Holly Perez
Petaluma,CA
Summary
Accomplished Brand Manager professional with demonstrated success developing and implementing strategic approaches to drive market growth and bottom-line profitability. Strong communicator with collaborative leadership talent and comfortable in a fast paced environment. Goal-oriented, creative and well-versed in leading and planning marketing strategies targeted on brand awareness, promotion and sales growth. Familiar with trends, market conditions and target consumer desires in the natural and organic CPG grocery industry.
Overview
17
17
years of professional experience
Work History
BRAND Manager, Wines
Purple Brands
Petaluma, CA
10.2022 - Current
- Marketing brand and operations champion for a Top 10 national premium wine brand
- Strategic annual planning, execution, and budget management to deliver value and volume objectives of the company.
- Project manager for departmental growth initiatives including innovation, e-commerce, and systems improvement
- Deliver go-to-market programs to drive product launch success, growth and KPIs.
- Consumer and trade focused marketing promotional programs, topical and evergreen
- Create and drive success of integrated traditional and digital marketing, sales analysis and content marketing and development.
- Manage business with agency partners for day-to-day activation and long-term growth.
Marketing Manager
La Tortilla Factory
Santa Rosa, CA
11.2017 - 03.2022
- Lead nationally top ranked 'better for you' tortilla and Mexican food brand team to deliver highly strategic, innovative and effective projects.
- Manage extensive packaging creative and technical projects across 40+ item catalogue for US and Canada.
- Natural, organic and traditional grocery commercialization building existing product lines, renovations, line extensions and new production development
- Innovation project management lead for NPD (new product development), collaborating with Sales, Production, Supply Chain and Operations to drive on-time, on-budget project completion.
- Coordinate with co-manufacturers to execute product commercialization.
- Formulate and launch marketing and promotional campaigns to maximize profits and ROI.
- Utilize digital and traditional marketing levers to drive brand awareness and sales in a crowded category (print, coupons, events, Instacart, Inmar, Quotient).
- Research market to identify potential new products opportunities.
- Collaborate with cross-functional teams including national sales, operations, finance and logistics departments to influence critical business growth outcomes.
Trade Marketing and Education Manager
Treasury Wine Estates
Napa, CA
02.2017 - 11.2017
- Developed and managed internal company content management systems.
- Collaborate with international sales teams in US, AU, NZ, Americas to support brand strategy, new product initiatives, Sales and distributor education.
- Created key content for brand marketing, education, product launches and events.
- Managed customer digital marketing strategies to meet client goals and objectives.
- Produced video and photo shoots, production crews and actors to achieve clients' creative vision.
- Copywriting and educational script writing for product collateral and video.
Marketing Manager
Jackson Family Wines
Santa Rosa, CA
02.2013 - 02.2017
- Brand manager and business owner for 5 boutique wine brands focusing on sales growth, brand equity, and consumer loyalty.
- Spearheaded annual strategic planning and budget cycle to deliver brand and company objectives.
- Created and delivered sales-driven programs and promotions to meet team objectives.
- Designed sales-driven programs and promotions to facilitate team objectives.
- Developed brand identity tools with distinctive graphic style and tone for all company communications.
- Planned strategic brand-building events to expand product portfolio across national market.
Associate Brand Manager
Constellation Brands
San Francisco, CA
05.2007 - 02.2013
- Managed brand marketing projects for 1M case national brand.
- Lead national launch events across multiple US markets.
- Supported brand management team to develop strategies to increase sales and brand awareness and drive growth initiatives in sales volume and value.
- Lead consumer research projects including qualitative and quantitative metrics.
- Planned, developed and led negotiation of key business partnerships.
- Executed social and digital media with agency partners.
- Managed creative materials, marketing campaigns and consumer research.
International Sales Operations Associate
Constellation Brands
San Francisco, CA
05.2007 - 02.2011
- Managed brand strategy and distributor services for 30+ internationally sold brands.
- Brand localization of marketing tools: creative design, translations, PR and events planning, promotions, regions include The Americas, Caribbean, Asia, Europe, Canada.
- Managed translation projects for multi-county marketing collateral.
- Managed marketing budgets, complete expense reports, worked with accounting to itemize GL entries.
- Trade hospitality, built and hosted comprehensive itineraries and educational programs.
- Expensive international travel to support in-market business initiatives including sales meetings, trade events, trade shows, market surveys.
Education
Bachelor of Science, Business -
Sonoma State University
Skills
- Brand Strategy and Positioning
- Campaign Creation and Management
- Creative Direction
- Consumer and Trade Marketing
- Innovation and NPD Pipeline
- Communications Management
- Budget Formulation
- Product Launch Planning and Execution
- Event Planning and Execution
- Consumer, Sales and Market Analytics
- Social, Digital and Email Marketing
- Shopper Marketing Programs
- Packaging Design, Print, Press Check Lead
Timeline
BRAND Manager, Wines
Purple Brands
10.2022 - Current
Marketing Manager
La Tortilla Factory
11.2017 - 03.2022
Trade Marketing and Education Manager
Treasury Wine Estates
02.2017 - 11.2017
Marketing Manager
Jackson Family Wines
02.2013 - 02.2017
Associate Brand Manager
Constellation Brands
05.2007 - 02.2013
International Sales Operations Associate
Constellation Brands
05.2007 - 02.2011
Bachelor of Science, Business -
Sonoma State University
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