Bianca Parrinello
Shirley
Summary
Experienced in brand management with a specialization in trade marketing, with a proven track record of leading high-performing teams and driving successful new brand development and innovation launches. Skilled in executing integrated campaigns and impactful experiential marketing strategies that consistently deliver results. Expertise spans national retail sales, key account management, and wholesaler relationship management. Focused on delivering exceptional brand experiences and driving sustainable business growth, bringing strategic value to any organization.
Overview
7
7
years of professional experience
Work History
Sr Trade Strategy and Insights Manager
Tilray
10.2023 - Current
- Cross-Functional Collaboration & Strategic Integration: Successfully collaborate with cross-functional teams to integrate key consumer insights and market trends into retail marketing strategies ensuring a unified approach to campaigns, optimizing impact and driving business success.
- Data-Driven Marketing & Asset Development: Utilize shopper behavior analysis and trend identification to develop high-impact marketing assets. These initiatives contributed directly to business growth, increasing brand visibility and aligning with consumer demands.
- Revenue Optimization & Waste Reduction: Manage company trade spending and focused on revenue development strategies while minimizing waste and inefficiencies.
Sr. Commercial Brand Manager
Anheuser-Busch/InBev
06.2020 - 10.2023
- Trade Marketing & Program Development: Designed and led trade marketing programs to boost consumer engagement and brand visibility.
Partnerships & Sponsorships: Built and executed initiatives from the ground up, delivering strong consumer engagement and measurable results.
Experiential Marketing: Negotiated and managed strategic partnerships to increase exposure in key markets like NYC and Long Island. Led teams in delivering high-impact brand experiences that drove sales and loyalty.
Sustainable Practices: Advocated for eco-friendly trade marketing solutions, integrating sustainability with profitability.
National On-Premise Sales Manager
Anheuser-Busch/InBev
02.2018 - 07.2022
- Key Account Program Development: Created tailored on-premise programming for national key accounts to drive brand presence and performance.
Cross-Functional Collaboration: Partnered with the National Sales team to successfully position and sell craft and import beer brands and programs to major chain accounts.
Team Leadership: Managed the Activation Team, ensuring seamless execution of field activations and brand initiatives.
Education
Bachelor of Arts - Communications & Philosophy
Florida Gulf Coast University
Fort Myers, FLSkills
- Project management
- Brand strategy
- Behavioral analysis
- Teamwork and collaboration
- Consumer insights
- Customer segmentation
Timeline
Sr Trade Strategy and Insights Manager
Tilray
10.2023 - Current
Sr. Commercial Brand Manager
Anheuser-Busch/InBev
06.2020 - 10.2023
National On-Premise Sales Manager
Anheuser-Busch/InBev
02.2018 - 07.2022
Bachelor of Arts - Communications & Philosophy
Florida Gulf Coast University
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