Sean Fitzgerald
New York,NY
Summary
Results-driven commercial marketing leader born to build strategic, successful distributor programming to drive value, increase market share and cement industry dominance. Focused, performance-minded manager with proven skills in P&L management, team building, stakeholder relations and best in class commercial marketing programming.
Overview
11
11
years of professional experience
Work History
Marketing Manager, Emerging Brands, East Region
Brown Forman
New York, NY
06.2023 - Current
- Collaborated with the Region Marketing Director and Region Commercial Manager - Emerging Brands to drive a coordinated effort in delivering strategic imperatives for the portfolio, brands, and region.
- Utilized market and consumer data analysis to uncover trends, insights, and potential areas for growth.
- Developed and implemented brand, business, and consumer plans to drive growth, profitability and enhance brand image aligned with national strategy.
- Utilized the Brown Forman Growth Framework to create impactful brand marketing strategies, resulting in increased consumer connection and widespread market presence through various trade channels.
- Successfully managed campaign activation for consistent planning and evaluation of marketing funds and other field/distributor based investments.
- Enhanced brand affinity, consideration, and purchase through the development and maintenance of strong relationships with key media outlets and influencers
- Sourced, evaluated, and continually monitored third-party vendors and agencies to guarantee the provision of top-notch and budget-friendly marketing services.
- Managed, mentor, and developed agency employees accountable for brand growth and programming.
- Achieved flawless budget management.
- Consistently achieved Region's portfolio and brand business objectives.
Field Marketing Manager - Woodford Reserve
Brown Forman
New York, NY
03.2022 - 06.2023
- Developed and executed territory marketing plan aligned to regional/national strategy, resulting in increased market share, enhanced value proposition, and heightened brand equity.
- Ensured direct linkage of the territory marketing plan with our consumer targets on the brands.
- Collaborated with the Region Multicultural Manager as a thought partner to develop and implement tactics aimed at reaching specific consumer and customer segments.
- Collaborated with the brand and Integrated Marketing Communications teams to implement regionally specific marketing initiatives and materials in New York and New Jersey.
- Worked closely with brand and public relations departments to implement appropriate influencer initiatives.
- Spearheaded collaboration efforts with cluster sales teams on designing and evaluating marketing plans incorporating various components such as sponsorship agreements, media campaigns, experiential engagement activations, trade development activities along with pricing considerations and commercial integration.
- Evaluated programs for exit or continuation strategies, partnering the region's National Accounts team in supporting educational and experiential opportunities within chains. Collaborates with local sales team to lead and assess agency execution for driving business results. Identifies market opportunities aligning with brand strategy, developing programming to maximize consumer share.
- Served as a key thought partner to the General Manager and Finance Manager in the development of the territory financial plan.
- Ensured the appropriate distribution of promotional resources for field marketing objectives.
- Mentored the local team to continue to grow Woodford Reserve and Tequila's share of mind in our Brown Forman Portfolio
On Premise Market Manager
Brown Forman
New Jersey
11.2018 - 03.2022
- Implemented efficient organizational strategies for distributor and BF SWARM resources, driving successful on-premise brand building plans.
- Ensured execution of brand initiatives and collaborated with divisional Field Marketing Managers to develop programming and achieve brand growth goals
- Assumed leadership in driving the success of important customer-focused strategies
- Created customer focused initiatives that enhance both BF's and customers' profitability
- Developed strong and positive relationships with customers across all accounts and distributor partners
- Established effective communication with diverse stakeholders such as distributor, retailers, consumers and promotional agencies.
- Created compelling and data-driven pitch decks for program pitches, business evaluations and training needs.
- Trained, motivated, and coached distributor sales teams
- Implemented effective financial management strategies
Market Manager
Brown Forman
Virginia
03.2017 - 10.2018
- Optimized resource allocation by incorporating BF SEE into on-premise brand building plans, resulting in the successful execution of initiatives.
- Created and executed off-premise brand building strategies through collaboration with distributors/brokers in assigned territories
- Established a strong rapport with the Virginia Alcohol Beverage Commission
- Responsible for driving the execution of brand initiatives and collaborating with divisional Field Marketing Managers for achieving brand growth targets
- Took on a leadership role in understanding, developing, and executing vital customer initiatives
- Implemented initiatives aimed at enhancing the profitability of both BF and customers
- Developed effective, fact-based selling presentations for program presentations, business reviews, and training purposes.
- Provided guidance and leadership to distributor/broker sales teams
- Managed budgetary responsibilities effectively
Key Account Manager
Galaxy Merchandising
Union, NJ
07.2014 - 02.2017
- Responsible for maintaining relationships with 75 key accounts in the Hoboken, Jersey City, New Brunswick, and Bergen County region.
- Completed approximately 60 monthly tasks and objectives, including selling in programming, establishing new distribution points, and documenting results in Salesforce.
- Managed execution of brand programs and local market initiatives through effective coordination with the local distributor.
- Developed and managed retailer menus and features to achieve sales growth above market trends in key accounts.
Education
Bachelor of Science - Business Management
The College of New Jersey
Ewing, NJ12.2010
Skills
- Sales
- Planning
- Team Management
- Brand building
- Execution of brand initiatives
- Training
- Budget responsibilities
- Promotional calendar management
- Vendor relations
- Sales analysis
- Forecasting
- Reporting
- Marketing campaign management
ERG Leadership
Pride Co-Lead US&C
Timeline
Marketing Manager, Emerging Brands, East Region
Brown Forman
06.2023 - Current
Field Marketing Manager - Woodford Reserve
Brown Forman
03.2022 - 06.2023
On Premise Market Manager
Brown Forman
11.2018 - 03.2022
Market Manager
Brown Forman
03.2017 - 10.2018
Key Account Manager
Galaxy Merchandising
07.2014 - 02.2017
Bachelor of Science - Business Management
The College of New Jersey
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