Larissa Espinosa
Marketing Director
Miami,FL
Summary
Dynamic and results-oriented leader with over 20 years of experience in the beverage industry, specializing in Accounting, Operations, Trade Development, and Multicultural Strategy. Proven ability to build and nurture trusting relationships with supplier partners and colleagues, fostering collaboration and team success. Strong strategic thinker with exceptional business acumen, analytical skills, and planning capabilities. Effective communicator, driving teams toward achieving organizational goals.
Overview
24
24
years of professional experience
1
1
Certification
Work History
Multicultural Marketing Director
Tito’s Handmade Vodka
10.2023 - Current
- Enhanced cultural fluency within SGWS by leading the Cultural Collective Steering Committee, planning a comprehensive annual calendar of events, coordinating guest speakers, and training members on relevant tools and materials
- Developed Tito’s Cultural Sip, a monthly newsletter delivering multicultural insights, program updates, cultural activities, and key priorities to keep SGWS teams informed, and engaged
- Directed the creation of segmented multicultural account lists for Tito’s Handmade Vodka (THV) across all markets, utilizing SGWS’s VISTA Ethnic Segmentation tool in collaboration with local markets and the THV team, while monitoring progress throughout the year to ensure scorecard metrics were achieved
- Delivered Tito’s BDM summit presentation featuring data-driven key multicultural insights to enhance the team’s cultural IQ and identify opportunities in diverse markets
- Championed business strategy by establishing the inaugural Tito’s Soccer National Program, recognized as a best-in-class multicultural initiative aimed at engaging Hispanic consumers through a key passion point, driving displays, menus, and volume across all markets during significant sporting events
- The program resulted in over 300 activations across all markets and volume and revenue in multicultural accounts outpaced Tito’s trends during the program period
- Equipped sales team with an insightful Happy Hour deck to guide them during the soccer program, highlighting opportunities for watch parties aligned with Copa America games scheduled during happy hour hours
- Planned and executed a successful team-building happy hour event to raise awareness of Tito’s soccer program, foster a collaborative team culture, and showcase cocktails developed specifically for this initiative
- Cross-functional collaboration with SGWS’s e-commerce team to lead educational training for Tito’s BDMs, enhancing their understanding of e-commerce opportunities and strategies for leveraging these with customers
- Engaged in market visits in Florida, Texas, and New York with Tito’s BDMs to gain insights into key markets, gather feedback from local teams on effective strategies, and collaborate on plans
- Leveraged local cultural events to develop programs and drive consumer engagement during celebrations that connect and resonate with diverse consumers, such as the VIVA Urbana concert in FL, which drove displays and facings in Hispanic accounts
National Multicultural Insights & Commercial Strategy Manager
Southern Glazer’s Wine & Spirits
08.2021 - 10.2023
- Crafted 2020 US Census report with the latest census information which affirms changes in the demography of the nation and the importance of culturally connecting with diverse consumer
- Collaborated with SDM supplier lead to leverage the success of the social media explosion with Taylor Port and develop a program, shared as best practice on SDM roundtable meeting for key supplier Gallo, driving opportunities with Black consumers and the brand. The program resulted in +15% ACS growth and +43% revenue growth
- Developed comprehensive Wine and Spirits State of the Business Reports, an educational tool to guide supplier planning strategies and amplify SGWS’ multicultural business development approach
- Led VISTA ethnic segmentation tool enhancement project, new VISTA e-learning module, and launch of VISTA for Control States
- Utilized VISTA ethnic segmentation tool to successfully develop national multicultural programs targeting accounts over indexing ethnic consumers to help drive incremental relevancy with young, diverse consumers and promote long-term growth for supplier partners and brands
- Integral member of SGWS and Campari USA’s first synergy Tequila/Mezcal project which identified opportunities for brands within the Hispanic accounts universe and tapped into this growing and important multicultural segment to translate marketing strategies into brand building success
- Provided analysis to major supplier with factual data supporting the reason why a tequila ambassador should be hired in a specific market vs other
- Resulted in supplier accepting the suggestion and reallocating budget to top tequila market
- Implemented distribution program in top 3 markets (NY, FL, TX) for CBI’s new product development Woodridge 3.0L box in accounts high over indexing Hispanic consumers to drive new placements in the right accounts targeting the relevant target audience
