Arthur Pottenger

Experience

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  Dxcel International

  Sept 2015 - Jan 2020

  • Localized and implemented global marketing initiatives for Proximo’s spirits portfolio, including Jose Cuervo, 1800 Tequila, Bushmills, and Kraken Rum.• Developed strategic annual brand plans, resulting in 60% market share for Jose Cuervo in the mainland China tequila market.• Executed trade campaigns in 100+ outlets across four regions, significantly boosting brand visibility.• Collaborated with a local producer to create Kraken Squid Ink Caramel Ice-Cream, launching a summer campaign that increased sales depletions by 25%. • Authored and launched the “Bushmills—Irish Whiskey Master Class Series”, regularly attracting over 50 industry professionals. Show less • Built premium spirits portfolio in China’s Northern Region, driving 200% growth in premium spirits sales and 50% growth in core commercial products.• Boosted sales of two key SKUs—Benchmark and Buffalo Trace whiskey—by 130% and 70% respectively in the first 8 months.• Managed over 100 accounts across various channels, including restaurants, cocktail bars, and 5-star hotels.• Owned +70% of the total national sales for Matusalem Rum, earning a free trip to 2019 Asia’s 50 Best Bar Gala on behalf of the brand.• Opened 3 of the top 5 performing lighthouse accounts in Mainland China. Show less

  • Spirits Marketing Manager

    Mar 2019 - Jan 2020

  • Business Development Executive

    Apr 2016 - Mar 2019

  • Account Executive

    Sept 2015 - Apr 2016
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  ZX Ventures

  Jan 2020 - Apr 2021

  Goose Island Brand Manager

  • Managed the brand strategy for China’s leading craft beer brand, delivering 16.6% growth in brand awareness among target audiences.• Developed a new small-format mixed-pack product innovation, achieving #2 bestselling SKU status on T-Mall within a month and driving 80% new consumer recruitment.• Executed 3 integrated marketing campaigns (IMC), providing a comprehensive 360-degree brand experience through digital and experiential marketing.• Spearheaded brand renovation, introducing a new visual identity for 45,000 HL of beer across all sales channels. • Produced viral content that resulted in a 3x increase in followers for the brand’s Weibo account.• Launched creative experiential events like the “Beer Hop Garden” and a hop-filled swimming pool party, attracting over 500 attendees per event. Show less

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  AB InBev APAC

  Apr 2021 - Mar 2022

  Partnership Manager

  • Coordinated the RTM Sales and Trade Marketing integration of Sazerac Company’s spirits portfolio into Budweiser China’s distribution network.• Led the development of a comprehensive annual brand strategy for five portfolios, identifying key channels, target audiences, and consumption rituals for optimal market impact.• Managed a $3 million marketing budget, ensuring effective deployment of resources across strategic brand initiatives.• Created a case study that secured the acquisition of 7 additional brands from Sazerac’s Bond and Royal portfolio.• Directed the allocation of a $2 million Trade Marketing budget, leading to the successful execution of all trade initiatives across mainland China. • Collected market insights and conducted competitor mapping to inform brand planning and value chain creation. Show less

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  Gotham East 东戈森

  Mar 2022 - Feb 2023

  Sales Director

  • Directed Sales and Trade Marketing for a 330M-person market, representing a leading craft spirits importer.• Managed wholesale operations, negotiations, and fostered long-term strategic relationships with key partners. • Achieved 83% of the previous year’s sales despite 5 months of market closures, putting the company on track for the original 25% YoY growth target.• Oversaw sales performance of 15 international brands and over 60 SKUs.• Recruited, trained, and managed sales team members leading to acquisition of the largest lighthouse accounts in the company’s history.• Developed and executed 3-4 trade initiatives per month, driving consistent brand engagement. Show less

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  Favorite Brands

  Sept 2023 - Dec 2024

  Sales Consultant

  • Spearheaded independent retail business development for the Spirits Team, driving nearly $1M in annual revenue.• Achieved a 22.8% YoY increase in route earnings during a challenging market downturn across major categories.• Boosted H2 business with independent retailers by 75%.• Delivered a 52.3% YoY earnings growth for the top-performing spirits brand.• Expanded customer base by 10% in a 9-month period, despite having no prior professional relations in the market.• Presented and sold through a diverse portfolio covering all major alcoholic beverage categories and THC beverages.• Interfaced with brand representatives to execute market initiatives and develop channel-specific sales strategies based on market trend analysis. Show less

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  IWSR

  Jan 2025 - now

  Business Development Director