Summary
Overview
Work History
Education
Skills
Languages
Military Service
Personal Information
Languages
References
Timeline
Generic
Marco Destefanis

Marco Destefanis

New York,NY

Summary

Marketing professional with extensive experience in developing and executing targeted strategies that drive market growth. Proven track record in digital marketing campaigns and brand management, maximizing brand image and profitability through innovative approaches. Co-Founder with strong leadership skills and a background in startup development, successfully securing funding and executing growth strategies. Recognized for analytical thinking and management prowess, driving business growth and enhancing operational efficiency.

Overview

29
29
years of professional experience

Work History

Co-Founder and Chief Marketing Officer

Hiro Sake LLC
01.2013 - Current
  • Company Overview: A privately owned Company that imports premium Japanese sake and markets it mainly in the U.S.
  • Conceived Hiro Sake in 2010 and later joined the other co-founders in the U.S. to turn it from an idea to a business reality having raised up to date $25 MM dollars.
  • Obtained trademarks for the US, EU, Russia, China, Australia and Japan.
  • Led design agencies in London and NYC in the creation of an innovative packaging for Hiro sake.
  • Led the search for the manufacturing partner in Japan and the development of the brand’s formula.
  • Led the brand strategy and U.S. route to market.
  • Launched Hiro sake in the U.S. in NY gradually extending to the current 32 states.
  • Secured distribution in all states with a mix of prominent distributors including Breakthru, SGWS, Johnson Brothers, RNDC, Empire and leading local distributors.
  • Hired and trained an in-house sales team of 10 people focused on the key markets of NY, NJ, FL, CA, OR, CO, TX, NV, HI.
  • Managed multimillion dollar budget across ATL, BTL, trade promotions and social media.
  • Conceived, secured funding, engineered and launched the first and only Saketini ready-to-drink in the USA: Hiro Saketini RTD.
  • Led the listing of Hiro sake and saketini in key off premise chains including Whole Foods Market (national), Publix (all 8 states), Total Wines & More, BevMo, Ralph’s, Costco, Safeway, Spec’s.
  • Introduce Hiro in national e-commerce platforms like Instacart, Gopuff.com, Uber, Reservebar.com, FreshDirect and regional e-commerce operators.
  • Acting as National Account Manager for Whole Foods and Publix.
  • Led promo agencies’ executions of in store tasting programs supporting new consumers recruitment.
  • Developed Hiro Blue and Red in the mainstream on premise promoting it as a 'better for me' cocktail choice with gluten free Hiro Saketini, Tokyo Mule and Hiro Sunrise.
  • Promoted Hiro Gold in exclusive restaurants and bars as an alternative choice to high-end champagne brands for celebrations occasions or as food pairing.
  • A privately owned Company that imports premium Japanese sake and markets it mainly in the U.S.

UK & Ireland Managing Director

Russian Standard Vodka Int.
01.2010 - 01.2013
  • Company Overview: A privately owned Russian Company that manufactures and markets premium Russian Vodka in 80+ markets around the world.
  • In the UK, increased the brand’s market share from 1.8% to 6% making Russian Standard the No. 2 Premium vodka in the highly competitive UK vodka market.
  • Worked closely with key off premise chains such as Tesco, Sainsbury’s, Asda, Morrison, Waitrose to increase the brand’s sales and distribution.
  • Worked closely with key wholesalers and on premise chains such as Matthew Clark, JD Wetherspoon to increase sales and visibility.
  • Led the creation of a new ATL Campaign 'Vodka as it should be' broadcasted on all major UK TV channels including cable, satellite, outdoor and magnified with social media.
  • Led the creation of a new BTL Campaign 'Russian Standards Originals' program providing consumers with access to a world of exclusive, free original music and iconic film events that featured with free tickets, VIP access, behind-the-scenes footage and live content, exclusive interviews, private film screenings and competitions.
  • Changed route to market in the UK from partnering with a distributor to direct.
  • Launched Russian Standard Gold strategically targeting the ultra-premium spirits drinkers.
  • Found a new European HQ for Russian Standard International in London working directly with the company owner.
  • Assisted the company owner in identifying a new CEO for the company and helped him with the new team search and recruitment (40 people across all functions).
  • Supported several VIP dignitary and celebrity events in London, Milan, Paris with Russian Standard Vodka hospitality helped by specialized promotional agencies.
  • Changed distributor in Ireland and tripled the business within the first 12 months.
  • Assisted the company owner in the due diligence of the Gancia successful acquisition.
  • A privately owned Russian Company that manufactures and markets premium Russian Vodka in 80+ markets around the world.

