Maria Sweeney
Oakville,Canada
Summary
I’m a strategic Leader focused on driving business results and inspiring creativity. My extensive experience leading teams, agency partners and Brands provides transferable skills and learnings applicable across various industries. In my current role I lead the Marketing Centre of Excellence enabling me to challenge the status quo and inspire Marketing and Business transformation. Additionally, as a member of the CMA Creativity Council I am establishing best practice for the Marketing discipline in Canada.
Overview
16
16
years of professional experience
1
1
Certification
Work History
Senior Marketing Director
Corby (Pernod Ricard)
06.2023 - Current
- Lead Marketing Centre of Excellence and Channel Marketing (team of 16), overseeing a team of Specialists who manage; Marketing Effectiveness, Portfolio Strategy, Growth Planning, Media and Content Strategy, Innovation, Consumer Insights and Channel Marketing (Retail, On Premise and Ecommerce).
- Led team re-structure, built a fit for purpose team to deliver against company ambition and optimize resource allocation.
- Developed and socialized 3 year Growth plan +6% Net Sales CAGR), selected and onboarded new Creative agency and implemented new Media briefing and measurement processes.
- Work collaboratively with Commercial team to identify key milestones within planning process, deliver against Customer needs and ensure clear communication of Brand and Channel plans to broader organization.
- Owner of Mixed Marketing modeling tool, led team to deliver +2pt Net Sales increase through media channel optimization.
- Led a Consumer path to purchase study in collaboration with Kantar. Supported team in roll out of learnings to broader organization, enabling optimizations across Omni-Channel plans and best in class execution.
- Owner of Monthly Innovation stage gate process, support team to identify, develop and roll out innovation pipeline.
- Department lead for Marketing education and learning, host quarterly sessions with Marketing team (50+ people) to educate on key principles, new trends and provide inspiration on what's happening within Marketing landscape.
Brand Director; Spirits, Wine and Ready to Drink
Corby (Pernod Ricard)
07.2018 - 06.2023
- Oversaw portfolio of Brands (J.P. Wiser's, Jameson, The Glenlivet, Absolut, Malibu, Kahlua, Jacob's Creek) across various categories, consumer occasions and target segments.
- Coached team to develop annual and long range Brand plans, execute media and PR activations and collaborate with Channel team to ensure strong media to shelf activation in store and on premise.
- Over-delivered on share targets (+2 pts) and Retail value growth (+6% R12) across portfolio vs Previous year in 2022.
- Coached & Managed a team of 9 ranging from Junior to Senior Managers; supported team on value engineering, pricing, portfolio strategy, budget management ($20M in A&P), execution of campaigns across multiple channels and measurement through post campaign evaluation and ROI.
- Led strategic vision and ambition for Corby's flagship Brand, J.P. Wiser's, delivering +10% awareness, +12% penetration and +3% growth in mature Canadian Whisky category (2022 vs. 2021).
- Led team to develop Brand foundational systems, all assets across full consumer journey, innovation from idea inception through to in market execution and was key point of contact as Brand Owner for Global markets.
Sr. Brand Manager; Spirits and Wine
Corby (Pernod Ricard)
09.2012 - 07.2018
- Led the strategic development of annual Brand plans for Jameson, The Glenlivet and Jacob's Creek.
- Managed agency relationships across media, creative, content, research and ecommerce.
- Led integrated agency briefing process; working collaboratively with cross functional teams to integrate Insights, Channel and Commercial considerations.
- Successfully developed launch plan for Jacob's Creek Double Barrel (Launched Fall 2015, with continued success within first 2 years; +52% R12 2017).
- Delivered growth on The Glenlivet (+7% R12 2018) attaining leadership position within Single Malts category.
- Adapted and presented Brand plans to suit the needs of various audiences (Executive team, Global Brand teams and broader organization).
- Managed $10M A&P budget and coached and managed team of 2.
- Accelerated growth on Jameson Brand Family (+15% R12 2016 vs. 20% R12 2018) via integrated plan and excellence in execution.
Brand Manager; Spirits and Ready to Drink
The Kirkwood Group
03.2011 - 04.2012
- Managed portfolio of Spirit and Ready to Drink Brands, built annual Brand plans and executed multi channel campaigns (A&P $2.5M).
- Key point of contact for Provincial liquor boards, sold in display and other merchandising programs to drive conversion in store.
Assistant Brand Manager; Spirits
Beam Suntory
09.2008 - 03.2011
- Supported Brand Manager to develop and execute annual Brand plans.
- Supported Commercial team by developing and executing innovative point of sale materials.
- Worked closely with Insights Manager to develop program on Sauza Tequila to overcome Brand perception challenges, delivering +10% R12 growth 2010.
Education
Level 2 - Advanced Wine And Beverage Business Management
WSET
Toronto, ON01.2013
Bachelor of Commerce - Marketing
York University
05.2007
Skills
- Creativity
- Influence
- Communication
- Enterprise Leadership
- Collaboration
- Strategic Planning
- Omni Channel Planning
- Media strategy and planning
- Ecommerce Marketing
- Mixed Marketing Modelling
- Direct & Indirect Procurement
- Consumer Insights
- Innovation
- Brand Management
- Financial and Business acumen
Certification
- Advanced Marketing, 06/2017, 07/2017, Columbia University, NY
- Hatha Teacher Training, 01/2011, 10/2011, Kula Yoga, Oakville
Awards
- Elsie, 06/2015, 06/2015, LCBO, Best experiential marketing activation
- Gold, 10/2021, 10/2021, PAC Global awards, Best new packaging, Lot 40 Canadian Whisky
- Double Gold, 01/2021, 01/2021, Canadian Whisky Awards, Best Craft Canadian Whisky, Pike Creek
Languages
English
Native or Bilingual
Spanish
Professional Working
Timeline
Senior Marketing Director
Corby (Pernod Ricard)
06.2023 - Current
Brand Director; Spirits, Wine and Ready to Drink
Corby (Pernod Ricard)
07.2018 - 06.2023
Sr. Brand Manager; Spirits and Wine
Corby (Pernod Ricard)
09.2012 - 07.2018
Brand Manager; Spirits and Ready to Drink
The Kirkwood Group
03.2011 - 04.2012
Assistant Brand Manager; Spirits
Beam Suntory
09.2008 - 03.2011
Level 2 - Advanced Wine And Beverage Business Management
WSET
Bachelor of Commerce - Marketing
York University
- Advanced Marketing, 06/2017, 07/2017, Columbia University, NY
- Hatha Teacher Training, 01/2011, 10/2011, Kula Yoga, Oakville
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