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Nicole Tilzer

Nicole Tilzer

Brand Director -- Cutty Sark, The Famous Grouse & Snow Leopard Vodka

Edrington

New York, NY

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Edrington

Brand Director -- Cutty Sark, The Famous Grouse & Snow Leopard Vodka

Career medium 05

Turner Broadcasting

Director of Marketing, upwave (Turner Wellness Media)

• Collaborate, with Digital Marketing Director, on development of overall marketing strategy and plan for launch of upwave, Turner’s newest entertainment brand, focused on health & wellness; responsible for incorporating social, digital, email, SEO/SEM, PR, influencers, live events, media, customer service, and creative strategies and plans for launch
• Proactively manage departmental expenses and collaborate across upwave departments and with the SVP/GM to evaluate and reprioritize investment spending to achieve the targeted 2013 Departmental Pre-Tax income/loss (including displacement) amount
• Partner with sales team to develop marketing information used in partner pitches – work with sales, product & editorial teams to create stand-out partner integrations across upwave properties
• Build innovative and effective relationships with potential marketing, media and prizing partners, both for launch as well as for sustaining programming to drive awareness, trial and brand advocacy
• Direct the PR strategy, with partner agency, to deliver strong and successful plans through the use of traditional PR tactics as well as creative outlets such as influencers, ambassadors, conferences, and social media

Career

The Coca-Cola Company

Brand Manager - DASANI

• Core team member for launch of DASANI DROPS (DD) Flavor Enhancer nationwide in Q4 2012; including development of retail sampling program, couponing investment, experiential marketing and in-store POS & merchandising
• Accelerated development of three new flavor varieties, as well as innovative packaging options, for DD for 2013 launch, from consumer research and testing, to graphics development and customer launch plans
• Engineered creative strategy and media plan for DD; built out Integrated Marketing Plan with partner agencies to include core creative idea, creative executions, PR plan, and media plan
• Chaired 2014 brand planning for DD across all channels and opportunity areas; analyzed potential white space areas, competitive assessment, internal system capabilities and consumer needs states to build brand growth plan
• Headed all customer and shopper marketing programs for key outlets such as Target, Kroger, Walmart and Circle K to result in acceptance/placement of new product varieties and volume growth

Career medium 03
Career
Career medium 03

The Coca-Cola Company

Brand Manager - Coke Zero

• Drove food service/fountain volume through increased outlet penetration and volume per outlet growth via unique programs with customers such as Subway and Chick-Fil-A; lead planning & analysis for the channel, with 2011 results of 39% volume growth and 8,000+ new outlet penetration
• Designed and activated fully integrated marketing program around NASCAR property, including customer programs, Danica Patrick social and PR plans, on-site event activation and overall brand building components
• Established digital sampling program to determine viable tactics for full roll-out in 2012; organized activation team comprised of media, digital, creative and brand experts, ultimately designing 10 different tactics to deliver 250,000 samples from mid-December through mid-February
• Delivered 360° programming against all football assets (Superbowl & fall/college football totaling approx. $5MM), encompassing retail, TV, social, digital, radio, partner integration (EA Sports, Sports Illustrated, Maxim, Kraft) and live event/sampling activation for 2011, 2012 and 2013
• Controlled strategy for shopper marketing platform; developed shopper profile, communication strategy for in-store, on a channel by channel basis, built out digital shopper plan, set and managed fundamental retail execution standards (tie-in rate, cases on display, etc.)

Career

The Coca-Cola Company

Associate Brand Manager - POWERADE

• Created customized marketing programs for key customer teams, including Walmart, Kroger, Publix and Supervalu, as a way to localize the POWERADE marketing plans for different regions, shopper and customer needs – activating a variety of assets from youth soccer to ESPN Rise programming
• Led kick-off of US POWERADE 2012 Olympics planning process, including full IMC responsibilities; collaborated with sports/lifestyle marketing experts as well as global POWERADE team and Coca-Cola brand team to ensure breakthrough execution including media, PR, packaging, shopper marketing and consumer programming
• Ensured seamless integration of multi-cultural teams/consumers into all POWERADE marketing programs through joint planning with both Hispanic and African American teams to create unique and ownable programs for multiple channels including supermarkets and convenience retail
• Coordinated launch of youth-targeted POWERADE PLAY including $500K digital budget, 15 field marketing grassroots teams and shopper marketing retail programs nationwide
• Developed new multi-pack POWERADE 12oz offering; built business case, gained alignment from bottlers, coordinated production, developed marketing strategy & execution plans for launch

