Tommy Cavnor
Louisville,KY
Summary
Results driven Wine and Spirits marketing leader with over 20 years of experience in building and executing successful marketing campaigns. Excel in driving profits, increasing market share, and establishing industry dominance for demanding brands. Known for my expertise in customer relationship management, partnership marketing, product launches, marketing campaign management, and more. Recent accomplishments include establishing Total Marketing and Consulting, a full-service marketing agency, and successfully executing comprehensive marketing strategies for clients. My ability to drive exceptional results on tight timelines makes me a valuable asset in any marketing role.
Work History
Principal
TOTAL MARKETING AND CONSULTING
Louisville, KY
10.2023 - Current
- Established Total Marketing and Consulting, a full-service marketing agency, specializing in building brand equity, digital marketing, social media, and content marketing.
- Develop comprehensive marketing strategy plans for clients, tailored to their goals and target audiences.
- Lead the execution of marketing campaigns, including social media campaigns, Google Ads, Facebook Ads, SEO.
- Stay updated with the latest marketing trends and technologies to ensure clients' strategies remain competitive.
Dark Spirits Marketing Manager
375 PARK AVENUE SPIRITS, a division of SAZERAC
Louisville, KY
04.2020 - 10.2023
- Oversee and lead all marketing initiatives for 20+ strategic supplier relationships to achieve annual brand contribution targets; inclusive of leading all tactical initiatives, building brand strategies, and national and local program creation.
- Selection of and oversight for creative agencies; main point of contact for all planned, coordinated, and organized agency operations.
- Launched multiple integrated marketing campaigns to enhance prospect engagement including creation of marketing materials, collateral, and sales support tools..
- Created and implemented digital marketing plans to incorporate SEO, social media platforms and video campaigns.
- Designed analytical frameworks with financial terms and concepts to supplier leadership while balancing expectations and priorities with stakeholders; manage P&L statements, budgets, and pricing structures for all suppliers.
- Undertook complex challenges while being a brand champion and influencing decisions while as part of the 375 Park leadership team.
Senior National Trade Marketing Manager
FETZER VINEYARDS
Remote, CT
07.2019 - 04.2020
- Lead all national and regional program planning, development and production.
- Supervised partner relationships and executions for Manchester United, MLS Soccer and FC Dallas.
- Developed, and executed large scale special events and mobile touring activations.
- Collaborated with National and Regional Account Sales to develop localized marketing programs to address market needs.
- Managed external creative, public relations and media agencies.
- Executed targeted market visits to increase sales, working with market managers and distributor sales force to ensure effective display and promotional activity.
National Commercial Manager
FETZER VINEYARDS
Remote, CT
07.2018 - 07.2019
- Established innovative and targeted collateral to support overall product branding objectives
- Generated strategies and marketing programs that drive product awareness and demand
- Focused on improving retail execution, display activity and specifically customer and consumer interactions
- Directed the strategic sales launch of Diablo Wine and gained over 1000 new points of distribution
- Ensured effective and efficient marketing mix via interaction with marketing, consumer promotions and finance
National Field Marketing Manager
EXCELSIOR WINES
Old Brookville, NY
03.2016 - 07.2018
- Identified and execute strategies and programs that drive significant results in key off and on-premise chain, regional, and independent accounts.
- Synthesized chain business plans that integrate marketing and sales activities.
- Leveraged account specific tools to drive tactics, sell through and overall brand awareness.
- Worked cohesively with field sales force and distributor partners to present plans to chain buyers.
- Coordinated all special events and key trade opportunities for the field sales team; responsible for creative approach and on-site event execution.
Sales Promotions Manager
PERNOD RICARD USA
New York, NY
07.2013 - 03.2016
- Directed the development, execution, production, and distribution of all collateral POS materials in accordance with brand strategies across all Whiskey and Scotch portfolio brands.
- Instituted a systematic retailer focused customization digital program for local market initiatives.
- Managed digital, promotional and production agencies through program executions in line with yearly calendars, budget parameters and legal compliance.
- Aligned with trade marketing, brand teams, national and regional marketing teams.
- Throughout all aspects of programming, from creative development to in-field distribution.
- Oversaw the design, creative development, and production of value-added packaging initiatives.
Brand Manager- Jameson Irish Whiskey
PERNOD RICARD USA
New York, NY
03.2013 - 07.2013
- Worked on the Jameson Brand team to manage national programming initiatives and activations.
- Managed creative, digital, and social media agencies to ensure consistent execution and implementation of the Jameson Irish Whiskey activation platform.
- Assisted in the development and creation of a new financial tracking process, intended for monitoring year over year brand spend.
Education
Certificate of Achievement - Marketing
Bachelor of Science - Criminal Justice
Skills
- Customer Relationship Management
- Partnership Marketing
- Product Launch
- Marketing Campaign Management
- Inventory and Supply Oversight
- Supervision and Leadership
- Internet and E-mail Marketing
- Brand-Building Strategies
- Event Planning and Execution
- Project Management
- Marketing Collateral
- Planning and Organizing
Additional Information
PERNOD RICARD USA Interim Sales Promotion Manager | 2011 to 2012
MATCH DRIVE Senior Client Executive; Pernod Ricard USA | 2005 to 2011
RYAN PARTNERSHIP
- Program Manager; Heineken USA| 2003 to 2005
- Associate Program Manager; Amstel Light | 2002 to 2003
DRAFT WORLDWIDE Program Manager; R.J. Reynolds | 2001 to 2002
THE AFFINITY MANAGEMENT GROUP General Market Manager; Stoli Vodka | 2000 to 2001
LYONS GROUP ENTERTAINMENT
- General Manager; Bill Bar/ Karma Club | 2000 to 2001
- Assistant General Manager; Jake Ivory's | 1998 to 2000
TEAM ENTERPRISES
- Project Manager; Brown Foreman, Allied Domecq | 1996 to 1997
- Marketing Manager; Miller Brewing Company | 1994 to 1995
Affiliations
US Army Reserves Veteran, Military Police Corps
Northeastern University Rugby Alumni Association 1992-Present
Timeline
Principal - TOTAL MARKETING AND CONSULTING
10.2023 - Current
Dark Spirits Marketing Manager - 375 PARK AVENUE SPIRITS, a division of SAZERAC
04.2020 - 10.2023
Senior National Trade Marketing Manager - FETZER VINEYARDS
07.2019 - 04.2020
National Commercial Manager - FETZER VINEYARDS
07.2018 - 07.2019
National Field Marketing Manager - EXCELSIOR WINES
03.2016 - 07.2018
Sales Promotions Manager - PERNOD RICARD USA
07.2013 - 03.2016
Brand Manager- Jameson Irish Whiskey - PERNOD RICARD USA
03.2013 - 07.2013
Northeastern University - Certificate of Achievement, Marketing
Northeastern University - Bachelor of Science, Criminal Justice
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