ANDREA SMITH
Summary
Dynamic marketing professional with a proven track record of exceeding sales targets and driving success in fast-paced environments. Expertise in combining strategic thinking with hands-on experience to deliver impactful solutions that enhance brand marketing performance. Skilled in identifying growth opportunities and implementing innovative strategies to boost brand awareness and increase retail volume. Committed to fostering collaborative relationships and leveraging diverse skill sets to achieve outstanding results.
Overview
18
18
years of professional experience
Work History
Senior Sports and Entertainment Partnerships
Coca-Cola North America - BODYARMOR
Remote
01.2023 - Current
- Negotiated and managed partnerships with over 10 prominent national brands in sports and entertainment, significantly boosting BodyArmor and Powerade's brand recognition.
- Achieved successful partnerships with Savannah Bananas, Anitta, Carrie Underwood, Olivia Culpo, MLB, Ronald Acuna, Vladimir Guerrero Jr., Mamba Foundation, Callie Gullickson/Peloton, CMA, and Sand in My Boots music festivals. Delivered seamless integration for PGA Tour, enhancing overall engagement.
- Designed and executed athlete programming initiatives, fostering a supportive environment for employee families.
- Led collaborative initiatives with sales teams, marketing agencies, and brand departments to integrate partner resources and campaigns. Oversaw the development of content, talent activations, and effective asset deployment.
- Orchestrated national college ambassador influencer campaigns and sampling initiatives to drive sales and marketing engagement with Gen Z audiences in the college and university market.
- Crafted comprehensive strategy to align low-calorie products with consumer profiles and fitness events, aiming to boost national sales.
- Cultivated a proactive approach to responsibilities, ensuring high standards of performance and reliability.
- Thrived in dynamic, high-pressure environments to ensure operational efficiency.
Sr. Trade & Shopper Marketing - National Accounts
Coca-Cola North America
Florida
01.2021 - 01.2023
- Orchestrated large-scale national marketing campaigns and events across multiple channels, driving brand presence for BodyArmor and Powerade at premier retail locations.
- Oversaw annual budgets exceeding $2 million to enhance brand recognition and increase account volume.
- Crafted comprehensive retail marketing strategies to support Powerade's introduction in 15,000 Dollar General stores.
- Developed strategies to meet and exceed defined sales objectives, driving revenue growth.
Southeast Shopper and Field Marketing Manager
BODYARMOR Sports Nutrition
Southeast
09.2014 - 01.2021
- Spearheaded launch of BodyArmor, BodyArmor Lyte, SportWater, and Flash IV in Southeast region, driving brand expansion to $1 billion within six years.
- Spearheaded national shopper marketing initiatives for BodyArmor across southeastern retail partners.
- Developed and led an experiential strategy team to effectively oversee and implement more than 50 targeted sampling campaigns.
- Directed marketing communications as primary liaison for Southeast bottler partners, ensuring alignment with BSN objectives.
- Played a pivotal role in the development of BodyArmor, focusing on its acquisition by Coca-Cola, valued at $8 billion in 2021.
- Executed comprehensive market development strategy for BodyArmor in Southeast, culminating in $1B revenue through the successful launch of four product lines over a six-year period.
- Led and developed a team responsible for executing over 50 experiential sampling campaigns.
- Expanded Hispanic retailer presence by implementing targeted multicultural marketing strategies in the Southeast region.
Southeast Brand Marketing Manager
CytoSport
Miami
01.2013 - 06.2015
- Directed Florida marketing initiatives for Muscle Milk, establishing objectives, executing events, and overseeing consumer sampling.
- Executed comprehensive marketing strategies for Muscle Milk in Florida, focusing on event management, consumer sampling, and engagement with university communities.
- Analyzed market trends and directed regional social media content strategies, resulting in significant digital engagement growth.
- Spearheaded experiential activations with key partnerships, athletes, and institutions to drive trial and awareness among over 50,000 participants.
- Analyzed market trends and developed targeted brand strategies to improve product visibility and reinforce competitive positioning.
- Supervised budget distribution for marketing projects, facilitating strategic resource allocation to enhance overall campaign performance.
- Established and maintained strategic relationships with key influencers, driving increased brand awareness and market visibility.
District Marketing Manager
Coca-Cola Refreshments
Miami
08.2010 - 06.2013
- Spearheaded strategic field marketing campaigns, engaging over 1.5 million consumers through experiential initiatives and sampling efforts.
- Led and inspired third largest field marketing team, engaging 1.5 million consumers through innovative experiential sampling initiatives.
- Directed budgetary operations for vitaminwater and smartwater, totaling over $1,000,000, while sustaining annual product and point-of-sale inventory management of $700,000.
- Achieved recognition as a leading performer in social media marketing. Delivered innovative strategies that exemplified best-in-class practices for brand initiatives. Contributed to significant improvements in brand engagement through creative social media campaigns.
- Formulated comprehensive field marketing strategies for national brands linked to LeBron James, The Ellen Show, Jennifer Aniston, Uncapped.com, and the David Ortiz Celebrity Golf Tournament in the Dominican Republic.
- Cultivated strategic relationships with key stakeholders to enhance brand partnerships.
- Formulated innovative multi-channel marketing strategies utilizing social media, print advertising, and public relations to enhance brand visibility.
Marketing Coordinator
D.R. Horton
Southeast Division
01.2008 - 01.2010
- Executed region based marketing campaigns and developed advertising strategies
- Assisted with budget analysis and compared results to advertising projections
- Managed advertising purchases for Southeast Division (Jupiter, FL to Homestead, FL)
- Coordinated marketing materials, event staffing, and budgets
Education
B.A. - Communications, Public Relations
University of North Florida
01.2007
Skills
- Partnership cultivation expertise
- Strategic brand management
- Consumer engagement initiatives
- Digital influencer engagement
- Sponsorship contract negotiation
- Sales-driven marketing initiatives
- Cross-cultural marketing strategies
- Retail marketing strategy
- Consumer trend identification
- Collaborative teamwork
Accomplishments
- Successful Partnership Development: Secured partnerships with 10 major sports and entertainment entities, increasing market reach by 25%.
- Budget Management Excellence: Orchestrated a $1M marketing budget, achieving a 20% increase in brand recognition.
- Achieved Billion-Dollar Growth: Expanded BODYARMOR to $1B brand in six years by launching major brand campaigns, and shopper marketing programs at retail.
- Boosted Multicultural Engagement: Executed multicultural campaigns resulting in a 30% increase in Hispanic market presence.
Timeline
Senior Sports and Entertainment Partnerships
Coca-Cola North America - BODYARMOR
01.2023 - Current
Sr. Trade & Shopper Marketing - National Accounts
Coca-Cola North America
01.2021 - 01.2023
Southeast Shopper and Field Marketing Manager
BODYARMOR Sports Nutrition
09.2014 - 01.2021
Southeast Brand Marketing Manager
CytoSport
01.2013 - 06.2015
District Marketing Manager
Coca-Cola Refreshments
08.2010 - 06.2013
Marketing Coordinator
D.R. Horton
01.2008 - 01.2010
B.A. - Communications, Public Relations
University of North Florida