Brion Roberto

Significantly improved the tools and tech stack, migration to AWS cloud management, people re-organization plan, the creation of new roles, lean process definition, new vendor evaluations and selections, and KPIs. Collaborated with a cross-functional team of technical, marketing, sales, finance, and HR to deliver this global transformation project. Interviewed peer CPG companies and bench-marked competitors. Developed and coached remote team members, including more than 30 direct and indirect reports, and achieved the internal “Program of the Year” award from the CIO.

Led an enterprise-wide project to migrate from a limited capability, legacy database provider based in South Africa, to a distributed global model using best in class technology and regional service vendors. This was achieved through a data migration plan, common data models, global MDM and REST API standards, and SLAs.

Designed and implemented ground breaking credit card dashboard experience for customers. Features included statement of both consumer and business accounts, travel plans, upgrade offers, payment management.

The project received both internal American Express praise as well as industry accolades and awards.

After industry consultants benchmarked Sanofi vs. other pharmaceutical companies, it was clear we were trailing our peers. A digital transformation and full omni-channel marketing strategy were devised, encompassing more than 20 offline and online channels. I spearheaded program development, proposal, and executive approval of the three-year, $80 million+ enterprise-wide digital investment. Authored comprehensive enterprise digital transformation including communication plan, roadmap, technology stack, KPIs/measurement, talent management, and managed the initial roll-out of program and change management to more than 20 countries.

Re-architected Gartner research offerings to segment for high-value customers—differentiated by enterprise value—and devised strategy for the highest-grossing product, representing one-third of the company’s total revenue, $300 million. I researched the market—including the competition and complementary products, worked with the finance team to devise a pricing strategy, and collaborated with cross-functional teams—including analysts, consultants, engineering, sales, customer support, and delivery. I gained executive buy-in and developed go-to-market sales and training materials.

Ideated, initiated, built, and launched a SaaS adtech platform focused on location data marketing and digital out-of-home (DOOH) industry. Built from the ground-up with new, “clean” code, its features and functionality customized to DOOH with supply-side platform (SSP) and demand-side platform (DSP) capabilities.

Mobile and facial recognition data for demographic targeting was also enabled. Established purchasing/ad service capability with a network of 20+ publishers with 100,000+ screens.

A mobile app built for the Captain Morgan brand. This game featured an interactive brand experience for consumers. The player was a Captain of a fleet (the initial size determined by their influence on social platforms such as Facebook, Foursquare, and Twitter) and then was able to engage in battle with other players. The size of a player’s ship and “gear” acquired during play influenced their success in battle and, ultimately, their rank. It used GPS and location-based technologies to make it hyper-local.

Designed an eCommerce site, balancing scale with local market relevancy and commercial goals. I determined the tech stack, product positioning, product selection, and line extensions. I created staffing and support models and set-up a distribution system with a supply team.

Improved SEO for the world’s largest liquor company, lifting visibility, site traffic, and brand reputation. Researched the marketing, competitive bench-marking, led a team of content agencies, technical consultants, and internal teams to deliver the project in less than six months. This increased the Brandwatch digital brand IQ rating for top three product categories, gained executive buy-in for budget, team, and endorsements, and achieved a 15%+ traffic increase.

The concept was to improve our innovation rate and create an internal culture of innovation, experimentation, and drive change. Using decentralizing, I created a program with representatives of 30+ countries and used a collaboration portal, regular newsletter, weekly program calls, and executive updates. I developed personalized QR codes, delivering on two goals, consumer engagement and identifying bottle authenticity. I created a smarter UX that reduced age-gate-related dropoffs by more than 40%. The new content management process saved >20% of the time, including streamlining approvals and timeliness of posting. The technical web and app improvements eliminated security incidents and page defacements.

Smirnoff needed a breakthrough to gain status in the highly competitive Vodka category and, in particular, had to win the war “on trade” (bars and restaurants). The big idea was to host the hottest parties in 14 major cities worldwide on the same night. To support this, a web site, Facebook page, and mobile apps were created, including an “Idea Exchange,” where consumers could nominate and vote on the best of their city–music, drinks, fashion, and trends. Cities then swapped their cultural ideas, and items were transported to companion cities in crates and then opened during each party. Social media and digital marketing were integral to the promotion and credited with its success. Smirnoff gained ten million Facebook fans.

To take advantage of the growing bourbon market, we took an existing legacy product and rebranded it with a new image, logo, bottle design, digital presence, and social media. We landed on a “Frontier Whiskey” approach to differentiate from competitors and take the bourbon in a new direction.

One of the world’s most popular and recognized loyalty programs was extremely successful in getting members to accumulate points; however, points spending was not keeping pace. I led a team of creative and technical individuals to develop new promotions such as seasonal (for example, an auction-style for 12 days of Christmas), promotions with new partners, and exposing limited-time deals (RSS Feeds).

Diageo is the biggest spirits company in the world, owning the premium brands of Johnnie Walker, Ketel One, Bulleit Bourbon, Oban, Zacapa, and more. For luxury and super-premium brands, loyalty programs were a key element of the growth strategy. Designed content-driven CRM loyalty programs that featured consistent communication, cultural contextual relevance, and connection to offline experiences.

CMO role for a new product concept to blend live streaming concerts with active gamification and social experience. Worked with the CEO and product development team to develop a clear pricing and positioning strategy. Led, developed, and executed research. Delivered recommended ranges for pricing to achieve desired market penetration and profit margin. Created a go-to-market plan and developed an investor deck.