Career medium 01
Career
Career medium 01

The Coca-Cola Company

Associate Brand Manager - Full Throttle & Relentless

• Responsible for day to day management of Full Throttle Energy Drink including $8MM P&L, monthly Nielsen tracking, 36 mo. innovation calendar development and commercialization of yearly programs
• Accelerated re-launch of Full Throttle through consumer and retail programming to result in volume increases over 5% and velocity increases over 10%
• Led activation of the Full Throttle sponsorship of NHRA Drag Racing ($2.2MM annual investment) from conception to both retail and at-track execution
• Drove the launch of Relentless Energy Drink (9/2010) by leading cross functional teams developing art work, positioning, launch marketing plan (roughly $2.5MM) and sales training programs

Career

The Coca-Cola Company

MBA Intern

• Presented situation and opportunity assessment for product innovation on Full Throttle Energy through competitive landscaping, market sizing and consumer profile creation
• Prepared and evaluated consumer research to drive marketing strategy for product launch plan which included pricing, packaging, distribution and marketing communications decisions
• Analyzed Nielsen sales data to determine underlying causes for Full Throttle volume decline in the Southeast region, specifically focusing on in-store visibility, distribution, pricing, and bottler support

Career medium 05
Career
Career medium 03

MKTG Inc/US Concepts, LLC

Account Supervisor

Account Supervisor, Crown Royal and the Masters of Whisky (DIAGEO), 2006 - 2007
• Successfully increased Masters of Whisky brand portfolio to include all DIAGEO whisky brands; P&L responsibility of $2M, oversaw territory increases of up to 50%
• Drove creation of national experiential program for Crown Royal, including all brainstorm activity, client presentations, budget development ($150,000 - $5M) and market research & testing
• Collaborated with clients on consumer research, program development and quality control for existing initiatives and cross-agency proposals resulting in 3 new test programs in FY07

Account Supervisor, Scotch Brands (DIAGEO), 2005 - 2006
• Designed and led the Johnnie Walker Journey, a $5M nationwide multimedia experiential event that successfully reached 40,000 consumers and decreased cost per attendee by 15%
• Supervised and managed $2M P&L for a team of 14 national Scotch ambassadors (Masters of Scotch) responsible for media appearances, trade and consumer relations programs
• Executed training programs for the Masters both locally and in Scotland – training consisted of scotch education, presentation skills, reporting, sales skills and general business acumen
• Developed and managed both on and off premise strategic activities to drive sales and awareness – resulting in average 7 bottles sold/event and 60 consumers reached/event vs. 50/event company avg.

Account Supervisor, Reserve Brands Group (DIAGEO), 2005
• Managed a team of 16 brand ambassadors, responsible for product education and placement, media and consumer programming
• Advanced awareness and distribution for Reserve Brands through creation and execution of consumer and trade programs, training experiences and PR events

Career

US Concepts

Program Manager

Program Manager, Johnnie Walker Higher Marques and the Masters of Scotch (DIAGEO), 2003 - 2005
• Directed national trade and consumer tasting programs; with P&L responsibility up to $5M annually
• Led cross functional brainstorming and strategic planning sessions for upcoming programming years
• Trained teams in 25 markets on operational aspects of eight programs totaling 700 events annually
• Oversaw national Johnnie Walker Journey of Taste (JOT) education program, successfully executing over 600 events annually, in 25 cities nationwide, touching over 63,000 consumers
• Activated California JOT; managed team of four to successfully plan and execute 30 allocated events

Career medium 03
Career

Tottenville High School

High School Diploma

New York University - Leonard N. Stern School of Business

BS, Marketing

Northwestern University - Kellogg School of Management

MBA, Marketing, International Business, Strategy