ALEXANDER BURNS
Philadelphia,PA
Summary
Dynamic National Brand Development Manager with a track record of enhancing brand visibility and driving ROI. Proven expertise in brand strategy development and distributor relations, coupled with a strong ability to train and mentor teams while managing budgets effectively. Recognized for implementing innovative marketing strategies that have significantly increased brand awareness across diverse markets.
Overview
13
13
years of professional experience
Work History
National Brand Development Manager
Peroni USA
Philadelphia, USA
11.2015 - Current
- Oversee performance and execution across 17 diverse U.S. Markets, supporting field teams, and ensuring national consistency.
- Managed distributor relationships and executed brand strategies
- Led monthly planning sessions and drove ROI-focused initiatives
- Recruited, trained, and mentored Peroni brand ambassadors
- Assisted in budgeting process by tracking spending against allocated funds.
- Planned and executed events to promote brand awareness.
- Developed and implemented marketing strategies to increase brand awareness and sales.
- Developed innovative ideas for increasing brand visibility through various mediums.
Portfolio Manager
Bacardi USA
Philadelphia, USA
02.2013 - 08.2015
- Achieved sales, service, and distribution objectives across a dynamic territory by building strong on- and off-premise relationships.
- Provided comprehensive after-sales support through staff training, curated product dinners, and engaging evening and weekend tastings.
- Led promotional and educational seminars to elevate brand awareness and deepen customer knowledge of the Bacardi portfolio.
- Executed in-market work with sales reps, sales managers, and supplier partners to drive volume and visibility.
- Coached reps on brand intrinsics, placement standards, cost-per-ounce analysis, and gross profit calculations to improve retail execution.
Multi-State Manager
Cooper Spirits Co
New York, USA
12.2011 - 02.2013
- Elevated the presence of St. Germain through premium activations, staff training, and on-premise programming that highlighted its versatility and French heritage.
- Led the launch of Slow & Low, introducing the brand into key accounts with education-driven sell-ins, dynamic tastings, and targeted placement strategies.
- Partnered with distributor teams and sales reps to reintroduce and rebrand Crème Yvette, reviving attention to a historic liqueur through storytelling and menu placements.
- Developed and executed multi-market rollout plans, including POS allocation, account prioritization, and local market customization.
- Managed and optimized brand budgets across all three states, ensuring efficient spending on activations, sampling, POS, and trade marketing.
- Managed relationships with multiple distributor partners, aligning on priorities, programming, incentives, and execution goals to drive volume and visibility.
Education
Some College (No Degree) - Graphic And Digital Design
Art Institute of Fort Lauderdale
Fort Lauderdale, FL05-2005
Some College (No Degree) - Liberal Arts And Sciences
Florida Atlantic University
Broward County, FL05-2003
Some College (No Degree) - Liberal Arts And Sciences
Florida Keys Community College
Stock Island, FL04-2001
Skills
- Brand Strategy Development
- Sales Strategy
- Financial Budgeting
- Event Coordination
- Training Development
- Distributor Relations
- Media Campaign Development
- Operational Performance Tracking
- Content Strategy Development
- Team Performance Improvement
- Investment Return Analysis
- Marketing Strategy
- Influencer partnerships
- Communications strategy
- Sales support
References
References available upon request.
Timeline
National Brand Development Manager
Peroni USA
11.2015 - Current
Portfolio Manager
Bacardi USA
02.2013 - 08.2015
Multi-State Manager
Cooper Spirits Co
12.2011 - 02.2013
Some College (No Degree) - Graphic And Digital Design
Art Institute of Fort Lauderdale
Some College (No Degree) - Liberal Arts And Sciences
Florida Atlantic University
Some College (No Degree) - Liberal Arts And Sciences
Florida Keys Community College
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