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Loretta
US
Director of Marketing
Senior leadership role concentrating on an innovative approach to brand development, profitable business-building and extensive coaching/mentoring opportunities.
Career Profile
Marketing executive with exceptional leadership, interpersonal and coaching skills. Extensive brand-building and bottom line profit success in consumer goods, built on a strong foundation of strategic marketing research/planning, execution with excellence and analytical know-how (P&G). Results-oriented with a passion for achievement, I always look for new challenges and possess a creative approach to problem solving. I enjoy travelling for business and am open to relocation.
Employment History
QUINTESSENCE BRANDS (Montreal/Toronto) 2003 to present
Co-Founder, Partner, Director of Marketing
Developed and executed all launch plans – strategic and creative – for new sales/marketing agency specializing in wine, spirits and high end specialty foods produced internationally.
¨ Directed strategic positioning of trademarked name and logo development/design for new company, Quintessence Brands
¨ Sourced spirit brands from UK (Wokka Saki and Blavod Black Vodka) and New Zealand (42 BELOW Vodka and SOUTH Gin) and developed introductory marketing presentation/plans for Nova Scotia Liquor Commission and Ontario launch through LCBO outlets Summer’05; Wokka Saki to be introduced Summer’06 by SAQ in Quebec
¨ Developed name, logo, packaging design and introductory marketing (communication and promotion in-store) plan for new food brand targeted at outdoor market – Gourmet Traveler – for launch in US Summer’06
MOLSON CANADA (Montreal) 1999 to 2002
Marketing Director, Specialty Brands – Quebec/Atlantic Region
Managed the long term and day-to-day activities of Molson’s import, specialty and value brands’ portfolio (approximately $400M sales) supported by a team of 2 marketing managers, an assistant marketing manager and an administrative assistant. Annual marketing budget of $15 million.
¨ Re-launched Carling Black Label (March 2002) beer after 5 years of non-support and doubled share via the creation of a new price segment in Canada to mirror that of the US beer industry, near-premium.
¨ Grew Heineken to import leadership in Quebec, increasing sales by 50% over a period of 2 years.
¨ Spearheaded July 2002 launch of a new import beer, MGD, in Quebec.
¨ Increased the gross margin of superpremium segment (Heineken, Corona and Rickard’s) by a combined level of over $6 million.
CORBY DISTILLERIES LTD. (Toronto) 1998 to 1999
Director of Marketing
Directed all marketing activities for liqueurs and white spirits (major brands include: Kahlua, Tia Maria, Polar Ice Vodka, Beefeater Gin, Sauza Tequila, Lamb’s Rum and Courvoisier Cognac). Managed two senior brand managers and one administrative assistant and oversaw total marketing spending of more than $12 million.
¨ Spearheaded consumer research and subsequent repositioning of Polar Ice Vodka.
¨ Oversaw new advertising campaign and new positioning direction for Kahlua.
¨ Led a successful search for a new promotional agency.
ROTHMANS, BENSON & HEDGES INC. (Toronto) 1995 to 1998
Group Marketing Manager 1997-1998
Directed all activities for Craven A (RBH’s largest brand), Canadian Classics and Sportsman supported by combined direct-to-consumer marketing budgets of $10 million and three assistants.
¨ Restaged Craven A behind new packaging previously in test market for a national launch November 1, 1997 supported by a refocusing of sponsorship activities and new advertising (creative and media) plans.
¨ Led a successful search for two new sponsorship properties for Canada Classics to be exploited in Spring and Fall 1998.
Manager, Market Research and Information 1996
Directed $3.3 million budget for Consumer Research (one manager and one assistant), sales/market analysis (four analysts) and competitive intelligence.
¨ Spearheaded new products consumer research process including the sourcing of new suppliers and introduction of new methodologies (eg. expert panels, needs assessment).
Group Marketing Manager 1995-1996
Directed one-half of the marketing department consisting of two marketing managers and one assistant (five brands) representing annual marketing spending of $10 million.
¨ Co-developed and implemented a brand portfolio/category strategy outlining the overall corporate priorities by brand with a supporting resource allocation recommendation.
¨ Revamped the musical sponsorship program of RBH’s largest regional brand, Belvedere.
¨ Refocused the marketing activities of the Rothmans brand to better address its state of decline.
UNITED JEWISH APPEAL (Toronto) 1992 to 1994
Director, Marketing and Communications
¨ Developed and executed an annual marketing plan in support of a $40 million campaign, beginning with the introduction of the concept of strategic planning and including advertising, direct mail, promotion/special events and public relations program.
¨ Trained and supervised a department of five in-house and managed three separate advertising/communication agencies.
PROCTER & GAMBLE INC. (Toronto) 1984 to 1991
Brand Manager, Pepto-Bismol/Metamucil 1989-1991
¨ Integrated Metamucil into P&G for a January 1992 launch. This included determining the overall strategic direction for the brand, promotion planning, copy development and sales planning.
¨ Initiated the execution of a new strategic direction for Pepto-Bismol advertising based on extensive Usage&Attitude research and competitive analysis.
¨ Developed and executed three test programs – trial, pricing and professional sales – to build the Pepto-Bismol business.
¨ Successfully trained two summer/co-op brand assistants, one full-time brand assistant and one assistant brand manager for future promotion to Brand Manager.
Assistant Brand Manager, Tide and Zest/Coast Toilet Soaps 1987-1989
¨ Launched Tide with Bleach line extension, developed introductory marketing plans, oversaw financial analysis and coordinated project team.
¨ Developed major components for first’ compact’ Tide line extension test market and evaluated its potential for national expansion.
¨ Recommended and executed joint promotions with the NHL and Panasonic designed to build display/traffic in-store among Key Accounts.
Marketing Research Associate 1984-1986
Education
Master of Business Administration – University of Western Ontario
Bachelor of Commerce, Marketing and Finance – McGill University
¨ Distinction in the General Program
¨ Management Undergraduate Activities Award
¨ James McGill Entrance Award
Other Activities
Instructor – University of Toronto, Principles of Marketing (1997)
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