Melissa Looney
Irvine
Summary
Accomplished marketing and sales leader with a robust history at Brown Forman, showcasing exceptional skills in competitor analysis and relationship management. Elevated brand presence and sales by 48% within 9 months, leveraging proven leadership and persuasive negotiation abilities. Expert in driving strategic initiatives and fostering stakeholder communication, consistently achieving ambitious goals.
Overview
28
28
years of professional experience
Work History
Senior Commercial Manager Emerging Brands West
Brown Forman
Irvine
02.2022 - Current
- Delivered regional performance for Emerging Brands.
- Partners with division team to guarantee exceptional distributor implementation of brand initiatives.
- Collaborated with leadership team across marketing, finance, and national accounts.
- Drives the execution of national and regional Emerging Brands account programs for on and off premise within key metro markets
- Established KPIs, distributor pricing, incentives, programming for market strategy.
- Collaborated with diverse stakeholders to create corrective plans addressing market performance gaps.
- Attends collaborative planning sessions with internal and external stakeholders.
Field Marketing Manager Emerging Brands West
Brown Forman
Irvine
08.2018 - 02.2022
- Lead the development, planning process and communication of Local Marketing Plans for the West Region.
- Responsible for key Brand and Division alignment with National Brand Plans while leveraging local opportunities.
- Provided input into local resource allocation decisions and managed local consumer marketing funds (sponsorships, local media, consumer focused tastings, brand events)
- Provides leadership and direction to our Greenhouse Brand Champions and Brand Ambassadors with local consumer marketing activities
- Lead the collaboration with the Multicultural Field Marketing Manager & Portfolio Field Marketing Managers to ensure all activities aligned with brand initiatives
- Worked on special projects with Brand Teams (Slane Sustainability Platform, Herradura Master Class, Herradura Summer Cocktail Strategy, Herradura Latin Initiative).
Field Marketing Manager Tequilas Northeast
Brown Forman
Baltimore
05.2018 - 08.2018
- Lead the development, localization, implementation, and evaluation of local brand consumer activation programs to maximize growth, trial, awareness, and brand equity consistent with national brand strategy within the Northeast Division.
- Shared relevant insights across the division and informed the brand team of important trends
- Provided input into local resource allocation decisions and managed local consumer marketing funds (sponsorships, local media, consumer focused tastings, brand events)
- Provides leadership and direction to our Greenhouse Brand Champions with local consumer marketing activities
- Lead the collaboration with the Multicultural Field Marketing Manager to ensure all activities aligned with brand initiatives
Territory Portfolio Manager New England
Brown Forman
Boston
10.2015 - 05.2018
- Support the localization of playbook strategies and initiatives across the portfolio ie D150 Northeast Initiative
- Effectively ensure the alignment of resources
- Create and update activity trackers (TMF Planners) as well as conducted pre and post evaluations throughout the year in eClips
- Work with Territory Finance Managers and analysts to provide thorough evaluation and feedback on critical in market activity
- Work with FMM’s and local teams to ensure communication is clear, local programs are executed correctly, and recapped accordingly
- Create local selling tools as appropriate and communicate the needs to local teams
- Manage the strategy and prioritization behind national promotions
State Manager MA-RI-ME-NH-VT
Patron Spirits Company
Boston
03.2011 - 10.2015
- Oversaw sales and marketing operations for Patrons Spirits Company across New England.
- Manage distributor to ensure all sales and distribution goals were met along with managing the P&L
- Aligned budget management strategies with sales volumes to accomplish desired brand objectives.
- Facilitated educational workshops to enhance brand knowledge among distributor sales teams and retail partners.
- Developed and executed comprehensive launch strategies for multiple brand introductions.
- Cultivated essential relationships with on- and off-premise accounts to ensure Patron remains pertinent.
- Supervised team of three Brand Ambassadors across Boston, Rhode Island, and New Hampshire.
Area Manager- MA
Patron Spirits Company
Boston
10.2009 - 03.2011
- Delivered annual depletion and distribution targets across Massachusetts effectively.
- Directed distributor compliance with program execution for on-premise and off-premise channels.
- Facilitated sales discussions to align distributor teams with brand goals.
On Premise State Manager - MA
Brown Forman
Braintree
02.2009 - 09.2009
- Maintained key relationships with account owners & decision makers in the on-premise channel.
