Genevieve Brown

F

Senior Brand Manager - Cheese and Spreads

Fonterra

Feb 2020 - Feb 2022 (2 years 1 month)

Marketing lead for butter and spreads category for the domestic market, delivering +20% vol growth MAT on Mainland butter and 1.5% penetration growth. Management of Mainland spreads NPD pipeline, including leading full Mainland range packaging refresh across 63 sku's and Semi Soft packaging consolidation Management of TTL communications plan, content development, and digital media, including all agency briefs, quarterly agency reviews, and post-campaign reviews. Implemented a new always-on media strategy for Mainland brand across F20 that reached 95% of all kiwis and lead to significant uplift across all key brand health metrics with awareness reaching 83%, up 5pp from F19, and consideration at 75% up 3pp and T.Mainland penetration up 3pp t

Senior Brand Manager - Premium Brands

Grupo Sanford

Jun 2019 - Mar 2020 (10 months)

Brand lead on Sanford premium brands, across both local and global markets on Big Glory Bay salmon, Toothfish, and Scampi. Developed brand strategy & annual plan for Big Glory Bay across global and export markets for B2B channel and B2C channel including 3 year NPD pipeline. Developed a new digital strategy for Big Glory Bay to improve SEO and owned channel growth. Including website update, social refresh, introduction of EDM plan, introduction of paid search plan. and annual content plan. Brand lead across multiple margin enhancing new product developments across the portfolio. Developed trade marketing strategy & toolkits for new market entry. Experience

L

Brand Manager

Lion Breweries

Mar 2017 - Jun 2019 (2 years 4 months)

Marketing lead on Corona NZ, brand worth $75M, #5 largest beer brand in NZ Developed 3-year strategy to drive value growth. During my time managing the brand it was the most profitable it had ever been contributing to 20% of NZ total beer category value growth. Management of budget of $4.1M across media, production, activation, sponsorship, product development, PR, shopper & brand partnership programme. Optimized budget via zero-based budgeting to increase product profitability, saved Lion $500K in marketing spend while still managing to achieve historic awareness & penetration goals in F18 Management of Corona Winter TTL campaign that delivered record spont awareness scores for Corona & saw Corona overtake Heineken in penetration to become

P

Media Planner

PHD Media

May 2016 - Mar 2017 (11 months)

Media strategy and planning, account management, campaign monitoring & campaign reporting across DB Brewery, Unilever, and Michael Hill Jeweler. Total portfolio spends of over $10M NZD Account lead managing collaboration of proposals between internal PR, activations, digital, strategy, and buying teams. Negotiation of annual contracts for outdoor delivering significant discounts and bonus media. Recommended client annual spend recommendations, channel & campaign splits through salience modeling. Budget administration including invoicing & forecasting. Annual strategy planning on Heineken delivered the highest spontaneous awareness score on record (53% of all 18+) and vol growth of +10%.

Media planner/buyer

MediaCom

Jun 2013 - May 2016 (3 years)

Media Planner/Buyer across Delonghi/Kenwood, Fonterra, RBNZ Planned media across all channels, including TV, digital, social, radio, outdoor, newspaper, magazine, and direct mail Managed sponsorship across TV, digital, radio, magazine, and newspaper including editorial and content creation. Project managed large-scale branded sponsorship events including Carl's Jr Breakers sponsorship.

A

Assistant Brand Manager

Brand lead on Lion Red, a $25M brand, #9 largest beer brand in NZ. Hit 2017 plan goals halting the historical decline delivering growth (+ 3.4%vol) for the 1st time in over 6 years. Managed Speight's & Lion Red always-on digital. Developed successful in-house test and learn on Lion Red, working with internal team to create highest performing content in Lion NZ. Lion Red FB page was the best performing FB page in NZ in Sept 2017. Worked across all channels of successful brand campaigns Summit Ultra & The Dance. These campaigns have delivered sustained success for the brand, with brand health metrics hitting record highs and a value growth of 7% (+$6M on previous year). Worked on media strategy, digital campaign, and event management for Summ

Genevieve Brown

About

Detail

Contact Genevieve regarding:

Timeline

Résumé

Languages:

Genevieve's behavioral traits
Genevieve's likely patterns of behavior, thought, values, and emotion. Based on the HEXACO model, OCP instrument, and Torre’s own research.

Genevieve Brown new_releases

About

Detail

Contact Genevieve regarding:

Genevieve Brown