LAURA MATTE
New York,NY
Summary
Strategic marketing and brand advocacy leader with over 10 years of progressive experience in developing and executing comprehensive trade and brand advocacy programs. Proven expertise in cross-functional leadership, project and performance management, stakeholder engagement, and talent development. Adept at transforming high-level objectives into actionable strategies that drive growth, innovation, and operational excellence in dynamic, fast-paced environments.
Overview
13
13
years of professional experience
Work History
Senior Manager, Trade Advocacy
Pernod Ricard (PRUSA)
New York, NY
01.2023 - Current
- Developed comprehensive Trade Advocacy strategy aligning national PR initiatives to commercial and brand objectives.
- Directed and supported a specialized team of brand ambassadors across whiskey categories for impactful trade activations.
- Defined 'Where to Play' and 'How to Win' strategies by identifying key cities, channels, accounts, and trade events to optimize resource deployment.
- Created and spearheaded the Pernod Academy in partnership with Commercial Leadership and external agencies, aimed at enhancing team capabilities.
- Established scalable capabilities by converting key industry gatekeepers into brand advocates, supporting sustained growth, and market leadership.
- Delivered subject matter expertise to field teams, brand marketing, and commercial leadership, driving value and growth across on/off-premise initiatives.
Manager, Trade Advocacy
Pernod Ricard (PRUSA)
New York, NY
10.2022 - 03.2023
- Developed annual advocacy strategy and led a team of Brand Ambassadors, ensuring a cohesive and high-impact execution of PRUSA’s trade advocacy efforts.
- Redesigned departmental structure and processes, enhancing cross-functional collaboration.
Manager, Brand Advocacy
Pernod Ricard (PRUSA)
Greater New York City Area
09.2019 - 03.2023
- Led activation specialists and on-premise brand ambassador teams for iconic brands including The Glenlivet, Chivas, Redbreast, and Jefferson’s
- Managed brand marketing initiatives from both sales and creative perspectives, coordinating full-scale team operations and activation programs.
- Developed best-in-class activation strategies that enhanced brand presence and drove sales growth across key channels.
Portfolio Brand Activator
Edrington
Greater New York City Area
07.2017 - 09.2019
- Represented Edrington’s spirits portfolio in the NY Metro region as a local on-premise ambassador, executing both local and national trade activations
- Engaged consumers through educational and experiential initiatives, contributing to enhanced brand visibility and market penetration
- Drove consumer engagement and educational programs, focusing on unique, memorable experiences across on, off, and non-premise settings
Events and Partnerships Manager
Bond Collective
Greater New York City Area
03.2016 - 07.2017
- Built and managed over 60 strategic partnerships to drive brand equity and activation programming across five NYC properties
- Led the build-out and marketing efforts for The Mezzanine event venue in FiDi, contributing to the company’s rebranding as a boutique lifestyle brand
Community Manager / Event Programming
Bond Collective
01.2016 - 03.2016
Contract Event Producer & Venue Manager
Ultra Events & Staffing
06.2015 - 01.2016
Business Development Manager
Carrington Fox
12.2013 - 06.2015
Assistant to Executive Brand Manager / Sports Marketing Team
Rolex
06.2012 - 10.2013
Education
B.A. - Communication Arts, Business And Gender Studies
Marymount Manhattan College
New York, NY05-2012
Istituto Lorenzo de Medici
01.2010
Skills
- Strategic Planning and Execution
- Cross-functional leadership and coordination
- Project and performance management
- Stakeholder and relationship Management
- Analytical problem-solving
- Budget & resource management
- Talent development
- Effective communication
Websites
References
Available upon request.
Volunteer And Community Engagement
- Member & Mentor, Women’s ERG, Pernod Ricard USA LLC, 04/01/20, Present
- Member, PRISM LGTBQ+ ERG, Pernod Ricard USA LLC, 04/01/20, Present
- Event Committee Chair, Children’s Future International, 05/01/15, 05/31/16
- Volunteer Mentor/Speaker, Positive Health Project, 09/01/09, 05/31/11
- Festival and Event Programming Consultant, Nico’s House, 01/01/16, 07/31/16
- Junior Council Member, Even Ground, 06/01/16
References
References available upon request.
Timeline
Senior Manager, Trade Advocacy
Pernod Ricard (PRUSA)
01.2023 - Current
Manager, Trade Advocacy
Pernod Ricard (PRUSA)
10.2022 - 03.2023
Manager, Brand Advocacy
Pernod Ricard (PRUSA)
09.2019 - 03.2023
Portfolio Brand Activator
Edrington
07.2017 - 09.2019
Events and Partnerships Manager
Bond Collective
03.2016 - 07.2017
Community Manager / Event Programming
Bond Collective
01.2016 - 03.2016
Contract Event Producer & Venue Manager
Ultra Events & Staffing
06.2015 - 01.2016
Business Development Manager
Carrington Fox
12.2013 - 06.2015
Assistant to Executive Brand Manager / Sports Marketing Team
Rolex
06.2012 - 10.2013
B.A. - Communication Arts, Business And Gender Studies
Marymount Manhattan College
Istituto Lorenzo de Medici
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