Catriona Warnock (Rafferty)

Experience

• 

  Coca-Cola Hellenic Bottling Company

  Jul 2013 - Jan 2015

  I was a key member of Coca-Cola Event Team which involved the activation and implementation of seasonal promotions, events and sampling activities within commercial channels across Coca-Cola Hellenic's various different drink brands. I was awarded team leader on the majority of all events, helping to develop and demonstrate my ability to delegate tasks to the rest of my team in order to achieve a desired outcome. Key Achievement; December 2014: Awarded Events Member of the Year I was appointed as Acting Events Manager for a 5-month period. In this time, I worked as part of the Senior Public Affairs and Communications Team and managing a team of 16 event personnel. I worked closely with the PR team to implement Brand sponsorship's in order to make sure all aspects of the sponsorship were exposed where possible. This included organisation of launch photo calls, draws, organising committee meetings, event logistics, branding and product availability.

  • Events Team Member

    Oct 2011 - Jan 2015

  • Acting Events Manager

    Jul 2013 - Nov 2013
• 

  Henderson Group

  Jan 2015 - Apr 2016

  Marketing Assistant

  Role Summary; As a Marketing Assistant for the Convenience Brand Channel at Henderson Group. I assisted and supported the brand marketing of brand and retailer marketing activities for SPAR, VIVO and VIVO Essentials brands. Leading the digital marketing strategy for the convenience channels as well as managing the budget and supporting with bespoke in store activities.Key Achievements; • Growing the VIVO Facebook competition engagement rates consistently by 5-7% each month for a year by securing exciting prizes from suppliers.• Managing and reporting the budget and cost efficiencies for VIVO and VIVO Essentials.• Managing and completing 8-10 retailer bespoke activities simultaneously on time and in full.My role within the department was varied, providing me with the opportunity to work across a breath of different project amongst the team. Key responsibilities included;* Brand planning and management of all brand and retailer marketing activities for the VIVO and VIVO Essentials brands and assistance with planning and execution of strategic and tactical SPAR marketing activities * Briefing and development of various creative for ATL and BTL campaigns * Assistance with digital marketing strategy and execution for SPAR/VIVO brands * PR & Communications * Liaising with various agencies on a daily basis * Budget and cost efficiency management * Completion of a number of bespoke retailer marketing projects * Event Management of In-store activities * Communication support of new product launches and innovations Show less

• 

  Coca-Cola Hellenic Bottling Company

  Apr 2016 - Apr 2017

  Communications Coordinator

  Role Summary; Lead and worked collaboratively internally to communicate key messages, brand updates and CSR initiatives throughout the business in a range of exciting, captivating methods. Key Achievements;• Building, designing and managing the roll out of the new intranet ‘WeConnect’ Platform as part of the five ‘First Wave’ go to market countries around Coca Cola Hellenic’s Business. • Being a Co-Editor and producing 3 Editions of Liquid News, (An award-winning internal magazine recognised by CIPR governing body)• Activated and brought brands and global CSR initiatives to life internally for Vegified, Deep River Rock Flavoured Water, Health and Safety Week and ‘Our Charity’ Events such as a Winter Wonderland and Family Funday.Key responsibilities included: * Leading a cross functional team for the creation, launch and development of a new internal intranet- WeConnect and furthermore the integration of WeConnect into communication plans. * Assisting with the roll out of the ‘Coca-Cola Ambassador’ programme. * Launching and developing of the Ambassador App working with a team in Coca-Cola Company Atlanta. * Writing and editing articles for Liquid News (An internal magazine.)* Enhancing, launching and maintaining a new Liquid TV system.* Creating and activating innovative plans to bring brands to life internally to engage employees. * Leading a cross functional team for the roll out of the new Trinity logo. * Management of Liquid online emails, updating the Liquid TV screens and WeConnect News Stories on a daily/weekly basis. * Partnering with Supply Chain and Commercial management to create a plan for ‘hard to reach’ employees. * Responsible for the refresh of the Liquid communications platform. * Responsible for the roll out of communication plans for Hellenic Group led initiatives such as Health and Safety Week and Risk and Ethics Week. Show less

