Kelly Mitchell
Summary
A creative and strategic sales and marketing leader with a passion for driving sales, brand building and customer deliverables. Vast experience in sales event management, program planning, fostering relationships, trade marketing and national brand management. Leads sales and marketing initiatives with ease, while adeptly managing budgets and achieving brand objectives. A resourceful collaborator who executes projects from inception to completion, while effectively managing key stakeholders. Proficient in Microsoft Office Suite.
Overview
28
28
years of professional experience
1
1
Certification
Work History
Independent Consultant
11.2023 - Current
- Provide expert guidance, support, and resources to help clients to achieve their career goals, and professional journeys. This includes:
- Identifying and achieving career objectives
- Developing effective job search strategies
- Enhancing resume writing and interview skills
- Exploring new career paths and industries
- Improving work-life balance and professional development
- Conducting one-on-one coaching sessions
- Assessing clients’ strengths, interests and career aspirations
- Creating personalized career development plans
- Providing guidance on resume writing, LinkedIn profiles, and online presence
- Preparing clients for interviews and salary negotiations
- Offering job market insights, industry trends, and networking strategies
- Facilitating workshops, webinars, and group coaching sessions
- Collaborating with other professionals
- Maintain records of client progress and program effectiveness
Sales Event Manager/Team Supervisor
TIME FAMILY OF WINES
05.2022 - 07.2023
- Delivered exceptional sales experiences.
- Planned, executed, and optimized sales-driven events.
- Designed, coordinated, and facilitated events that drove revenue growth, customer engagement, and brand awareness.
- Managed event budgets, timelines, and vendor/community relationships
- Developed event content
- Analyzed event ROI and provided recommendations for improvement
- Supervised event staff
- Strong cross functionality with key stakeholders
- Lead the daily winery operations, ensuring quality and efficiency
- Managed winery staff
- Managed inventory for retail sales
- Provided leadership, communication, and problem-solving skills
Supervisor, Distribution APOC
CANADA POST/POSTES CANADA
07.2021 - 04.2022
- Set daily priorities and scheduled staff.
- Promoted and implemented workplace health and safety programs.
- Supervised, coached and provided guidance and leadership to employees, promoting a respectful environment in the workplace.
- Administered human resource processes. Resolved staff issues. Regular consultation with Labour Relations and/or union representatives on the application of the terms of the collective agreement.
- Created learning and knowledge transfer opportunities to assigned staff.
- Maintained optimum productivity levels by closely monitoring and adjusting staffing to workloads in order to arrange for adequate staff to be on duty.
- Performs frequent quality checks on all aspects of the designated shift or section.
- Analyzes daily productivity reports to determine problems and trends. Shares analysis and results with teams.
- Works to improve performance and implement best practices in productivity.
- Liaises with other sections in operations to ensure the efficient movement of mail and employees between sections.
- Maintains employees’ time and leave to ensure the accurate and timely pay for employees.
- Produces reports, resolves related data issues and performs other administrative tasks associated with a team leader role.
Free-lance start up
04.2018 - 07.2021
- Virtus Organics. First certified celiac, organic, vegan, kosher, gluten free vodka in Canada. Awarded GOLD at the 2018 World Vodka awards.
- Provided the vision, mission, goals and strategies to the sales team in achieving brand objectives.
- DUE TO COVID 19, our team had to fold.
National Brand Manager
PMA Canada Ltd - Purveyors of Fine Wines & Spirits
01.2016 - 01.2018
- Translated brand strategies into brand plans, brand positioning and go-to-market strategies in both Retail and On-Premise, providing the vision, mission, goals and strategies to the sales team achieving brand objectives.
- Successfully delivered financial results, staying within budget, achieving National Sales Volumes (NSV).
- Led the creative development of motivating stimulus to get targeted consumer population to “take action”.
- Implemented pricing strategy; delivered aligned price position on all variants and sizes vs competitive / internal benchmarks, ensuring pricing was competitive which bolstering customer loyalty.
- Aligned Retail Programs, delivered rolling 18-month activity grid including OTC forecasts and tie back to consumer goals.
- Budget Control - Management and Reconciliation of Brand Advertising, Promotion, Customer Discounts and brand investment spend.
