SARAH ISAAC

• Portfolio of 20 brands across Luxury, Off, On Trade & Wholesale
• Senior Marketing Leadership role to drive accelerated growth in new RTM business founded in Feb 2025 worth $70m NSV with $10m Budget responsibility.
• Member of the Global Marketing Leadership Team, leading strategy, measurement and evaluation for brand building globally.
• UK Brand Team recognised as global best in class for Digital Marketing Campaign of the Year on Laphroaig and Global Suntory 'Gemba' award for Toki Whisky Highballers culture led campaign out of 100 entries.
• Spearheaded full funnel marketing campaigns to extend brand reach and drive penetration and share gain in challenging market conditions across Scotch, Gin, Japanese Spirits and Bourbon
• Led a dynamic team of 17 brand marketing and advocacy team leads, fostering creativity and productivity.
• Led short and long term brand planning process in market with all key global stakeholders, aligning strategic priorities with global strategy to ensure brand focus.
• Increased brand visibility by implementing strategic marketing campaigns on Maker's Mark, Hibiki Japanese Whisky and Laphroaig amongst others
• Boosted SGS UK market shares with 20+ innovative product launches / YEAR across Luxury, On Trade, Grocery and Whole sale channels including RTD in development to meet profit and sales targets.
• Drove creator led in culture campaigns featuring Lucien Laviscount ('Emily in Paris') for Maker's Mark which drove double digit retail sales uplift and influenced global marketing strategy.
• Managed relationships with key stakeholders and negotiated PR & Media relationships including pitches and ongoing optimisation.
• Streamlined internal communication processes across the Marketing department of 30 people with cross-functional ways of working to improve collaboration
• Developed pricing archtecture recommendations based on historical and current trends, competitor activities and retail data.

• Portfolio of 30 brands across Luxury, On, Off Trade & Wholesale in £250m NSV UK & Commercial Sales business with 250 people.
• Led Brand Marketing with a team of 12 across Scotch, Cognac, Japanese Spirits and Bourbon
• Budget responsibility of £13m and NSV of $60m
• Led marketing capability and development for team of 10
• Key leadership role for managing exit of Courvoisier business to Campari and for the transfer of Suntory brands from Edrington
• Led high profile TTL campaign activations including House of Suntory's 100th Anniversary with Keanu Reeves resulting in double digit brand equity and share increase.
• Launched a new range of Japanese spirits, built Roku gin into #1 Japanese spirit in UK grocery with first UK ATL campaign 'Alive with the Seasons' and Laphroaig 'Opinions Welcome' TTL campaign
• Led full funnel digital and ATL plans including repositioning of the UK's No. 1 Cognac (40m NSV) Courvoisier with insight driven plans and secured incremental investment from Global Brand House to fuel further growth.
  
  

• Commercially focused leadership role focused on building a premium plus and luxury business unit for The Macallan, House of Suntory and full portfolio in the UK.
• Led team of 8 Customer Marketing Managers and delivered bespoke training and capability to transform engagement.
• Led customer relationships and activation with key customers from Harrods, Selfridges, Whisky E commerce retailers, Off and On Trade to deliver brand equity and share targets

• Responsible for content development globally for 'The Blend', Beam Suntory's Global On Trade and Advocacy platform across 10 key markets from Australia, UK and the USA amongst others
• Managed key digital agencies and built digital strategy to meet key objectives to accelerate the community
• Monitored KPIs regularly, ensuring constant improvement in digital strategies.

• ·Customer Marketing lead for the Diageo Reserve GB luxury portfolio of over 30 brands, including Talisker, Johnnie Walker Blue Label, Ciroc Vodka, Haig Club Whisky, Bulleit Bourbon, Tanqueray 10
• GB Reserve was a key driver of growth for Diageo GB business adding £44m NSV to the top line in 5 years and doubling in 3 years. GB Reserve is a £64m 428k 9l case business and was the #1 fastest growing Diageo Reserve business in Europe.
• Financial responsibility for £8m customer budget to deliver strong activation plans across the on, off trade & e-commerce.
• Recruited, led, trained and inspired Reserve Activation team with 4 direct reports all of whom scored strongly in appraisals.
• · Awarded ‘European Leader in Luxury’ 2017 by the General Manager of Europe Reserve ‘Spirit to Win’ for Excellence in Customer Marketing for outstanding marketing activation in GB.
• Led the creation and implementation of Diageo Reserve brand plans for the #1 market in Europe for Ciroc (120k cases), resulting in Ciroc overtaking Grey Goose as the #1 luxury vodka portfolio in GB
• ·Led total GB whisky strategy with Head of Category Development to position Diageo as the #2 whisky supplier in GB , and delivered strongest ever Xmas & Father’s Day gifting plans 3 years running including launch of Talisker Skye, & achieved highest ever market share for Diageo Malts @ 21%
• Led GB customer team to deliver the award winning GB launch of Haig Club Whisky (in partnership with David Beckham) across the on and off trade, selling 74k 9L cases in 2 years from launch.

• Brand and Customer marketing portfolio lead to transform growth of the total Diageo Spirits business in Africa worth £325m Net Sales Value across 30+ markets to over £1 billion by 2017.
• Core marketing responsibility as Marketing Manager for Africa Whisky Portfolio: J&B, White Horse, VAT69, (2 million cases, £105m NSV, 10 countries) and Ciroc Vodka (10k cases, 10 countries).
• · Led strategy, development and programme to transform spirits and marketing capability in Africa via creating the Africa Marketing Academy (475 people, 20 courses, 8 countries)
• Awarded Africa Harambee Recognition of excellence award

• Marketing Lead for Media, Digital, Social Media, Experiential, On Trade, Route to Market and Convenience for Smirnoff Vodka, the world’s and Europe’s #1 vodka, (6.4million cases, £206m NSV, 14 countries, £15m budget) in Western Europe and GB.
• Led and delivered on trade, experiential, digital and ATL campaigns for Smirnoff Nightlife Exchange globally which influenced global participation marketing strategies and won the Diageo European Marketing Director’s annual award for marketing excellence.

· Led and delivered global redesign of the total brand & packaging in over 50+ countries for #2 rum globally, 10m cases globally.

· Briefed and led consumer qualitative and quantitative research with rums planning teams in USA, South Africa and Europe to deliver pack design grounded in consumer insight which engaged all stakeholders globally and delivered savings of over £1 million.

· Devised the Global Communications strategy for Captain and briefed Grey to produce new creative work. Developed 1st ever Global Comms platform, ‘Got a Little Captain in You?’, aired in 6 countries.