Summary
Overview
Work History
Education
Skills
References
Websites
Timeline
Generic
FERN WILSON-JEAN

FERN WILSON-JEAN

Castries,St. Lucia

Summary

Experienced and energetic Category Manager with over ten (10) years of marketing experience, effectively managing projects and marketing campaigns from conception to completion. Adept in using traditional and non-traditional marketing platforms to increase awareness, sales, and overall company productivity. Excellent interpersonal, relationship-building, and problem-solving skills. Ability to work effectively in fast-paced environments and diverse cross-functional teams. Pragmatic, results-oriented, conscientious, and efficient.

Career Objective: To lead the development and execution of innovative marketing strategies within the hospitality industry that drive revenue, enhance brand reputation, and support long-term organizational growth, while inspiring and leading diverse teams to achieve exceptional results.

Overview

23
23
years of professional experience

Work History

Category Manager- Water, Malts & Energy Portfolio

Heineken Saint Lucia Ltd.
09.2018 - Current
  • Develop and execute category strategies for five brands – Crystal Clear, Piton Malta, Vitamalt, Climax, and Monster Energy – to enhance product offerings and market position, focused on driving sales volume and revenue growth, building and maintaining brand equity, awareness, and relevance.
  • Deliver monthly performance reports, analyzing growth/decline drivers, and recommending strategic actions.
  • Lead the design and development of integrated marketing communications across print, digital advertising, out-of-home (OOH), radio, and television.
  • Cultivate and sustain key internal and external relationships to drive organizational growth and success.
  • Collaborate with suppliers to negotiate pricing and terms for strategic partnerships.
  • Developed and executed comprehensive rebranding strategies for Climax and Crystal Clear Water in 2019, resulting in a 47% increase in combined category sales volumes.
  • Support marketing research by identifying key consumer trends and opportunities, contributing to successful marketing campaigns, and the launch of new product line extensions.
  • Effectively lead and coordinate project teams for events and community projects, ensuring seamless execution.
  • The prudent management and control of brand and project-assigned budgets.
  • Collaborate closely with the sales team to develop and implement brand strategies that drive sales growth, recently acquiring over 50 new customers and achieving approximately 10% growth through targeting up-selling initiatives.

Jr Brand & Category Manager

Windward & Leeward Brewery Ltd.
11.2016 - 08.2018
  • Developed comprehensive brand plans and continuously identified opportunities to optimize campaign strategies, paid media, digital management and sponsored platforms
  • Created detailed creative briefs and collaborated closely with agencies on advertising and consumer research initiatives
  • Oversaw marketing communications for assigned brands, ensuring consistent and effective messaging
  • Managed product forecasting and maintained rigorous budget tracking for marketing campaigns
  • Analyzed campaign performance data and measured the effectiveness of marketing initiatives
  • Monitored competitor performance and developed solid strategies to strengthen market position and competitive advantage
  • Managed vendor relationships to optimize cost and service quality

Marketing Co-Ordinator

Minvielle & Chastanet Ltd.
09.2010 - 10.2016
  • Managed all corporate marketing functions for M&C Group, overseeing brand management, product launches, advertising budgets, collateral and social events across ten diverse divisions, including Hardware, Drugstore, Distribution, Auto Dealership, Shipping, Insurance and Grocery
  • Built and led social media team comprising content developers and SEO specialists, enhancing the company’s web presence and boosting awareness
  • Evaluated and measured the effectiveness of key initiatives, promotions, advertising and sponsorship
  • Negotiated supplier contracts to optimize cost and service delivery
  • Conducted market research to profile buyers and identify industry trends and opportunities
  • Played a key role in the launch of GL Foodmarket by establishing strategy, messaging, branding, positioning and creative assets, pioneered the GL Foodmarket loyalty card program
  • Supported the successful relaunch of Peter & Company Ltd. as Peter & Company Distribution (PCD) overseeing creatives, branding and positioning

