GEORGE FITZROY

Senior Brand Manager for marketing and innovation for Europe's non-beer portfolio (RTDs, Energy Drinks & Flavoured Beer). Manage P&L, leading brand development & commercial expansion of portfolio to deliver double-digit growth ambition.

• Lead full brand development of EZY Energy in Belgium (inc. brand positioning, liquid/packaging and commercialization & pricing plan) supported with strong consumer & customer research
• Own EZY’s IMC launch, inc. creative campaign development (TVC, PR stunt, national OOH and influencer / social), budget management & strategic planning
• Galvanised the team to deliver on time and in full, while navigating complex and time pressured situation to deliver +$1M incremental revenue to business and exceptional participation

• Certified Product Owner, managing a team of 9 developers, for BEES Consumer (digital product with coupon and loyalty functionalities for AB INBEV beers)
• Scaled BEES Consumer to +1250 venues, with +300K purchases (+€6.2 million in revenue)
• Delivered AB INBEV’s 1st closed loop B2B2C promotion for Jupiler x World Cup and created AB INBEV’s first global B2B cashback process with fintech partner

• Led trade innovation and digital route to market strategy for Zone Europe commercial team
• Scaled digital geo-targeted media to +10,000 bars and proved ROI in Belgium, Netherlands and UK and +$1 million of added revenue
• Led development and launch of Corona B2B loyalty app and scaled to +3000 venues in Italy
• Owned the partnership with BT sports, driving distribution incremental to +500 bars worth +£1M in sales.

• Owned category management and shopper marketing for cider brands in the UK across all channels.
• Managed brand integration of Magners into AB INBEV portfolio and led cider strategy for UK&I, including the 360 activation of Cheltenham Gold Cup

• Top salesperson in London in 2018 driving double digit growth

• Delivered in depth research & analysis for studies for Carlsberg, Swarovskii, and UNIQLO

• Delivered media strategies for Colgate IMC campaigns in China & gained deep understanding of programmatic buying

• Executed research & analysis project into Chinese e-commerce landscape to make crucial improvements for relaunch of burberry.cn