Summary
Overview
Work History
Education
Skills
Websites
Accomplishments
Timeline
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Erin Bracken

Vancouver,BC

Summary

Results-driven marketing leader born to build strategic, successful products and brands to drive profits, increase market share and cement industry dominance. Focused, performance-minded manager with proven skills in project management, team building, stakeholder relations and campaign optimization. Ready to offer 15+ years FMCG experience to new role dedicated to achieving exceptional results.

Overview

24
24
years of professional experience

Work History

Marketing contractor

Nude beverages
Vancouver
12.2023 - Current
  • Brand positioning across portfolio of brands, 2024 Marketing strategy’s and brand plans, Innovation process training, template development and pipeline planning, Full competitor analysis

Senior Innovation and Wildflower Marketing Manager

Rubicon Organics
Vancouver
01.2020 - 08.2023
  • Rubicon Organics is an Organic Licensed Cannabis Producer and one of a few top performing, profitable Premium cannabis companies in Canada
  • Wildflower is the top performing CBD brand in Canada
  • Rubicon Organics was a true start-up when I joined with a handful of employees and fewer systems in place
  • They brought me into the business from another continent, having worked with me previously, to launch products quickly, to set up and implement all New product development systems and processes and to help grow the business
  • I have project lead (defined, designed and delivered) 30+ new products – growing annual net revenue from $0 to $40m
  • I was responsible for defining the Innovation strategy and annual innovation pipeline
  • I also took on all marketing responsibilities for the Wildflower CBD brand, including Annual brand planning and budgeting, brand positioning, communication, innovation strategy, digital planning + agency management
  • I offered to lead the 2021 ESG report as an extra project as the Sustainability Manager left the business
  • I assisted with qual and quant consumer research studies.

Senior Innovation and Marketing Manager

Heineken / Namibia Breweries (JV)
Cape Town, South Africa
02.2016 - 12.2019
  • Heineken and Namibia Breweries have a joint-venture in South Africa, creating the number 2 beer company
  • Craft beer was a growing segment of the market and Heineken / Namibia Breweries wanted to participate
  • I lead a comprehensive study of the Craft beer category and identified key opportunity areas
  • I project lead the creation of a new craft beer brand from ideation through to launch
  • I was also responsible for developing the Marketing strategy, annual brand planning, creative development, full budget management and performance tracking
  • Managed 1 direct report.

Innovation, Customer & Consumer Marketing Roles

Diageo South Africa
Cape Town, South Africa
03.2011 - 01.2016
  • Diageo is one of the worlds biggest producers of Spirits and Beers, available in 180 countries worldwide
  • They formed a Joint Venture with Heineken and Namibia Breweries in South Africa under an umbrella company called Brandhouse
  • I held various roles at Diageo SA, including Innovation, Customer and Consumer Marketing
  • Innovation responsibilities included ideation to commercialisation and post evaluation for Heineken draught beer, a Smirnoff Vodka Ready to Drink and a value Whiskey product
  • In my Customer Marketing role I was responsible for creating sales driving materials & initiatives across the full beer and spirits portfolio to drive awareness and conversion of the portfolio
  • I lead the seasonal gifting agenda and was responsible for the beer portfolio’s flagship On-Trade program (21 outlets) and off-trade shopper program (100+ retailers)
  • I held a position on the leadership team and managed a team of 3 direct reports
  • In my consumer marketing role, I managed all communication campaigns, activations and events for Heineken (Rugby World Cup campaign 2011 and Windhoek beer).

Marketing Manager

BBC
London, England
09.2007 - 01.2011
  • The British Broadcasting Corporation is one of the most iconic television broadcasters in the world, head quartered in England, United Kingdom
  • I project lead the launch of the High- Definition TV channel- the first of its kind for the BBC
  • The budget was $2m to create new channel Identity, educational content as well as advertising materials to be used on TV, Cinema, radio, print and online
  • I also managed the launch of a new BBC HD website.

Various Advertising roles

Cape Town, South Africa
06.2000 - 08.2007
  • For the first 7 years of my career I worked on FMCG brands in the advertising industry where I learnt the fine art of relationship building, multi-tasking and delivering on im(possible) client requests.

Education

Finance for Marketers, Digital Marketing, Excel Refresher, Product Marketing -

Udemy
01.2024

Situational Leadership and Diageo Way Of Brand Building -

Diageo Academy
01.2014

BA Social Science Degree -

University of Cape Town
01.2000

Marketing Diploma -

Varsity College- Cape Town

Project Management Certificate -

Stellenbosch University

Cannabis Level 2 Certified Sommelier -

Canna Reps

Skills

  • Brand Building
  • Strategic Thinker
  • Project Management
  • Product Development
  • Marketing Campaign Management
  • P&L Management
  • Analyzing Data
  • Social Media Marketing
  • Budget Administration
  • Staff Management

Accomplishments

  • Marketing excellence Award - Diageo
  • MD Award nominee- Diageo

Timeline

Marketing contractor

Nude beverages
12.2023 - Current

Senior Innovation and Wildflower Marketing Manager

Rubicon Organics
01.2020 - 08.2023

Senior Innovation and Marketing Manager

Heineken / Namibia Breweries (JV)
02.2016 - 12.2019

Innovation, Customer & Consumer Marketing Roles

Diageo South Africa
03.2011 - 01.2016

Marketing Manager

BBC
09.2007 - 01.2011

Various Advertising roles

06.2000 - 08.2007

Finance for Marketers, Digital Marketing, Excel Refresher, Product Marketing -

Udemy

Situational Leadership and Diageo Way Of Brand Building -

Diageo Academy

BA Social Science Degree -

University of Cape Town

Marketing Diploma -

Varsity College- Cape Town

Project Management Certificate -

Stellenbosch University

Cannabis Level 2 Certified Sommelier -

Canna Reps

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Erin Bracken