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. Lucia01.2014
Certificate of Achievement -
Dale Carnegie Course Skills For Success
Castries, St. Lucia01.2012
Master of Business Administration (MBA) -
The University of Buckingham
Buckinghamshire, UK01.2005
Bachelor’s Degree - Management Studies
The University of WI
St. Augustine, Trinidad01.2002
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
Websites
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