Accounts Executive

Accela Marketing
04.2008 - 08.2010
  • Managed marketing and advertising portfolios for key clients including East Caribbean Financial Holdings (ECFH) and subsidiaries, CFL (Super J & Mega J), National Development Corporation (NDC) and National Commercial Bank (SVG)
  • Led monthly client meetings to assess marketing, advertising and special events needs
  • Successfully launched advertising campaigns aligned with client briefs and budgets
  • Prepared creative briefs, managed budgets and scheduled media placements for campaigns
  • Developed and executed creative marketing campaigns tailored to client objectives
  • Monitored campaign performance to ensure effectiveness
  • Conducted Marketing Research and focus groups to inform strategy when needed
  • Managed production teams for major events such as Carnival and Jazz, coordinating client requirements and vendor partnerships to ensure successful execution

Subscriptions Customer Service Executive (Online Journals)

Sage Publications Ltd.
London, UK
03.2007 - 02.2008
  • Analyzed subscriber and customer trends to identify opportunities, collaborating with Circulation and Sales & Marketing teams to enhance service levels
  • Built and maintained strong relationships with customers and vendors to elevate the company’s profile and service offerings
  • Managed the setup and activation of online subscriptions, driving digital management
  • Prepared monthly reports tracking customer payments, subscription trends, and growth metrics and implemented corrective actions to address declines
  • Handled customer complaints and inquiries, ensuring prompt resolution and improved satisfaction

Credit Collections Customer Service Agent

Digicel St. Lucia Ltd.
11.2002 - 12.2004
  • Contributed to the launch and ongoing development of telecommunications operations in St. Lucia, St. Vincent, Grenada, and Aruba including call center, dealer administration and credit & collections department
  • Monitored and managed dealer and customer accounts, handling payments and resolving queries efficiently
  • Collaborated with credit & collections department to produce monthly reports addressing payment issues
  • Prepared reports, invoices and commission statements to support finance department processes
  • Maintained and updated Dealer Management Commission Systems with new and revised dealer information

Education

Certificate in Social Media Marketing Management -

St. Lucia Chamber of Commerce Industry & Agriculture
Castries, St. Lucia
01.2014

Certificate of Achievement -

Dale Carnegie Course Skills For Success
Castries, St. Lucia
01.2012

Master of Business Administration (MBA) -

The University of Buckingham
Buckinghamshire, UK
01.2005

Bachelor’s Degree - Management Studies

The University of WI
St. Augustine, Trinidad
01.2002

Skills

  • Creative strategy and planning
  • Brand management and advertising
  • Campaign management and evaluation
  • Social media marketing
  • Product launch and development
  • Event management
  • Budget management
  • Marketing research and analysis

References

  • Mrs. Marella Devaux, Managing Director of Terra Caribbean & Blue Sky Luxury, St. Lucia, +1, 758, 7217542, mdevaux@blueskyluxurystlucia.com
  • Ms. Sancha Raggie, Marketing Manager, Massy Stores, St. Lucia, +1, 758, 2852237, sancha.raggie@massygroup.com

Timeline

Category Manager- Water, Malts & Energy Portfolio

Heineken Saint Lucia Ltd.
09.2018 - Current

Jr Brand & Category Manager

Windward & Leeward Brewery Ltd.
11.2016 - 08.2018

Marketing Co-Ordinator

Minvielle & Chastanet Ltd.
09.2010 - 10.2016

Accounts Executive

Accela Marketing
04.2008 - 08.2010

Subscriptions Customer Service Executive (Online Journals)

Sage Publications Ltd.
03.2007 - 02.2008

Credit Collections Customer Service Agent

Digicel St. Lucia Ltd.
11.2002 - 12.2004

Certificate in Social Media Marketing Management -

St. Lucia Chamber of Commerce Industry & Agriculture

Certificate of Achievement -

Dale Carnegie Course Skills For Success

Master of Business Administration (MBA) -

The University of Buckingham

Bachelor’s Degree - Management Studies

The University of WI
FERN WILSON-JEAN