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CJJ
Craig
Johnson
51 Housatonic Ave.
Milford, CT 06460
ph. 203-876-2093
[email protected]
Profile:
• An experienced, dynamic Marketing Executive accustomed to delivering brand value and
profit growth in a multi-national marketing led brands business via creativity, leadership
and team building.
• Extensive experience in developing brand positioning and strategies, advertising creative,
unconventional marketing, PR/sponsorships and promotional plans.
• Skilled in new brand development; including ideation, development and commercialization.
• Leader of a creative, ideas led, marketing team that drove brand value through consumer
insights and marketing intelligence.
Experience: Allied Domecq Spirits USA
1999-2004
Allied Domecq is a $5.4bn multinational marketer and distiller of premium spirits and wine
brands. Allied Domecq brands include Kahlua, Maker’s Mark, Stolichnaya, Courvoisier,
Ballantine’s, Beefeater, Hiram Walker, Malibu, and Clos du Bois among others.
Group Brand Director: Innovation and ADvantage Brands
August ‘02-2004
Directly responsible for the largest launch in Allied Domecq’s history: Kuya Fusion Rum.
Managed innovation portfolio and created the process that delivered 10 new products in
2003/4 and managed Advantage Portfolio $165MM in revenue (portfolio highlights Hiram
Walker Liqueurs, Midori, Laphroaig, Presidente, Rich & Rare, Ballantine’s, Carolan’s Irish
Cream, Tullamore Dew).
• Drove brand strategy, launch plans, advertising planning ($15MM) for Kuya Fusion Rum,
an extension of the Kahlua trademark.
• Managed the Advantage portfolio to 11% profit growth in FY2003
• Directly responsible for three Adam’s Growth Brand Industry awards winners: Rising Star:
Kuya, Comeback Brand: HWL, Established Growth: Rich & Rare
• Developed a new trademark strategy and repositioned Midori, launching the What Kind of
Midori Are You?, Midori’s first new ad campaign in over 5 years. The brand consumption
grew by over 20% in the first 4 months of campaign launch.
• Innovation launches in 2003 consisted of Stoli Cranberi and Citros, Stoli Pre-mixes, Wet by
Beefeater, Kuya, Canadian Club 12yr, and Hiram Walker Fruja.
• Managed team of four marketing professionals, involved in both innovation and brand
management.
Director of Marketing: ADvantage Brands Division
August ‘00-Aug ‘02
As an important member of the ADvantage executive team, I played an integral role in
creating a new entrepreneurial division and managing the national and regional marketing
function for all of our brands. These changes put more emphasis on top-line growth, regional
brand building and sales & marketing effectiveness. Winner AD’s 2001 America’s Award:
Best Talent Development & Best Marketing Financial Management
• Profitably managed a diverse portfolio of brands (premium, niche, ethnic, value brands).
ADvantage brands cover all of the spirits categories (cordials, rum, whiskies, cognac,
brandies etc) and all consumer-drinking occasions.
• Led strategic direction of our portfolio of brands by appropriate brand strategies for each
brand and consumption occasion. These ranged from consumer equity driving advertising
campaigns, velocity driving tactical programs and value engineering.
• Division profitability grew 13% for FY 2001 and up 6% for FY2002, during a period where
the industry growth has receded. ADvantage has had three brands recognized as Adam’s
Growth Brand Award winners two years in a row.
• The majority of our brands outperformed their respective categories and main competitors
for two straight years; this is a direct result of full strategic cooperation from field sales and
the ADvantage marketing department.
• Managed three direct reports, one indirect report and two agencies. The team was fast,
efficient and accomplished both national and field marketing initiatives.
Sr. Brand Manager: Hiram Walker Liqueurs
May ‘99-Aug
‘00
• HWL brand profitability grew 4% in 1999 and 6% for 2000. These figures are attributable
to increased on-premise distribution and promotional effectiveness gains.
• Led the brand repositioning, introduced to contemporize HWL based on consumer insight
and to reinvigorate the brand with the trade.
•
Developed Sourballs “Sourface” promotion, a digitally interactive on-premise bar
promotion tied to a website, developed over 10MM consumer impressions.
BIC Corporation
1993-1999
BIC is a $1.8bn manufacturer and marketer of office products, shavers and lighters. My
tenure at BIC involved a switch in career focus, from Packaging Engineering to Marketing. I
had progressively more senior roles in both of my roles within BIC. My marketing
experience focused on new product development and strategic brand planning.
Brand Manager: Wite-Out
• Responsible for all marketing and P/L functions for the $30MM Wite-Out brand, revenue
grew 22% and profit grew 25%.
•
Led the introduction of Wite-Out ZAP! Created concept, positioning and product
development for the first correction product for students.
•
Managed introduction of Correction Tape that exceeded projections by 250%.
Associate Brand Manager: Wavelengths
• Responsible for all marketing and P/L functions for the $25MM Wavelengths brand, a line
of fashion writing instruments for children. The brand grew 15% in a mature category.
•
Launched new product segment (cased pencils) within the Wavelengths brand. The
launch added $3MM in profit and gained distribution at our major accounts for 1998.
•
Negotiated the first licensing agreements within BIC: MTV, Spider-Man, and Pepsi.
Education:
University of Connecticut
Masters of Business Administration
Concentration: Marketing, E-Commerce
1996-1999
Rochester Institute of Technology
BS in Packaging Engineering
1988-1993
Captain Varsity Basketball, Dean’s List, Pi Kappa Gamma- Honor Society
One year of cooperative work experience at Apple Computers and Roche Pharmaceuticals
References: Available upon request