Keville Wohlstand
Castries,Saint Lucia
Summary
Dynamic Brand Manager with a proven track record at ACADO Limited, excelling in market analysis and promotional campaigns. Skilled in budget management and cross-functional collaboration, I drive brand growth and enhance customer relationships, consistently delivering impactful marketing strategies that elevate brand positioning and performance.
Overview
10
10
years of professional experience
1
1
Certification
Work History
Brand Manager - Carib Brewery Portfolio
ACADO Limited
08.2024 - Current
- Strategic Planning: Develop and refine annual and long-term marketing plans for the Carib Brewery Portfolio and Tiny Bites.
- Market Analysis: Conduct market research to identify consumer insights, market trends, and competitive landscape.
- Brand Management: Oversee the lifecycle of assigned brands, ensuring consistent brand messaging and positioning.
- Promotional Activities: Plan and execute promotional campaigns, evaluating their effectiveness and making necessary adjustments.
- Budget Management: Monitor and control marketing budgets, providing updates and ensuring efficient allocation of resources.
- Cross-Functional Collaboration: Work closely with distribution, production, and purchasing teams to ensure seamless execution of marketing strategies.
- Performance Monitoring: Track and analyze brand performance metrics, identifying areas for growth and improvement.
- Stakeholder Engagement: Develop and maintain relationships with key stakeholders, including customers, partners, and internal teams.
- Innovation: Participate in innovation discussions and contribute to the development of new products and brand extensions.
- Reporting: Prepare and present monthly performance reports to senior management
Trade Sales Manager
Caribbean Producers Jamaica Limited
Saint Lucia
03.2024 - 07.2024
- Team Leadership: Lead, motivate and manage a down trade sales team to achieve set targets.
- Sales Strategy: Develop and implement effective sales strategies tailored to the down trade market segment; analyze market trends and customer behavior to identify growth opportunities.
- Customer Relationship Management: Build and maintain strong relationships with down trade customers to ensure customer satisfaction and loyalty; address customer needs and concerns promptly, fostering a positive business relationship.
- Product Knowledge: Possess a thorough understanding of the food and beverage products offered, enabling effective communication and promotion to customers.
- Performance Monitoring: Track and report sales performance, setting individual or team targets for continuous improvement; Provide regular reports on sales, market trends, and competitor activities to the management team.
- Training and Development: Conduct and or coordinate training programs to enhance the skills and knowledge of the sales team.
Promotional & Visibility Executive
Heineken Saint Lucia Limited
Saint Lucia
01.2024 - 03.2024
- Execute promotions at the ON premise outlets
- Coordinate weekly meeting with Sales Executives to fine tune the promotion mechanics and prizes.
- Assist On Premise Channel Coordinator in preparing the mechanics for activations.
- Ensure all material needed for activations are on hand at least one (1) week before the activation execution date.
- Liaise with customer on the promotions that will happen in their outlets. This will include further communication on the mechanics of activations.
- Deployment of visibility in the trade when necessary.
- Place promo communication at the outlets to be activated one (1) week before the promotion date.
- Brand the outlets/events for promotions at least 4 hours before the start of the promotion. Also ensure that promotions are well executed on time in full with the right level of excitement that will intern excite the consumers.
- Ensure the breakdown/removal of all communication items after all promotions.
- Prepare post activation evaluations for all activations.
- Take photos that can be used to promote our activations on social media.
Channel Coordinator - Traditional Trade
Heineken Saint Lucia Limited
Saint Lucia
05.2023 - 02.2024
- Responsible for the management, supervision and execution for all On Premise activations/executions from conceptualization to monitoring to evaluation upon completion.
- Coordinate Purchase Requisitions/ Purchase Quotes & PO for On Premise Activities in Heilite / SRM
- Monitor spend for the On Premise activations/executions.
- Manage the master calendar records for ON Premise activations/executions, monitor to ensure planning ahead of time & On-time in-full (OTIF) execution
Beer Category Support
Heineken Saint Lucia Limited
Saint Lucia
05.2022 - 01.2023
- Support Senior Category Manager in execution of Category Plans.
- Deliverables: Coordinate & support the BTL execution of Piton 30th Anniversary Campaign
- Coordinate & support BTL launch of New RGB
- Coordinate the execution of B TL Carnival Activation
- Coordinate BTL Launch of Desperados Mojito
- Coordinate & support on the Heineken visibility execution
Promotional & Visibility Executive
Heineken Saint Lucia Limited
Saint Lucia
02.2019 - 05.2022
- Execution of activations and or promotions in the trade.
Customer Service Representative
1st National Bank St. Lucia Limited
Saint Lucia
05.2018 - 01.2019
Bank Teller
Bank of Saint Lucia Ltd
Castries, Saint Lucia
01.2015 - 12.2017
Education
Bachelor of Business Administration - BBA - Business Administration and Management, General
Monroe College
12.2015
Skills
- Google Workspace
- Market analysis
- Product Marketing
- Sampling
- Promotional campaigns
- Budget management
- Cross-functional collaboration
- Customer relationship management
- Sales strategy
- Performance monitoring
- Brand positioning
Websites
Certification
- From Likes to Leads: Interact with Customers Online
- Attract and Engage Customers with Digital Marketing
- Foundations of Digital Marketing and E-commerce
Timeline
Brand Manager - Carib Brewery Portfolio
ACADO Limited
08.2024 - Current
Trade Sales Manager
Caribbean Producers Jamaica Limited
03.2024 - 07.2024
Promotional & Visibility Executive
Heineken Saint Lucia Limited
01.2024 - 03.2024
Channel Coordinator - Traditional Trade
Heineken Saint Lucia Limited
05.2023 - 02.2024
Beer Category Support
Heineken Saint Lucia Limited
05.2022 - 01.2023
Promotional & Visibility Executive
Heineken Saint Lucia Limited
02.2019 - 05.2022
Customer Service Representative
1st National Bank St. Lucia Limited
05.2018 - 01.2019
Bank Teller
Bank of Saint Lucia Ltd
01.2015 - 12.2017
Bachelor of Business Administration - BBA - Business Administration and Management, General
Monroe College
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