Kanata Herring
Atlanta,GA
Summary
Versatile marketing leader adept at developing successful marketing plans and brand strategies. Documented strengths in building and maintaining relationships with diverse range of stakeholders in dynamic, fast-paced settings.
Overview
18
18
years of professional experience
Work History
Sr. Manager Innovation
Beam Suntory
11.2022 - Current
- .Champion process improvement initiatives that optimize the innovation process.
- Enhanced collaboration between cross-functional teams and commercial organization for stronger value-driven insights from concept generation to product launch.
- Establish strategic partnerships with key customers, to gather customer- centric input in early stage of product development.
Sr. Brand Manager
Beam Suntory
01.2019 - 10.2022
- Led development of the regional brand strategy to successfully deliver against annual brand plans and volume goals for the Tequila and Cognac portfolio of brands.
- Developed and executed acceleration strategy to close Hornitos share gap within the tequila category. The $2.2 million investment drove incremental volume gains.
- Managed Hornitos national media partnership with VICE, launching the Shot Takers documentary series across social platforms generating more than 64.8MM targeted consumer impressions.
- Oversaw award winning first ever Hornitos Micro-influencer campaign netting total reach 1.5M impressions.
Market Activation Manager
Pernod Ricard
04.2017 - 09.2017
- Boosted brand awareness and trial by creating and executing strategic localized marketing plans for prestige brands including Jameson Irish Whiskey, The Glenlivet and Martell Cognac.
- Optimized regional marketing budget, maximizing ROI.
Customer Marketing Manager
Brown-Forman
01.2011 - 10.2016
- Developed marketing solutions and channel strategies for on and off premise customers including MGM Resorts, Marriott, Levy and Walgreens.
- Utilized consumer and shopper market research insights to develop tailored marketing messages for target customers.
- Led consumer launch of Jack Daniel's Tennessee Honey and Southern Comfort Fiery Pepper within key national account partners.
Trade Marketing Manager
Brown-Forman
01.2008 - 01.2011
- Achieved sales growth by creating targeted trade marketing strategies.
- Collaborated closely with sales teams to ensure alignment on goals, targets, and strategic priorities for optimal results.
- Utilized syndicated research including Technomics and NPD/Crest to identify emerging trends and competitive insights for informed decision making.
Market Brand Manager
Brown-Forman
01.2007 - 01.2008
- Led the region brand launch of Herradura tequila.
- Developed local brand marketing strategy to drive trial and brand awareness for newly acquired Herradura Tequila.
- Managed budgets, ensuring efficient allocation of resources for maximum return on investment in marketing initiatives.
Regional Marketing Manager
Brown-Forman
02.2006 - 01.2007
- Identified and managed brand building opportunities to generate awareness and trial of Brown-Forman wine portfolio within the Southeast Region.
- Cultivated relationships with community organizations and influencers generating strategic opportunities for consumer engagement trial.
Education
MBA - Marketing
Clark Atlanta University
Atlanta, GABachelor of Arts - Public Relations
Clark Atlanta University
Atlanta, GASkills
- Multicultural Strategy
- Brand Building
- Strategic Planning
- Cross-functional Collaboration
- New Product Development
- Experiential Marketing
- Agency Management
- Social Media Marketing
- Consumer Insights
- Budgeting and Allocation
- Partnership Development
- Marketing analytics
Professional Highlights
- Developed first ever Jack Daniel’s African-American Lifestyle imagery and marketing strategy
- Negotiated partnership with NFL and Martell Cognac creating branded footprint in Mercedes Benz Stadium
- Led the transition of Canadian Club Whiskey from the US to the Canadian brand house
- Co-lead of Beam Suntory and Brown-Forman Black Employee Resource Groups, focused on fostering Diversity, Equity and Inclusion initiatives for people of color within the organization
Timeline
Sr. Manager Innovation
Beam Suntory
11.2022 - Current
Sr. Brand Manager
Beam Suntory
01.2019 - 10.2022
Market Activation Manager
Pernod Ricard
04.2017 - 09.2017
Customer Marketing Manager
Brown-Forman
01.2011 - 10.2016
Trade Marketing Manager
Brown-Forman
01.2008 - 01.2011
Market Brand Manager
Brown-Forman
01.2007 - 01.2008
Regional Marketing Manager
Brown-Forman
02.2006 - 01.2007
MBA - Marketing
Clark Atlanta University
Bachelor of Arts - Public Relations
Clark Atlanta University