Summary
Overview
Work History
Education
Skills
INVOLVEMENT
Timeline
Generic

Chris Saling

Louisville,KY

Summary

Strategic Marketing Manager possessing outstanding communication, time management and multitasking abilities. Brings experience spanning 10+ years developing and implementing comprehensive marketing strategies for company's growth. Excels in collaboration with numerous agency, brand, insights and creative design partners. Passionate leader that looks to bring a sense of excitement, creativity, and thought provoking mindset to the Jack Daniel's global and local marketing teams alike.

Overview

12
12
years of professional experience

Work History

IMC Manager - Jack Daniel's Flavors

Brown-Forman
06.2023 - Current
  • Led brand strategy and message continuity across innovative multicultural depth programs in partnership with large scale media partners and paid influencers across national and local marketing/sales teams.
  • Led the development and implementation of the first ever Jack Daniel's metaverse experience, supported by strategic web, email, media, PR, and influencer outreach.
  • Managing production and media spend across numerous teams to bring a full length feature documentary to life on Hulu and Vox media.
  • Directed Jack Daniel's Flavors campaign tactics to actualize marketing goals and objectives.
  • Stewarded development of marketing copy, images, videos, website landing pages, emails, and other inbound/outbound communication elements.
  • Sheparded a "Learning Agenda" for all media campaigns and content creation opportunities alongside our global insights team to ensure we were able to capture crucial data points and learnings to quickly apply for future efforts.
  • Presented and trained the US&C Jack Daniel's marketing team on the newly developed Measurement Framework and educated them how to implement using newly established data capture tools.
  • Developed "Performance Review" sessions in partnership with our entire Agency Village, brand team, global COE, and insights teams. These sessions allowed analysis & report outs across equity, lifestyle and eCommerce campaigns to validate the success of marketing campaigns or make real-time adjustments.
  • Managed Jack Flavors budget allocation and resource utilization to maximize marketing ROI.

IMC Manager - Jack Daniel's & Super Prem. Whiskey

Brown-Forman
05.2021 - 05.2023
  • Stewarded integrated communication planning process, collaborating with various internal cross-functional teams and external agency partners to develop a cohesive strategic approach to reach and engage with both consumer and shopper.
  • Led an innovative Jack Daniel's communications approach to drive cultural relevance of Jack's place in music; developing an extensive influencer approach, inbound communication strategy, and measurement plan to help guide future efforts in this space.
  • Shepherded Brown Forman’s first Augmented Reality program incorporated directly into the Jack Daniel's iconic label, with subsequent POS and digital extensions.
  • In partnership with BBDO, led local market content development and optimization to better meet the business and audience needs of the state/region.
  • Spearheaded the creative development of the largest eCommerce direct-response activation for Brown-Forman in partnership with Epsilon and Drizly, delivering a ROAS of $2.38, exceeding expectations by 20%.
  • Led numerous "crisis" communications and media relations activities in response to challenging external situations, often resulting in impactful shifts in media/comm's plans and a need for internal education.
  • Designed multichannel marketing programs using social media to derive new customer insights.
  • Implemented national/local media strategies and content optimization efforts in support of Jack Daniel's partnership with McLaren (F1).
  • Led a Jack Daniel's Bonded "Dynamic Creative" project with global COE partners, BBDO and AC agency resulting in delivering reach at 3x lower CPM than benchmark and newfound visual/copy data to support the development of future creative.

Global Brand Assoc. Modern Media - Jack Daniel's

Brown-Forman
01.2016 - 04.2021
  • Shepherded the development and implementation of the largest Jack Daniel's campaign to date, a global Barrel Scavenger Hunt, that resulted in participation from more than 50 countries, 100MM+ global impressions across digital channels, and localized creative in more than 20 languages.
  • Developed the Jack Daniel's Digital Playbook for global usage to better educate local markets how to go to market across a multitude of digital platforms and strategize their owned roadmap based on their market goals. Led countless training sessions across numerous time zones to educate and coach 60+ countries on this newly developed playbook.
  • Develop and implement IMC plans and campaigns, including the IMC component of Go-to-Market plans in alignment with key business priorities, brand and customer needs.
  • Aided in establishment of the Jack Daniel's digital marketing strategy for our newly signed NBA partnership.
  • Led a communication planning and creative development process with various external cross-functional teams to engage and connect with our consumers attending JD Hotel No.7 (IRL events around the US) and ultimately reach a recruitment audience beyond those in attendance.
  • Understand and support the Jack Daniel's brand vision through careful execution of the design, messaging, voice and approach of all marketing efforts.
  • Ensure consistency and integration across all messaging platforms.
  • Collect data points across global markets to better understand and report out on the overall usage/success of globally led content.

Jack Daniel's Community Specialist

Brown-Forman
09.2011 - 01.2016
  • Assist in management of all JDFOB consumer communication. Aiding in strategic development and deployment of the JD digital ecosystem, which encompasses the strategic approach to JDFOB's global owned, earned and rented communication.
  • Key factor in brand’s Curate, Create and Crowdsource model for digital marketing.
  • Responsible for social content strategy, creation of creative & copy, and scheduling of content across platforms.
  • Working with local markets, from FMMs to Brand Champions, to curate and create content.
  • Managing Squire program and working directly with JD Homeplace to ensure success in all communication and event efforts.


Education

Bachelor of Arts - Psychology

University of Kentucky
Lexington, KY

Skills

  • Saying Hello: Strives to deliver the right message to the right consumer on the right channel using data/insights
  • Works Together: Ensures communication strategies align with business goals and learning agenda's
  • Money Talks : Aims to drive efficiencies in both content development and media outreach
  • Leadership: Recognized as a leader that can coach and educate team members comprised of various work styles and personalities
  • Loud Mouth: Public speaker and panelist spanning 25 years with a passion for entertaining, inspiring, & educating
  • Creative Mindset: A photographer & designer that brings this same creative passion & insight into the marketing profession
  • Family Man: Prioritizes work/life balance for myself and my team

INVOLVEMENT

CARES ERG 

2023 - Current


UK Hospital Advisory Board

2020 - 2023


Global Project Darden Team

2020 - 2021


Cystic Fibrosis Foundation Board Member

2017 - 2023


Everyday Has a Finish Line Foundation (Founder)

2008 - 2015


Timeline

IMC Manager - Jack Daniel's Flavors

Brown-Forman
06.2023 - Current

IMC Manager - Jack Daniel's & Super Prem. Whiskey

Brown-Forman
05.2021 - 05.2023

Global Brand Assoc. Modern Media - Jack Daniel's

Brown-Forman
01.2016 - 04.2021

Jack Daniel's Community Specialist

Brown-Forman
09.2011 - 01.2016

Bachelor of Arts - Psychology

University of Kentucky

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Chris Saling