- Financial Planning - Provided brand Input in support of Annual Budget and LE (latest estimate) submissions.
Trade Marketing Manager Western Canada
01.2015 - 01.2016
- Lead the planning process for all promotion activity for BC, Alberta, Saskatchewan and Manitoba (The West) retail and On-Premise activity.
- Tailored programs for private chains and independents for BC and Alberta. Adapted national plans for best execution in
- The West.
- Worked closely with Provincial Sales Managers and Key Account Managers to identify opportunities and propose activity for realization.
- Implemented approved activity working with sales and brand management.
- Resident expert on Western Provincial liquor markets and fully knowledgeable on guidelines and compliance.
- Sales-Marketing communication: Kept all informed of deadlines and developments and managed exceptional communication flow.
Trade Marketing Manager Ontario
Constellation Brands Canada (Now Arterra Canada)
01.2010 - 01.2014
- Developed and executed national and local product promotions for both Retail and On-Premise customers. Ensured alignment between sales and marketing departments on field sales execution needs and brand marketing initiatives, including budget management.
- Leveraged relationships with key accounts and the regional Liquor Boards to optimize promotional brand activities to drive business.
- Developed customer specific On-Premise marketing programs.
- Collaborated with the Strategic Account Managers (OP and Retail) to determine and execute new business opportunities.
- Created and executed special events/requests for Corporate On-Premise accounts.
- Developed and created programs and support tools for Key Accounts both regionally and nationally. Made cost effective and time efficient recommendations for outsourcing creative and graphic designers. Main liaison between sales, brand marketing and on-site creative studio for all field sales creative tools.
- Led territory specific customer programs and festivals.
- Championed regional sales event management.
- Maintained brand standard communication to the field sales team.
- Developed and provided POS tools and wine education materials for independent trade shows/festivals.
- Supported international principal visitor and wine maker itineraries.
- Created and executed the On-Premise features and programs.
Regional Key Account Manager
01.2008 - 01.2010
Premium On-Premise Account Manager
01.2007 - 01.2008
Pharmaceutical Specialist Representative
Schering Plough Canada (currently Merck Canada)
01.1998 - 01.2007
- Over 30 years of hospitality experience, separate from full-time careers.
Education
Bachelor of Commerce - Business
McMaster University
Skills
- Problem-solving
- Attention to detail
- Team leadership & development
- Client relationships
Accomplishments
SMART Serve Certified
Project Management Certificate
Wine & Spirit Education Trust - Level 2
Representative at VANOC Winter Olympic Games 2010
Basic CCPE
Pneumology CCPE
Cardiology CCPE
Languages
English
Certification
- SMART Serve Certified
- Recipient of the 2017 "Best of " LCBO Elsie Award
- Project Management certificate
- Wine & Spirit Education Trust - Level 2
- Representative at VANOC Winter Olympics 2010
- Basic CCPE Pneumology CCPE Cardiology CCPE
Timeline
Independent Consultant
11.2023 - Current
Sales Event Manager/Team Supervisor
TIME FAMILY OF WINES
05.2022 - 07.2023
Supervisor, Distribution APOC
CANADA POST/POSTES CANADA
07.2021 - 04.2022
Free-lance start up
04.2018 - 07.2021
National Brand Manager
PMA Canada Ltd - Purveyors of Fine Wines & Spirits
01.2016 - 01.2018
Trade Marketing Manager Western Canada
01.2015 - 01.2016
Trade Marketing Manager Ontario
Constellation Brands Canada (Now Arterra Canada)
01.2010 - 01.2014
Regional Key Account Manager
01.2008 - 01.2010
Premium On-Premise Account Manager
01.2007 - 01.2008
Pharmaceutical Specialist Representative
Schering Plough Canada (currently Merck Canada)
01.1998 - 01.2007
Bachelor of Commerce - Business
McMaster University
Recipient of the 2017 "Best of" LCBO Elsie Award
This award recognizes someone who makes a difference in their community - someone who gives their time and passion to something that benefits others. This award recognized the 20+ years of volunteer service given to the Cancer Assistance Program. www.cancerassist.ca
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