• 

  Diageo

  Jul 2017 - Apr 2020

  Developed and implemented marketing strategies and campaigns to deliver brand, sales and profit targets for the Whiskey portfolio. Led complex projects involving cross-functional teams key internal stakeholder teams as well as advertising/experiential agencies.Key Achievements: • Increased sales of +45% vs Christmas LY sell through rate v’s LY across the Johnnie Walker Gifting Portfolio, leading and managing this complex project consisting of 5 x SKUs from managing commercial forecasts, pricing and keying time frames aligned with customer and commercial strategies with further interventions and optimisations in place for Father’s Day.• Cross functionally lead the launch of the highly collective annual Special and Rare Single Malt collection – leading 3 agencies, internal stakeholders and the commercial team. Executing and bringing the collection to life at a series of trade/media launch events and adding a digital component for the first time to increase reach among high net worth audience. Remained agile to flex plans to mitigate risk from COVID-19, including hyper care of the execution and launch events and the addition of new initiatives such as virtual tasting videos for those who could no longer attend the events.• Challenged the status quo and engaged the lucrative Chinese Community around Johnnie Walker Blue Label, onboarding a new specialist agency to develop a Chinese New Year highly targeted digital campaign achieving 6.5m impressions and an above average engagement rate outperforming last year by +50% on conversion to sales. • Leading and working closely with external agencies, the marketing manager and global brand team to lead the implementation of the $2m Q3 media plan for the Johnnie Walker transformation campaign, leading the rollout across TV, OOH and digital including the development of bespoke creative for high impact and iconic OOH sites such as Anzac Bridge and Martin Place Train station takeover. Show less Developed the shopper marketing strategy for IBA and Thirsty Camel based on success and learnings' of previous activation's and shopper/brand and category insights. Developed and managed multiple activation's from brief to evaluation working alongside the customer, commercial and agency teams within tight time frames.Key Responsibilities;• Developing the shopper marketing strategy for IBA and Thirsty Camel based on success of previous activation's and shopper insights.• Tailoring shopper marketing campaigns according insights from consumers.• Developing and managing bespoke activation's from brief to evaluation. • Developing point of sale suites for use pre store and in store• Project management of various shopper activation's for a number of different BU’s at the same time ensuring all timelines and deadlines are met. • Tracking and reporting results of various in store marketing campaigns.• Managing brand budgets and maximizing return on investment.Key Achievements:• Increased sales by 16% v’s previous 3 year period over a 6 week period by creating an engaging ‘Scratch to win’ concept which could be implemented easily in store encouraging shoppers to purchase a selected pack of Bundaberg to scratch to win one of the five bespoke limited edition Bundaberg Branded products.• Implemented a time bound Easter activation inspired by shopper insight and commercial drivers whilst aligning the customer shopper strategy. The mechanic was to ‘Purchase a 700ml selected spirits to receive a bonus mixer with an easily made cocktail at home recipe booklet. This shopper promotion turned out to be most successful three-week period for these five selected Diageo spirits in 2018. • Simplification of the IBA Shopper Marketing Strategy enabled clearer communication channels, activation's to be highly targeted with higher execution figures as well as strong momentum and room to trial new mechanics throughout the banners. Show less

  • Assistant Brand Manager (Whiskey)

    Jul 2019 - Apr 2020

  • Shopper Activation Manager (Independents)

    Jul 2017 - Jun 2019
• 

  George Weston Foods

  Sept 2020 - Aug 2021

  Assistant Brand Manager
• 

  Smarts

  Aug 2021 - now

  • Senior Communications Manager

    Jun 2023 - now

  • Communications Manager

    Aug 2021 - Jun 2023