Jean Wareing MW
Heaton Moor,Cheshire
Summary
Successful wine professional with over 25 years experience in the industry, combining buying, sourcing, marketing, brand management and PR. Strategic thinking and the ability to develop and implement effective sales, marketing and business plans that maximise profitability and brand visibility. Skilled in identifying new products, creating engaging and diverse portfolios and bringing these to market across multiple channels. High level of wine knowledge and dedication to communicating these values to both trade and consumers.
Overview
30
30
years of professional experience
Work history
Brand Manager
Alliance Wine
Hybrid - home and Alliance offices
2024.08 - Current
- Responsible for creating producer brand plans for high-profile producers that deliver the set commercial objectives.
- Building strong relationships with suppliers to identify opportunities across all channels that build sustainable and profitable business.
- Working collaboratively with buying, sales, and marketing to activate the plans and deliver activities to the highest standard.
- Data analysis to evaluate the effectiveness of activities to ensure delivery against objectives for all parties and inform future strategy.
- Managing supplier and company marketing budgets to ensure they're used effectively, and provide a return on the investment.
- Clear, effective and timely communication across both internal and external channels, to enhance the reputation and value of the producer, and the company.
Customer Marketing Manager
Alliance Wine
Hybrid - home and Alliance offices
2021.03 - 2024.07
- Responsibility for channel appropriate marketing strategies for key producers across the portfolio, working with sales and buying to deliver targeted activities.
- Supplier relations, working with key producers to create ambitious plans to drive sales, profitability and profile; along with attending customer and staff trips to support from an educational perspective.
- Budget management to make effective use of resources and optimise ROI, whilst putting in place engaging activities to successfully raise profile and distribution.
- Content creation across all platforms, including launch documents, price lists, and sales content for offers and other communications.
- Full event management, from Portfolio Tastings through to smaller Masterclasses, negotiation of all costs, and creation of collateral.
Product Manager
Boutinot Limited
Manchester
2012.01 - 2020.06
- Responsibility for sourcing, developing, managing and continual review of 60+ agencies and brands across Spain, Portugal, Germany, Austria, Greece and South Africa in line with channel requirements.
- Establishing strong and long lasting relationships with agencies, setting joint goals and working together to maximise engagement with their wines to deliver increased volume and distribution.
- Placing wine at the heart of the business, through staff training and communication of wine values to sales teams, customers and consumers.
- Close collaboration with sales divisions to source products to meet requirements of independent, on-trade, national accounts and international customers; growing volume, value and profitability through pricing, effective launch and sales support.
- Setting, monitoring and delivering on agreed sales targets and goals.
- Creation, implementation and completion of brand strategies; developed through insight data and working in collaboration with trading Directors and channel marketing.
- Negotiation and communication of costings for both existing and prospective business.
- Conducting competitor analysis, bench-marking and gap-analysis to ensure both price and wine quality over-deliver.
- Directing bulk purchasing and forecasting for own-production South Africa products (approx. 7 million bottles) and own-label Rioja project (500,000 bottles), including monitoring of floor-stocks and dry goods.
- Successfully grew own-production Spanish portfolio through expanding the supplier base and innovative NPD.
- Implemented QC system for monitoring quality and sustainability credentials; working alongside the Technical and Wine-making team.
Marketing Manager
Boutinot Limited
Manchester
2001.12 - 2012.01
- Responsible for brand and producer communications across both Old and New World Portfolios and all trading channels (retail, wholesale, on-trade, national accounts and international).
- Established strong communication around agency and own production projects both within the business and externally.
- Champion for key, strategic brands and agencies; with responsibility for creating collaborative brand plans and delivering results to meet sales team and agency objectives.
- Collaboration with sales divisions to provide sales support and impact volume and profitability objectives.
- Managed re-development of the company website, with responsibility for wine content, images and blog/news stories.
- Event management & tasting co-ordination - from annual portfolio tastings through to smaller winemaker events, generic tastings, press and consumer events.
- Management of budgets and securing funding from suppliers and partners to fulfil annual marketing plan.
- Conducting analysis of market intelligence and internal data to support strategic planning, identify trends and drive NPD.
- Established systems to capture channel plans, streamline data collation and enhance efficiencies within the business.
- Appointment and management of external PR and creative agencies.
- Developed, co-wrote and edited customer communication newsletter and price lists with external creative agency and then with in-house team.
Senior Account Executive
Phipps PR
London
2000.03 - 2001.12
- Creation of strategic Marketing and PR plan for Wines of Germany and the Sherry Institute.
- Management of £1M budget for Wines of Germany.
- Advertising and radio campaigns; press liaison, consumer and trade sampling, high profile event sponsorship.
- Client relations - working with the Deutsches Weininstitut to deliver the agreed plan on budget and meeting pre-determined objectives.
- Pitch work for new business.
Administrative Executive
Morris & Verdin Ltd
London
1996.06 - 2000.03
- Stock control and purchasing.
- Management of Private Client reserves.
- Processing of sales orders, invoicing, month-end and credit control.
- Involvement in Burgundy and Bordeaux En Primeur campaigns.
Education
Master of Wine -
The Institute Of Masters Of Wine
WSET Diploma -
Wine & Spirit Education Trust
Bachelor of Arts - Geography
Royal Holloway, University of London
A-Levels - Geography, English Literature and Sociology
Coloma Convent Girls School
SurreyElementary level 1, 2, 3 & 4 Spanish - Currently studying
Instituto Cervantes
ManchesterDigital Marketing Training -
Econsultancy
Skills
- Extensive experience in the wine industry gained from working with highly commercial distributors and leading marketing agencies
- Strong communication, negotiation, and supplier management skills
- Ability to source agencies and partners and develop NPD for all sectors of the market; effectively launch and ensure the success of these new products
- Self-motivated, extremely organised, methodical, analytical, ability to multi-task and work to deadlines
- Well-respected and adaptable team member with an ability to liaise across multiple departments and trading divisions, and get the best out of colleagues
- Judge for Decanter World Wine Awards and International Wine & Spirits Competition
- Part of the Master of Wine mentor programme
Timeline
Brand Manager
Alliance Wine
2024.08 - Current
Customer Marketing Manager
Alliance Wine
2021.03 - 2024.07
Product Manager
Boutinot Limited
2012.01 - 2020.06
Marketing Manager
Boutinot Limited
2001.12 - 2012.01
Senior Account Executive
Phipps PR
2000.03 - 2001.12
Administrative Executive
Morris & Verdin Ltd
1996.06 - 2000.03
Master of Wine -
The Institute Of Masters Of Wine
WSET Diploma -
Wine & Spirit Education Trust
Bachelor of Arts - Geography
Royal Holloway, University of London
A-Levels - Geography, English Literature and Sociology
Coloma Convent Girls School
Elementary level 1, 2, 3 & 4 Spanish - Currently studying
Instituto Cervantes
Digital Marketing Training -
Econsultancy