Global VP – Digital Marketing, eCommerce & Advanced Analytics | 2018 – 2020
Molson Coors is the 5th largest beer company in the world with over 100+ global brands. Ticker symbol TAP. 2019 net sales of $10.8B.
GOAL
Drive new customer penetration, improve customer retention, and increase net sales.
RESULTS
- 20% improvement in Return On Ad Spend, against a $250M global digital budget
- Significant reduction of media impression oversaturation, adding to ROAS
- 1st party data from DTC driving in-store sales and quality of audiences targeting
SOLUTION
- Media ROI Optimization – Led efforts to migrate digital marketing methods to programmatic, data-driven, audience focused strategies.
- Data Driven Marketing – Led consumer data strategy and process changes to use consumer insights to shape media buying strategies. Worked closely with ad agencies and internal brand teams to pilot and roll-out new media buying plans and budgets. Led Data Management Platform (DMP) activation and best practices. Introduced new audience creation strategies based on a combination of dozens of 3rd party data sources (Nielsen, IRi, Foursquare and Kantar). Introduced advanced “Test & Learn” capabilities to answer key marketing questions such as, “Which creative and promotions drive incremental customers?” , “When should I send campaigns and to which segments?”, “How are my digital ads impacting sales?”
- B2B2C & Digital Shelf – Led highly collaborative B2B2C efforts with major retailers, such as Walmart, Kroger and Amazon, to drive ecommerce sales across retail sites. Drove both commercial and technical initiatives to align product assortment, inventory optimization, product information management and syndication, retailer SEO, operations and fulfillment, as well as analytics and insights between Molson Coors and respective retail partners. Led digital team responsible for rolling out digital boot-camps to hundreds of national retailer reps. Net results from B2B2C showed incremental online sales, increased market share in retailer’s offline channels and larger basket sizes for retailers both online and offline. A significant and strategic win-win.
- B2B eCommerce & Customer 360 – Captured $30M+ in incremental top-line growth delivering B2B/Marketplace and digital sales force automation (SFA) programs. Secured major B2B wins with customers, raising sales from online accounts +10% and lifting net promoter scores (NPSs) and total accounts payable (TAP) within a single-year.
- DTC eCommerce – Led 1st DTC sites for alcohol in the US. Strategy less about incremental sales, more about collecting 1st party consumer data, building awareness of buying beer online and strengthening retailer partnerships, who handle fulfillment.
- Community Engagement – Revamped company wide social media strategy and operations. Rolled out common social media management tools, performance KPIs and improvement processes.
- Transformation – Led efforts for company-wide digital marketing up-skilling and online training courses.
