Summary
Overview
Work History
Education
Skills
Languages
Timeline
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Edwin Hincapie

Edwin Hincapie

Weston,FL

Summary

Entrepreneurial, results driven, dynamic leader with a proven track record at Bacardi USA, where I spearheaded premium rum growth, achieving over 100% increase for Santa Teresa. Expert in multicultural marketing and partnership development, I excel in strategic planning, brand development and execution while fostering team collaboration. My approach blends creative direction with commercial acumen, driving brand innovation and growth for the company and professional growth for my team.

Overview

15
15
years of professional experience

Work History

Santa Teresa Brand Director / Premium Rum Lead

Bacardi USA
03.2021 - Current
  • Lead company premium rum initiatives focused on Bacardi Ocho, Santa Teresa 1796 and Havana Club
  • Enhanced premium rum visibility, engagement and awareness via strategic partnerships, media, PR, sponsorships and community programming
  • Manage 3 brand managers, 3 Regional Marketing managers and 14 brand ambassadors cultivating a high performance culture, inclusiveness and driving Bacardi's 3F's
  • Mentored junior team members, fostering a culture of collaboration and professional development
  • Positioned Santa Teresa in culture via first ever music, sports and entertainment partnerships while working directly with property partners
  • Optimized portfolio strategy for premium rums ensuring cohesive presentation across different channels
  • Oversee and plan annual marketing budget
  • Analyzed competitor strategies to identify opportunities fort differentiation and growth. Implemented win Miami and Diaspora strategy
  • Aligned internal teams around a unified category vision, streamlining communication processes and approach and securing company buy-in
  • Drove long-term strategic framework with accelerated growth goals for Santa Teresa
  • Collaborated with cross-functional teams to reenergize, launch innovations and grow share
  • Managed creative agencies and vendors to produce high-quality content, driving customer engagement and purchase
  • Have grown Santa Teresa over 100% in past 3 years while launching 3 innovations
  • Work in unison with JV partners and global teams
  • Restructured team to align with and support commercial teams and objectives
  • Fostered a culture of innovation within the Premium Rum team by encouraging creative thinking and embracing new ideas that supported brand goals and each other

Dewar's Senior Brand Manager

Bacardi USA
05.2018 - 03.2021
  • Implemented data-driven decision making by analyzing sales data to find distribution opportunities, advertising performance, and commercial feedback and needs
  • Managed and a brand manager, Asst. brand manager and brand ambassador driving a team first mentality to reach our goals
  • Developed pricing strategies that maximized revenue while maintaining competitive positioning in the market.
  • Launched new Dewar's campaign "Stay Curious" across all touchpoints
  • Managed media, PR, creative and experiential agency partners
  • Launched new Dewar's premium innovations of higher marques and Double Double to reignite growth of the Dewar's portfolio

On-Premise Trade Marketing

Campari America
05.2017 - 05.2018
  • Manage brand planning and on-premise programming for portfolio of brands delivering over 3.5M cases with a focus on volume, distribution, awareness and trial
  • Manage national portfolio marketing and programming budget of $3M+ focusing on consumer advertising, program support, sales support and digital media
  • Work in partnership with national distributors, sales teams, regional and field marketing teams to ensure brand plans are executed on time and on budget achieving all KPIs
  • Explore and implement cultural, consumer and trade insights and trends to drive revenue and growth across target account segments
  • Implement focus, defend and emerging market strategies
  • Define and sell in US cocktail strategy and programming
  • Manage brand education initiatives geared towards trade and consumers
  • Overall leadership and direction of agency partners in the development of consumer promotions, advertising/digital campaigns and experiential activations

Multicultural Marketing Manager

Heineken USA
04.2014 - 11.2016
  • Lead the development of the U.S. multicultural & local Urban strategy and creative platforms across HUSA portfolio – Heineken, Heineken Light, Red Stripe, Tecate Light focusing on culture and inclusiveness
  • Partner with brand, trade, national accounts and distributor teams to develop national and regional consumer and trade promotions
  • Led first augmented and virtual reality sampling and promotional activation for Heineken around storytelling and building consumer experiences resulting in highest engagement of any HUSA program, a more cohesive transition from programs to programs and real time communication driving to retail
  • Identify cultural growth opportunities and develop 360 marketing (shopper, sponsorships, digital, PR and regional) programs across brands and sales channels driving incremental brand awareness, affinity and revenue opportunities
  • Lead agency partners through briefing, ideation and creative development to generate impactful brand stories and platforms while ensuring objectives, timing, budgets and KPI’s were all met

SVP Group Account Director

Geometry Global/Dieste (Omnicom)
06.2010 - 04.2016
  • Led transition of Heineken USA multicultural business into Geometry Global including staffing, scope of work, program completion, agency integration and ways of working
  • Lead ideation and pitch process in relation to multicultural opportunities working across offices
  • Integrated cultural insights across Heineken portfolio programming regionally and nationally
  • · Developed and implemented national marketing campaigns across digital, social, event, shopper, influencer and PR to increase awareness, consideration, affinity and rate of sale
  • · Planned yearly marketing budgets across portfolio of brands while identifying key growth opportunities among category, trade, prime prospects and geographies
  • Lead creative development across on/off premise, national accounts and sponsorship opportunities ensuring brand position was communicated on strategy across all touch points
  • Lead digital, social, retail and creative development and activation for Heineken global UEFA Champions League sponsorship in the U.S.
  • Lead agency brand leadership initiatives across all clients and disciplines, generating over $3 million in new & organic revenue
  • Identify multicultural growth drivers across Hispanic, Asian and African-American markets and translate into new revenue opportunities
  • Overall leadership of agency account team – brand leadership, strategic planning, creative, production

Education

Bachelor of Science - International Business & Finance

Fordham University
The Bronx, NY

Advance Management Program

Omnicom University
Boston, MA

Skills

  • Social media strategy
  • Creative direction
  • Media planning
  • Partnership/Sponsorship development
  • Brand strategy
  • Commercial Marketing
  • Multicultural Marketing
  • Local, Regional, National & International Marketing

Languages

Spanish
Full Professional

Timeline

Santa Teresa Brand Director / Premium Rum Lead

Bacardi USA
03.2021 - Current

Dewar's Senior Brand Manager

Bacardi USA
05.2018 - 03.2021

On-Premise Trade Marketing

Campari America
05.2017 - 05.2018

Multicultural Marketing Manager

Heineken USA
04.2014 - 11.2016

SVP Group Account Director

Geometry Global/Dieste (Omnicom)
06.2010 - 04.2016

Bachelor of Science - International Business & Finance

Fordham University

Advance Management Program

Omnicom University

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Edwin Hincapie