Adriana Morris-Pérez

Experience

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  Le Nouveau Vintage

  May 2005 - May 2008

  Owner

  Purchased vintage clothing and accessories, restore/re-design and sold online.

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  Orange Clothing Co

  Aug 2005 - Nov 2007

  Account Specialist

  Responsible for conducting marketing research across the USA to analyse key target consumer behaviours. Key account manager for largest retail accounts including Walmart and Walgreens. Responsibilities also included product testing, approval coordination and weekly replenishment of 3,500+ stores

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  Intradeco

  Nov 2007 - Mar 2009

  Account Manager

  Key account manager for jewellery and accessories division and main liaison between suppliers/vendors and clients. Responsibilities included sales and promotions planning, management of all testing projections and expenses.

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  Pernod Ricard

  Apr 2009 - May 2020

  Responsible for leading and implementing the long-term strategy of Plymouth Gin as well as leading and developing Plymouth Gin's new brand proposition, visual identity and consumer engagement platforms. Key responsibilities include global 4-year strategic planning, full ownership of brand guidelines, visual language and tone of voice, leading and managing all BTL, POS, and ATL communication assets in collaboration with lead markets, global social media strategy content development, innovation and packaging. Show less Responsible for global strategy, leading and managing all asset creation for BTL and ATL communication platforms, leading the visual language, brand experience and brand guidelines for Beefeater Dry Gin, Beefeater 24 and Plymouth Gin. Key responsibilities included leading and managing integrated campaigns for consumer experiential programmes, creating and collaborating with lead markets in bespoke asset development, managing PR/Communication strategy and developing and coaching direct reports. 'The Real London Dry Gin' – part of the team driving force behind a step-change for Beefeater’s visual language and tone of voice. Lead and implemented all BTL, ATL and POS asset development including influencer and digital strategy. Campaign was rolled out globally, achieving double-to-triple digit growth in 50+ markets, 10% net sales increase and a ten-fold increase in social media followers. ‘Light up the Dark’ – Beefeater 24 brand repositioning as a super-premium gin targeting trendy chics in luxury and iconic high energy venues. Show less Brand Portfolio: Jameson Irish Whiskey, Havana Club Rum, Ballantine's Scotch Whisky and Four Roses Bourbon.Responsibilities included 4 year-strategic planning, annual brand plans, creative digital, trade and experiential marketing activations across travel retail environments. Responsibilities also included full management of A&P spend and post-promotional evaluation to measure key learnings and campaign success.Key Achievements: ‘Jameson #BeOriginal360’- experiential and PR stunt activation in Gatwick Airport, engaging with key strategic target pre-travel. Campaign achieved a +39% sales uplift (vs. PY) across the full range. The activation received the Marketing Campaign of the Year award at the Frontier Awards 2016 as well as winning the Marketing Concept of the Year award at the Drinks International Awards 2016. ‘Jameson Deconstructed Series’- collaborated with global team in leading, developing and successfully launching a new range of super-premium Irish Whiskies, exclusive to travellers. Winner of the Best New Product of the Year at the DFNI Awards 2015. Show less Brand Portfolio: G.H. Mumm, Perrier-Jouet, Olmeca and Altos Tequila, Beefeater Gin, Plymouth Gin, Jacob’s Creek Wines, Campo Viejo Wines, Ricard, Lillet, Pernod, Pernod Absinthe, Four Roses Bourbon and Sandeman Ports & Sherries.Key point of contact in Travel Retail Europe for Pernod Ricard's local strategic brand portfolio. Responsibilities included identifying new opportunities for the brands, leading the strategic brand planning process, creative digital and trade marketing activations across Pan-European airports, full management of A&P spend and post-promotional analysis to include key learnings and key recommendations for future activations.Key Achievements: ‘Beefeater Gin – Spirit of London’ – winner of the Digital Innovation of the Year at the Frontier Awards 2015, achieving +400% increase on value and +212% increase on volume compared to previous year.  ‘Jacob’s Creek Open Challenge’ – first RFID/Digital in-airport activation for Pernod Ricard Travel Retail Europe. Show less

  • Global Senior Brand Manager - Plymouth Gin (The Gin Hub)

    Jan 2019 - May 2020

  • Global Senior Brand Manager (Design) - Beefeater Gin and Plymouth Gin (The Gin Hub)

    Dec 2016 - Jan 2019

  • Brand Manager - Dark Spirits (Travel Retail EMEA)

    Jan 2015 - Nov 2016

  • Assistant Brand Manager - Local Strategic + Development Brands (Travel Retail EMEA)

    Oct 2012 - Jan 2015

  • Marketing Assistant + Pricing Coordinator (Travel Retail - Europe)

    Apr 2009 - Sept 2012
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  GEORGIA HARDINGE LIMITED

  Jun 2011 - Aug 2011

  Marketing Assistant

  Georgia's marketing assistant during a two month period which involved all areas from searching for potential retailers, to social networking and digital marketing.This period was the months before leading to Georgia's London Fashion Week runway show.

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  CleanCo

  Sept 2020 - Feb 2022

  Global Marketing Manager

  CleanCo sources the best quality ingredients and uses traditional distilling methods to create excellent non-alcoholic spirits. These expertly created drinks can easily be swapped in to replace the full-strength equivalent - simplifying choice for drinkers so that even more people can enjoy the benefits of living and drinking Clean.Leading and developing global brand visual identity and translating them into local marketing programmes with a focus on the UK and US. Adapting brand positioning according to market needs and utilised operational knowledge of media landscape for asset creation across multiple channels. Key responsibilities include managing and motivating a high performing team and working with agencies to plan and deliver integrated campaigns with POS, trade, ATL, BTL and consumer media. Other responsibilities include ownership of visual language and tone of voice, global social media strategy and content development, leading portfolio strategy, new product development and packaging upgrades. Show less

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  Speciality Drinks Group

  Feb 2022 - Mar 2024

  Head Of Marketing (On-Trade)

  Speciality Drinks is the UK’s premier supplier of whiskies, spirits and Champagnes to the on-trade. We work with more than 1,000 of the best bars, restaurants and hotels across the UK, from the smallest pop-ups to large international groups.Speciality Drinks offer its customers the world’s best drinks, from famous to niche rising stars. We also stock the largest selection of old and rare whiskies and spirits in the UK. As well as whisky, we also offer more than 5,000 spirits including hundreds of Cognacs, rums, gins and Tequilas, countless Champagnes, vermouths and more. Show less

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  The Whisky Exchange

  Apr 2024 - now

  Head of Product Marketing and Brand Partnerships