and menu placements
- Created and managed all budgets; reconciled on a monthly basis and provided updates to clients
- Managed an Account Executive who provided support with local markets and Ambassador program
Account Executive, Diageo Chateau & Estate Wines/ Innovation
09.2012 - 06.2015
- Led the first on-premise sampling program for DC&E Wines
- Managed 25+ sampling agencies which included evaluating market performance
- Managed $3MM+ budgets; reconciled on a monthly basis and provided updates to the clients
- Provided data analysis to the Marketing, Brand and Sales teams on a monthly, quarterly, bi-annual and annual bases
Portfolio
Assistant Event Manager, Diageo Wine & Spirits
11.2010 - 09.2012
- Hired and managed a promotional staff of 350; managed paperwork and payroll timesheets
- Assisted in the execution of large scale events such as House of Walker (2011, 2012), Whiskey Live, and Whiskey’s of the World
- Supported the development of professional relationships with accounts and ongoing account management
Education
Bachelor of Science -
Windows On The World Wine School
New York, NY09-2013
B.A. - Communications specializing in PR & Advertising
Loyola University Maryland
Baltimore, MD01-2010
Skills
- Optimistic team player
- Cross-functional teamwork
- Supportive communication style
- Effective problem resolution
- Time management
- Strong attention to detail
- Adaptable to change
- Reliable and accountable
- Excellent communication
- Strong organizational abilities
Interests
Timeline
Trade Development Manager, Texas (Secondment)
DIAGEO
01.2025 - 08.2025
Central Activation Planning & Operations
DIAGEO
11.2018 - Current
Commercial Planning & Activation - Gins & Liqueurs
DIAGEO
01.2017 - 11.2018
Account Manager, Basil Hayden’s Bourbon
WCMG
10.2016 - 12.2016
Senior Account Executive, Diageo Innovation & North American Whiskey
MKTG, INC.
07.2015 - 10.2016
Account Executive, Diageo Chateau & Estate Wines/ Innovation
09.2012 - 06.2015
Portfolio
Assistant Event Manager, Diageo Wine & Spirits
11.2010 - 09.2012
B.A. - Communications specializing in PR & Advertising
Loyola University Maryland
Bachelor of Science -
Windows On The World Wine School