Rae Gibson
Twickenham,NSM
Summary
Highly passionate and results-oriented marketing professional with over 15 years of experience in the Beverage Alcohol and Consumer Packaged Goods (CPG) industries. Known for being an eternal optimist, I am a driven and people-focused team leader who thrives on challenges. With a proven track record of bringing people together to achieve strategic goals, I am skilled in developing and implementing successful strategies that drive revenue growth. My loyalty and dedication make me a valuable asset to any team. Seeking opportunities to leverage my extensive marketing experience and leadership skills to deliver exceptional results and contribute to business success.
Overview
17
17
years of professional experience
Work History
Marketing Manager, White Spirits & Emerging Brands
Pernod Ricard Global Travel Retail
07.2023 - Current
- Responsible for developing and implementing brand strategies for the white spirits and emerging brands within the channel to create effective and innovative strategies that drive brand growth in the Travel Retail channel.
- Lead the marketing planning and activation for the portfolio. Collaborating with internal and external partners, to create compelling marketing campaigns that drive brand awareness and engagement.
- Lead the innovation agenda with brand company partners, building 3-year NPD pipeline plans.
- Cross-functional collaboration with various internal and external stakeholders, including global and regional teams, brand companies, and commercial teams to effectively align on strategies, and manage relationships with cross-functional teams and stakeholders to ensure successful implementation of brand plans and initiatives.
- Understanding market dynamics, customer insights, pricing, promotion, and distribution strategies, as well as monitoring and analyzing sales performance and market trends to inform brand strategies and activation plans.
Director, On Premise Channel Development
Corby Spirit & Wine
05.2021 - 07.2023
- Lead a team of 17 people nationally (4 Direct Reports) across both Key Account customers and Independents to drive brand visibility and grow value share in the On Premise channel for Corby. Grew share for Corby this fiscal for the first time in over 6 years.
- Lead the day-to-day team priorities through coaching, operational planning and ensuring clear accountability across the team. Drove highest engagement scores across the Commercial team for 2 concurrent Employee Engagement Surveys.
- Build and manage annual budgets of $6.5M to deliver business objectives.
- Responsible for defining the role of the channel in the consumer path to purchase for our brand portfolio.
- Responsible for writing the channel strategic plan; and setting long and short term KPIs to measure progress.
- Manage the priorities of multiple stakeholders to align and deliver against business needs.
- Identify and collaborate cross-functionally to deliver training to address skill gaps and tools to improve productivity.
General Manager
Corby Spirit & Wine - The Foreign Affair Winery
11.2017 - 05.2021
- Led a cross-functional team of 14 (3 Direct Reports) across Viticulture, Brand Home Experience, Direct to Consumer Sales and Marketing.
- Integrated this newly acquired boutique winery into our large corporation.
- Wrote and executed a consumer centric, omni-channel strategy for the brand that focused on delivering the best possible consumer experience while improving profitability.
- Executed the strategy, setting both long and short term KPIs to measure progress.
- Led development of innovation strategies including a complete refresh of the brand identity.
- Created and oversaw execution of marketing campaigns.
- Set and managed annual budgets of $1.1M (A&P, CAPEX and Structure Costs) to deliver business objectives.
- Automated the Wine Club Subscription program and implemented Shopify to accelerate our eCommerce sales.
Brand Director - Wines & Prestige
Corby Spirit & Wine
07.2015 - 11.2017
- Managed a team of 5 (3 direct reports).
- Created and managed a budget of $1.3M to maximize brand reach and engagement.
- Wrote and executed the portfolio strategy.
- Oversaw development, implementation and measurement of annual brand plans within budget.
- Managed relationships with key brand owner companies and agency partners.
Senior Brand Manager
Corby Spirit & Wine
12.2011 - 07.2015
- Managed innovation process for new to market products including development and execution of launch plans, this included the launch of Jacob’s Creek Moscato which turned the brand performance around and doubled its size in the Canadian market within 5 years of launch.
- Led a team of 2 Direct Reports.
- Managed end to end brand experience to deliver against annual targets.
- Managed brand P&Ls and marketing budgets.
Category Marketing Manager
Canada Bread Company Ltd
07.2009 - 10.2010
Brand Manager - Jackson Triggs, Open & Strut
Arterra
07.2008 - 07.2009
Associate Brand Manager - Vodka & Gin
Diageo Canada
11.2006 - 07.2008
Education
Marketing Management
Ryerson University
Other Training
Bachelor of Arts - Theatre Studies
University of Toronto
Toronto, ON01.
Skills
- Collaborative and inclusive leader
- Empathic and confident communicator
- Agile and open minded
- Entrepreneurial mindset
- End to end brand experience
- Quote from my last 360 degree feedback survey: " Rae holds a unique set of leadership skills that will make her an inspiring VP or "Head of" She should be seeking these positions so she can fully realize these skills to influence positive change and drive sustainable growth"
Timeline
Marketing Manager, White Spirits & Emerging Brands
Pernod Ricard Global Travel Retail
07.2023 - Current
Director, On Premise Channel Development
Corby Spirit & Wine
05.2021 - 07.2023
General Manager
Corby Spirit & Wine - The Foreign Affair Winery
11.2017 - 05.2021
Brand Director - Wines & Prestige
Corby Spirit & Wine
07.2015 - 11.2017
Senior Brand Manager
Corby Spirit & Wine
12.2011 - 07.2015
Category Marketing Manager
Canada Bread Company Ltd
07.2009 - 10.2010
Brand Manager - Jackson Triggs, Open & Strut
Arterra
07.2008 - 07.2009
Associate Brand Manager - Vodka & Gin
Diageo Canada
11.2006 - 07.2008
Marketing Management
Ryerson University
Other Training
Bachelor of Arts - Theatre Studies
University of Toronto
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