- Created The Cultural Cocktail, a Multicultural Center of Excellence Newsletter updated monthly with latest multicultural news and updates designed to elevate SGWS’s cultural IQ
- Leveraged tools such as Nielsen’s syndicated data, Numerator, Nielsen’s Spectra, Collage Group, Kantar to develop analysis and deliver brand development strategies to suppliers and internal customers
- Responsible for updating The Monthly Sip (internal corporate communication) with relevant multicultural insights
- Led implementation of monthly Diverse-Owned brands content to be featured on SG Proof
- Member of New Brand Process committee, to help review and approve/deny brands into SGWS’ wine and spirits portfolio
- Active member and leader of the Culture Collective Steering Committee
Florida Director of Trade Development
Southern Glazer’s Wine & Spirits
10.2012 - 08.2021
- Managed wine and spirits portfolios such as Tito’s Handmade Vodka, Casamigos Tequila, Mast Jägermeister, Oyster Bay Wines, Freixenet USA, Mionetto USA, Palm Bay International, Tequilas Premium and others, totaling $30M+ in revenue and 2M cases annually
- Researched qualitative and quantitative opportunities for Tito’s Handmade Vodka during 4-year tenure with the brand
- Collaborated with Tito’s Handmade Vodka supplier partner to identify opportunities and maximize brand performance which drove it from 50k cases to 500k annually
- Managed $4M budget for Tito’s Handmade Vodka
- Responsible for overseeing Teremana Tequila National program where Florida dominated Tier 1 (competing against CA, TX, NY, and IL) with most On Premise PODS achieved, largest display (500 case display), most 3+ case displays, and Patrick Cassidy recognized as state GM with the most achieved KPI’s
- Allocated financial and POS resources to maximize brand performance for supplier partners
- Achieved top priority programs for key suppliers by identifying risks and collaborating with commercial teams on tools and resources needed to be successful
- Implemented GSC missions to track display activity and menu placements for supplier partners
- Designed and launched the first Casamigos Newsletter to promote brand awareness and enthusiasm
- Considered a best practice within SGWS East Region
- Developed brand strategy for Casamigos Tequila and implemented Fill in the Gaps distribution program which resulted in +50% distribution within a 60-day period
- Introduced new items to the market and utilized Sales Nav and Compass BOB to generate a roadmap for success within a targeted account universe
- Facilitated discussions related to unrealistic targets while ensuring supplier investment matches expectations
- Managed S&OP process, Steps to Plan, AOP and incentive planning for supplier portfolios
- Analyzed brands, programs performances and mitigate volume and distribution risks
- Prepared and led business review meetings with SGWS leadership team and supplier partners
South Florida Assistant Marketing Director
Southern Glazer’s Wine & Spirits
10.2009 - 10.2012
Administrative Assistant to Director of Operations
Southern Glazer’s Wine & Spirits
10.2007 - 10.2009
Marketing Analyst
Southern Glazer’s Wine & Spirits
02.2005 - 05.2006
Accounts Receivables Specialist
Southern Glazer’s Wine & Spirits
05.2001 - 02.2005
Education
MBA -
Nova Southeastern University
Davie, FLBachelor of Science - Professional Administration
Barry University
Miami, FLSkills
Supplier Management
- Inventory Management
- Forecasting
- Market Analysis
- Brand Development
- Strategic Planning and negotiation
- Cross-functional collaboration
- Decision making
- Multicultural Insights
- Data-driven
- Market planning and execution
- Customer Segmentation
- Relationship Building
- Data Analytics
- Market Trends Analysis
Certification
WSET Level 2 Wine & Spirits
WSET Level 2 Spirits
Florida International University - Supply Chain Management Certification
Southern Glazer's Wine and Spirits - Wine & Spirits Professional Certification
Languages
Portuguese
Native or Bilingual
Work Preference
Work Type
Full TimeWork Location
HybridImportant To Me
Company CultureWork-life balancePersonal development programsWork from home option401k matchPaid sick leaveCareer advancementHealthcare benefitsPaid time offTimeline
Multicultural Marketing Director
Tito’s Handmade Vodka
10.2023 - Current
National Multicultural Insights & Commercial Strategy Manager
Southern Glazer’s Wine & Spirits
08.2021 - 10.2023
Florida Director of Trade Development
Southern Glazer’s Wine & Spirits
10.2012 - 08.2021
South Florida Assistant Marketing Director
Southern Glazer’s Wine & Spirits
10.2009 - 10.2012
Administrative Assistant to Director of Operations
Southern Glazer’s Wine & Spirits
10.2007 - 10.2009
Marketing Analyst
Southern Glazer’s Wine & Spirits
02.2005 - 05.2006
Accounts Receivables Specialist
Southern Glazer’s Wine & Spirits
05.2001 - 02.2005
MBA -
Nova Southeastern University
Bachelor of Science - Professional Administration
Barry University
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