CHIARA GIOVANACCI

CVH Spirits (Bunnahabhain, Deanston, Tobermory, Ledaig, Scottish Leader, and Black Bottle) – Feb 2020 – Present. Promoted three times: from Marketing Manager to Malts Marketing Lead (Sep 2020), to Global Head of Malts (Dec 2023), and in July 2025, to Head of Marketing, a member of the Executive Leadership Team reporting to the CEO.

Key responsibilities include.

• Defined portfolio and brand strategies, leading brand positioning development, brand DNA, brand visual identities, and tone of voice to ensure distinctiveness.
• Led the global repositioning and strategic evolution of premium whisky brands to strengthen distinctiveness and long-term growth potential.
• Defined the innovation pipeline, from consumer and customer insight through to new product development, integrated campaign creation, and execution.
• Defined a new agile process for customer-led innovation to unlock new revenue streams.
• Responsible for building strategy to enhance brand equity and drive topline growth.
• Lead media strategy across paid, owned, and earned channels.
• Lead integrated brand campaigns across international markets, aligning commercial objectives with culturally relevant storytelling to strengthen consumer engagement, and premium brand positioning.
• Direct multi-agency partnerships across creative, media, PR, and experiential to deliver globally aligned brand experiences across digital, retail, and consumer touchpoints.
• Full P&L responsibility for direct-to-consumer branded websites, leading a team of e-commerce and digital managers.
• Lead, coach, and mentor the global marketing function, managing a team of seven direct reports and overseeing the entire function, including global brand, market activation, trade marketing, PR and communications, digital marketing, and ecommerce.
• Champion consumer and customer insight, market trends, cultural shifts, and competitor activity. Mutliple research projects to validate & inform campaign, messaging & innovation.
• Champion cross-functional collaboration across commercial, supply chain, innovation, finance, and executive leadership teams.
• Driving culturally relevant partnerships, community engagement initiatives, and experiential brand experiences. Community of 50k, supported by first-party data acquisition strategy (+20% growth YoY).
• Developing brand architecture, portfolio strategy, and premiumisation plans.
• Leading global marketing planning and investment prioritisation.
• Built brand strategies balancing heritage, modern relevance, and premium consumer appeal.
• Played a strategic leadership role in cross-functional transformation initiatives, including innovation integration, and agile ways of working.
• Lead a team of 11 direct reports (brand, digital, insights, trade marketing, and activation).

Key Achievements:

• Delivered NSR growth of 18% CAGR from 2020 to 2025.
• Elevated brand storytelling to build distinctive market positioning and premium relevance. Result: increased pricing power.
• Lead multiple partnership programmes to drive brand saliency.
• Led team delivery of multiple integrated campaigns across owned, earned, and paid channels.
• Launched a consumer-centric new make cask programme, delivering £750k AGP in year one.
• Spearheaded private client programme and luxury lighthouse partnerships.
• Increased brand health year on year, driving saliency in the UK and TW (owned RTM).

• Responsible for the creation and delivery of global brand plans, and strategy.
• Development of NPD (scoping white space, pricing opportunities, creative and packaging development, and market allocation of volumes).
• Brand guardianship of the malts portfolio.
• Planning and creation of integrated campaigns and assets for market deployment (ATL, BTL, digital, PR, e-commerce, POS, and travel retail).
• Delivery of disruptive, omnichannel campaigns: Laphroaig ‘Opinions Welcome’.
• Defining and ensuring the execution of go-to-market strategies across key global markets.
• Management of central budget: £2.1M.
• KEY ACHIEVEMENTS.
• Reset of the Laphroaig Loyalty Programme (500k+ members).
• Launch of the Opinions Welcome Campaign globally.
• Packaging upgrade.

• Promoted from Brand Manager to Senior Brand Manager (April 2017).
• Delivered a global campaign and service strategy for Jim Beam Highball; led global ATL campaigns.
• Led and developed advocacy programme, developed brand guidelines for execution.
• Key contact for top markets, including Germany, Australia, Japan, India, and the UK.
• Delivery and execution of a global merchandising and POS programme.
• Developed international brand playbooks to ensure activation, cohesion, and consistency.
• Owned the social strategy.
• Management of budget: £2.1M (Turnover: £500M).
• Key Achievements:
• Developed Mila Kunis' TVC ad for Jim Beam.
• Developed the first on-trade bartender engagement programme for the brand and rolled it out across five markets.

• Developed UK brand strategy in line with the 3-year global strategy for Bumble and Bumble, and Ojon.
• Created UK marketing calendar driving sales of core products, new product launches, campaign activations, sampling support, key retailer support, and events.
• Managed all marketing, promotional, display, sample, and media budgets.
• Budget: £400,000.
• Key Achievements:
• Launch of 50+ Boots doors in year one of portfolio rollout, piloting prestige hair care in customers.
• #2 Retail Prestige Hair Care brand in volume (2015).

• Product Marketing Management of Ojon (luxury hair brand) and Visual Merchandising Manager for Origins (luxury skincare and Ojon luxury hair care brand).
• Created the UK visual merchandising strategy and executed it across both retail and salon accounts.
• Managed agencies to support execution and built a customer playbook, designing solutions for both salon and retail channels.
• Responsible for executing all customer trade marketing plans and POSM delivery.
• Executed go-to-market strategy for new launches, including PR event setup, customer programming, and merchandising.
• Close collaboration cross-functionally with sales, education, and other teams.
• Direct reports: three.

• BRANDS: Origins and Ojon (annual turnover £12m and £4m respectively).
• DIRECT REPORTS: VISUAL MERCHANDISING COORDINATOR, MARKETING INTERN.
• Managed Origins' visual merchandising budget: £320,000.
• Responsible for all new launch execution, collateral production, and POS materials.
• Collaborated with store design on all new Origins stores and refits (over 50 doors in 2 years).
• Developed brand visual merchandising guidelines for the UK.
• Managed the merchandising budget for the UK.
• Mentored in-store teams to educate and drive consistency and benchmark standards for execution, created staff, providing guidance and support to develop their skills.
• Managed project timelines and budgets, ensuring timely delivery of high-quality creative work within financial constraints.