- Managed distributor on premise selling division to ensure distribution and volume goals were met.
- Managed on premise promotional activity
- Conducted on premise monthly sales meetings
Southern Comfort MBA
Brown Forman
Braintree
04.2008 - 02.2009
- Developed and managed local events to help built brand awareness
- Managed distributor on premise selling division to achieve distribution and sales goals
- Worked with national account on premise manager on opportunities with regional on-premise accounts.
- Conducted monthly sales meetings at distributors
Foundation Brands Market Manager
Brown Forman
Braintree
05.2007 - 04.2008
- Focus on Foundation Brand Portfolio - MA,RI,ME,NH,VT,NJ
- Developed programming aimed at enhancing share of mind through distribution and volume-focused initiatives.
- Developed and orchestrated consumer focused events to increase local brand awareness
- Engaged in trade events across various markets, including Wine Festival (MA & CT) and Distributor Holiday Trade Show (NJ).
Market Manager - Wines
Brown Forman
Braintree
05.2007 - 04.2008
- Developed strong long term relationships with retail accounts in the on and off-premise channel.
- Worked with distributor sales reps & managers on a consistent basis.
- Successfully launched innovation wine brands with the distributor.
- Was awarded salesperson of the year
Marketing Director - Lansdowne Division
United Liquors
Braintree
02.2001 - 03.2003
- Managed Sales and Marketing for Guinness Import Company, Heineken USA and Coors
- Oversaw local budgets against sales volume to achieve optimal results.
- Conducted sales meetings to reinforce brand objectives, strategies, promotional activity and product knowledge with sales force.
- Created customized programs with supplier partners to ensure brand strategy and objectives were met.
- Managed 5 Coors Marketing Manager’s to ensure all on premise activity.
On Premise State Manager
United Liquors
Braintree
07.1999 - 02.2001
- Managed and supported 5 direct and 58 indirect reports to ensure sales and distribution numbers were achieved
- Focus was on Beer, Spirits and Wine portfolio
- Built relationships with key on-premise accounts and developed sales and merchandising strategies that lead to improved sales and distribution of portfolio.
On Premise Sales Representative
United Liquors
Braintree
06.1997 - 07.1999
- Managed 120 On Premise Accounts in Worcester County focusing on Beer, Spirits & Wine Portfolio
- Conducted staff trainings, wine and beer dinners, and on premise promotions
- Increased Sales 48% in Territory within 9 Months
Off Premise Merchandiser
Atlas Distributors
Auburn
10.1996 - 06.1997
- Merchandised on and off premise key accounts - focus on Miller, Sam Adams and Guinness Import Company
- Attended monthly sales and program meetings with Miller Brewing Company
Education
MBA - International Business - Marketing
University of Phoenix
Braintree, MABachelor of Arts - Communication
Worcester State University
Worcester, MASkills
- Proven Leadership Skills
- Competitor analysis
- Stakeholder communication
- Relationship management
- Pricing strategy
- Training and mentoring
- Persuasive Negotiator
- Ability to handle heavy work volume and tight deadlines
- Skilled Problem Solver
Timeline
Senior Commercial Manager Emerging Brands West
Brown Forman
02.2022 - Current
Field Marketing Manager Emerging Brands West
Brown Forman
08.2018 - 02.2022
Field Marketing Manager Tequilas Northeast
Brown Forman
05.2018 - 08.2018
Territory Portfolio Manager New England
Brown Forman
10.2015 - 05.2018
State Manager MA-RI-ME-NH-VT
Patron Spirits Company
03.2011 - 10.2015
Area Manager- MA
Patron Spirits Company
10.2009 - 03.2011
On Premise State Manager - MA
Brown Forman
02.2009 - 09.2009
Southern Comfort MBA
Brown Forman
04.2008 - 02.2009
Foundation Brands Market Manager
Brown Forman
05.2007 - 04.2008
Market Manager - Wines
Brown Forman
05.2007 - 04.2008
Marketing Director - Lansdowne Division
United Liquors
02.2001 - 03.2003
On Premise State Manager
United Liquors
07.1999 - 02.2001
On Premise Sales Representative
United Liquors
06.1997 - 07.1999
Off Premise Merchandiser
Atlas Distributors
10.1996 - 06.1997
MBA - International Business - Marketing
University of Phoenix
Bachelor of Arts - Communication
Worcester State University
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