ROSIE CRESPO HATHORN
Miami Beach,FL
Summary
Results-driven Sales & Marketing Leader with extensive experience in driving revenue, profit, and market share growth within the Beverage Alcohol industry. Proven ability to design and execute multi-channel strategies that align with customer and consumer needs, creating impactful sales programs that resonate across diverse markets. Expertise in leading high-performing teams, building long-term client relationships, and utilizing market insights to achieve measurable success.
Overview
25
25
years of professional experience
1
1
Certification
Work History
Digital Commerce DIRECTOR, D2C
Bacardi USA
01.2020 - Current
- Pioneered the launch of Bacardi's Direct-to-Consumer (D2C) channel, driving brand growth and consumer engagement across the portfolio in North America via brand.com platforms
- Collaborated with Marketing and IT teams to architect and integrate advanced eCommerce platforms, leading to innovative opportunities that expanded Bacardi’s digital footprint
- Optimized Mix Lab’s (www.mixlabcocktails.com) community-driven experience, increasing user engagement in the US and UK by 30% through targeted social media campaigns, community-building initiatives, and seamless commerce integration
- Spearheaded the development and launch of Mix Lab in 2020, Bacardi’s first portfolio brand platform, delivering a seamless web experience and mobile app that fostered deeper consumer engagement
- Optimized Mix Lab to drive community engagement, brand loyalty, and e-commerce sales across the US and UK, enhancing user experience and cross-channel commerce
- Led Mix Lab’s social strategy, growing the platform to 15K+ users through targeted PR, media campaigns, and influencer partnerships that amplified brand visibility
- Integrated Bacardi’s product portfolio with major US grocers, enabling direct-to-consumer cocktail delivery from inspiration to doorstep, enhancing consumer convenience and product reach
- Tested and launched scalable programs for spirit and merchandise delivery within a 3-tier compliant framework, expanding Bacardi’s market presence and operational capabilities
Sr. customer marketing manager
Bacardi global travel retail
01.2016 - 01.2020
- Managed a $7.3M A&P budget, successfully executing 90+ activations, including 3 high-impact “WOW” activations, driving brand visibility and consumer engagement across key global accounts
- Led the design, planning, and tracking of T&E budgets for a team of 3 direct reports, ensuring efficient resource allocation and optimal deployment of marketing funds
- Monitored and optimized A&P spend, identifying growth opportunities and reallocating the bottom 10% of spend for maximum return on investment, contributing to more efficient marketing efforts
- Coached and developed a high-performing Regional Customer Marketing team and Brand Advocacy Team, empowering them to execute impactful campaigns and align with brand objectives
- Identified innovation and premium brand distribution gaps, providing recommendations based on market trends and consumer behavior to drive brand presence and close distribution gaps
- Oversaw the Brand Ambassador program across the Americas, managing a team of 40 Retail Ambassadors, enhancing brand presence, and ensuring consistent brand messaging across key locations
- Managed the introduction of new products, developing programs for product launches and exit strategies for aging inventory, optimizing product life cycle and profitability
- Interpreted and presented the “playbooks” – a comprehensive planning and resource tool presented to executive and sales teams to align on annual goals, strategies, and key initiatives
Field Trade Marketing Manager, Vodka, Tequila & Gin Categories
Pernod-Ricard USA
01.2012 - 01.2016
- Managed a $1.5M budget across A&P and distributor LMF/Entity Grants, overseeing budget accountability through collaboration with stakeholders including Business Unit Directors and Sales Managers
- Supported the delivery of 1.29M cases across key product categories
- Identified and activated local business opportunities, leveraging syndicated tools like Nielsen and Spectra, along with proprietary research, to create data-driven proposals
- Successfully launched a targeted program for AVION Tequila with the AFAM consumer in Chicago, resulting in doubling H1 F14 business year-over-year and establishing Chicago as the #1 market for AVION in the U.S
- Pioneered digital marketing initiatives, specifically for regional chains and local off-premise retailers
- Launched the first-ever Hispanic program for Chivas in collaboration with a general market chain, marking the first national Hispanic program for PRUSA
Customer trade and marketing manager
Diageo
01.2010 - 01.2012
- Oversaw the management of a business producing 1.6M cases, generating $156M in Net Sales Revenue & $76.4M in profit
- Led measurement and evaluation efforts, using depletions data to assess ROI on all activities, providing actionable insights that informed future initiatives and strategies
- Accountable for the brand and financial performance of key customers, conducting monthly business performance reviews to ensure alignment with sales goals and growth targets
- Planned, and implemented regional commercial and brand strategies, ensuring alignment with global expectations and driving consistent growth across markets
- Developed and executed customer-focused activities, including consumer promotions, brand initiatives, and retail strategies that aligned with both regional and global marketing objectives
SR. FINANCIAL ANALYST
Diageo – U.S. Spirits
01.2005 - 01.2007
- Managed & executed price changes in four states (Open & Franchise) and 27 distributors
- Maintained up-to-date price structures
- Pricing liaison with field sales, corporate, distributors, and senior management
- Prepared monthly bottom up & top-down depletion volume reports for each budget cycle
- Identified full year volume gaps & quantified financial impact
- Performed end-to-end financial planning process and ongoing reporting and analysis of the cluster P&L to ensure the successful delivery of $128M trading profit
- Delivered comprehensive builds, analysis, and reporting of Strategic Plan, Distributor Annual Business Plan, Annual Operating Plan, and Latest Estimate
Process improvement manager
Bacardi USA
01.2003 - 01.2005
Financial Systems Analyst
Bacardi USA
01.2000 - 01.2002
Education
MS - Management Information Systems
Nova Southeastern University
BS - Accounting
Barry University
BS - Marketing
Florida International University
Skills
- Client Relationship Management
- Team Building and Coaching
- Cross-Channel Marketing Strategies
- Market Trends Assessment
- Strategic Sales Implementation
- Distributor management
- Revenue and profit growth
- Skilled in Contract Negotiation
- B2B and B2C Distribution
- Brand Positioning and Promotion
- Budgeting and Forecasting
- Consumer Insights & Behavior Analysis
Certification
- Advanced Digital Program, Miami Herbert Business School, University of Miami
- Digital Marketing Certificate, Digital Marketing Fundamentals, University of Vermont
- Sommelier Certification, US Sommelier Association, Inc. Wine School
Languages
Spanish, Fluent
Languages
Spanish
Native/ Bilingual
References
References available upon request.
Timeline
Digital Commerce DIRECTOR, D2C
Bacardi USA
01.2020 - Current
Sr. customer marketing manager
Bacardi global travel retail
01.2016 - 01.2020
Field Trade Marketing Manager, Vodka, Tequila & Gin Categories
Pernod-Ricard USA
01.2012 - 01.2016
Customer trade and marketing manager
Diageo
01.2010 - 01.2012
SR. FINANCIAL ANALYST
Diageo – U.S. Spirits
01.2005 - 01.2007
Process improvement manager
Bacardi USA
01.2003 - 01.2005
Financial Systems Analyst
Bacardi USA
01.2000 - 01.2002
MS - Management Information Systems
Nova Southeastern University
BS - Accounting
Barry University
BS - Marketing
Florida International University
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