Jennifer Smith

Led the acceleration of BUSA's omnichannel strategy by embedding a 4-person digital "center of excellence" into the commercial organization.

• Expanded customer engagement for NRS/Regional Chains model beyond Brick & Mortar-only to include strategic conversations about omnichannel, dedicating Digital Specialists to highest priority customers to enable the seamless inclusion of digital thought leadership and best practices into account plans.
• Implemented a playbook of digital resources and tools to facilitate the 'digitalization' of the commercial organization, resulting in increased digital banner and carousel placements for our brands during tentpole moments/occasions.
• Nurtured strong customer partnerships by engaging in a series of strategic engagements to uncover scalable omnichannel growth drivers (e.g., sales lift impact of traffic-driving media).

Led all mining of new and existing data sources to shape strategy for driving online sales growth through pureplay, delivery service and omnichannel retail partners.

• Established partner-/retailer-specific measurement plans and growth targets, syndicating these insights tools across marketing to enable cross-functional alignment on the best online sales and share growth opportunities to pursue by brand.
• Improved time-to-insight by hiring, training, and developing a team of 4 analysts and standardizing analytics practices; regularly refining and extending analytics offering to meet evolving business demands.
• Developed research approach and methodology for ‘knowing' omnichannel spirits shoppers, summarizing and socializing actionable outputs with internal stakeholders (shopper marketing and sales teams) as a starting point for building omnichannel marketing plans and programs.

Established the consumer insights discipline as a source of competitive advantage for Bacardi Canada.

• Strengthened bridge between marketing and commercial teams through the introduction of new capabilities and processes for diagnosing opportunities and brand problems to solve, resulting in optimized investment splits between desire- and transaction-driving activity.
• Deployed product positioning, pricing and claim development projects to improve the consumer-centricity of go-to-market plans for Bacardi Spiced, Bacardi RTD, Grey Goose Flavors and Martini Fiero; experimenting with agile and innovative technology-driven research techniques to deliver powerful commercial insights in a cost-effective manner.
• Uncovered strategic opportunities for COVID-proofing brand strategies by refreshing foundational research studies, resulting in Bacardi Canada emerging from Pandemic as category growth leader.

Drove consumer data and portfolio-wide CRM strategies to help future-proof PRNA against looming identity and privacy challenges, while also driving loyalty and revenue growth through the delivery of personalized experiences at scale

• Led extensive audience analysis and insights project to architect the organization's first cross-category (wine and spirits) consumer segmentation model, including audience profiles, prioritization schema and targeted value propositions.
• Partnered with brand and trade teams in building marketing use cases and strategies for shifting all brand-led CRM programs to a combined portfolio approach, using generative workshops to collectively assign opportunity moments across the portfolio and strategize on ways for each brand to ‘break in' by easing consumer pain points.
• Partnered with IT Solutions and Finance in developing the business case for the technology investment required to enable marketing uses cases and strategies – successfully securing Executive buy-in and budget.

Oversaw the rollout of PRHQ's multi-year Digital Marketing Acceleration Roadmap in Canada.

• Significantly elevated the understanding and use of digital media, social media, data marketing, and programmatic buying within the organization, evolving Brand plans over time to grow digital investments from 30% in 2014 to 80%+ of total spend in 2018.
• Launched consumer contact (CRM) programs for 6 priority brands – Jameson, Absolut, J.P. Wiser's, The Glenlivet, Malibu Rum, Jacob's Creek – implementing ‘quick wins' to garner brand team support for ambitious database growth targets and drive shared accountability for Program KPIs.
• Led strategic partnerships with Google, Facebook/Instagram, Twitter, and Snapchat, resulting in many Category firsts – collaborative creative (i.e., Jameson's 3D ad effort on Facebook), early testing of ad products (i.e., conversation targeting on Twitter, carousel ads on Instagram, geo-filters on Snapchat) – and improved performance.