International Marketing and Commercial Director

Jose’ Cuervo Int.
01.2001 - 01.2009
  • Company Overview: $ 1.2B Retail revenue private company with headquarters in Mexico and offices in London, New York, Hong Kong.
  • Directed business in Europe ($15MM USD turnover, $60MM USD retail value) from 2001-2003.
  • Promoted to direct business in Europe, Africa and Middle East ($20MM USD turnover, $80MM USD retail value) from 2003-2005.
  • Promoted to direct business in Europe, Africa, Middle East, Asia and Australia ($35MM USD turnover, $150MM USD retail value) from 2005-2009.
  • Over the period 2001-2009, increased the Cuervo’s market share by 8%, volume by 85 %, net sales revenue by 100 %, profitability by 160 % contributing making Cuervo the 5th largest spirit brand in the world.
  • Partnered with Diageo in most key markets including UK, Spain, Italy, Greece, South Africa, Germany, Nordics and Russia.
  • Introduced the brand to Eastern Europe, Middle East/Gulf, Russia, Africa and India.
  • Agreed on performance standards and negotiated 5-year distribution contracts with all distributors.
  • Changed route to market in Japan from Diageo to Asahi, in Australia from Diageo to Suntory and in New Zealand from Diageo to Lion Nathan’s.
  • Set up a new and diverse network of 15+ partners in Europe to distribute and service niche brands of luxury tequila, liquors, vodka, rum owned by the Jose Cuervo Company.
  • Implemented local executions of the global advertising campaign 'Vive Cuervo' through ATL, BTL, PR and digital in over 20 international markets maintaining high level of consistency with the global brand positioning while being relevant and effective to consumers in the local markets.
  • Worked with local on premise promotional agencies in more than 20 international markets executing the global on premise 'Cuervo Nation' campaign.
  • Launched Jose Cuervo Black in Europe, Japan and Australia to strategically support consumers retention.
  • Launched Authentic Cuervo Margaritas RTD in Europe to strategically recruit new consumers from beer, RTD’s and other low alcoholic drink categories.
  • Launched Cuervo White in Europe, South Africa, Japan and Australia to lead the white tequila consumer trend.
  • Launched 100% agave tequilas including 1800, Maestro, Gran Centenario in Europe, South Africa, Japan and Australia to strategically lead the growth of the 100% agave trend.
  • Hired new marketing and commercial teams in the London, Hong Kong and Sidney offices.
  • Created and hired a new task force of 15 Brand Ambassadors locally based in the territory to promote the brands and co-ordinate on field brand building promotions in the on trade.
  • Functionally managed 30+ marketing teams from distributors across the whole territory.
  • Organized and carried out international marketing conventions for distributors marketing and sales teams.
  • Supported the negotiation with Diageo of six 10-year high investment / high return distribution contracts for joined core markets (Spain, UK, Germany, Italy, Greece and South Africa).
  • Assisted the company in the due diligence of Three Olives Vodka acquisition.
  • $ 1.2B Retail revenue private company with headquarters in Mexico and offices in London, New York, Hong Kong.

Senior Brand Manager

DIAGEO
01.1996 - 01.2000
  • Company Overview: $ 11B Revenue holding company for brands, including Smirnoff, Guinness, Johnny Walker, Baileys.
  • Worked with the Johnny Walker, Smirnoff and J&B Diageo global marketing teams and their advertising agencies in defining global positioning and communication campaigns.
  • Supported my team achieving the highest ever share of market (43 %) for brandy Vecchia Romagna, the largest spirit in Italy at the time.
  • Worked alongside the Smirnoff and J&B marketing team helping achieving higher market share.
  • $ 11B Revenue holding company for brands, including Smirnoff, Guinness, Johnny Walker, Baileys.

Education

BA - Philosophy and Human Science

University of Turin
Turin, Italy

Postgraduate business diploma - Marketing, Accounting, Management, Finance

Fiat-Chrysler Business School

Completed three courses - marketing, leadership and finance for senior managers

Harvard Business School

Skills

  • Self-motivated and proactive
  • Strategic thinking
  • Attentive listening
  • Effective communication
  • Empathetic leadership
  • Energetic leadership
  • Dependability
  • Efficiency
  • Analytical skills
  • Structured approach
  • Global experience
  • Cultural awareness
  • Problem solving
  • Commercial acumen

Languages

  • Fluent English
  • Native Italian
  • Fluent Spanish
  • Basic French

Military Service

Completed in the Italian Police (Carabinieri)

Personal Information

  • US citizen
  • British citizen
  • European citizen

Languages

English
Full Professional
Spanish
Professional
Italian
Native/ Bilingual
French
Limited

References

References available upon request.

Timeline

Co-Founder and Chief Marketing Officer

Hiro Sake LLC
01.2013 - Current

UK & Ireland Managing Director

Russian Standard Vodka Int.
01.2010 - 01.2013

International Marketing and Commercial Director

Jose’ Cuervo Int.
01.2001 - 01.2009

Senior Brand Manager

DIAGEO
01.1996 - 01.2000

BA - Philosophy and Human Science

University of Turin

Postgraduate business diploma - Marketing, Accounting, Management, Finance

Fiat-Chrysler Business School

Completed three courses - marketing, leadership and finance for senior managers

Harvard Business School

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