Fundador Brandy

Fundador is a Brandy of Jerez, Spain. It’s the first Spanish Brandy that was founded in 1874. In 2019, Fundador Supremo 18 was voted the Best Brandy in the World at the International Wine & Spirits Competition.

G.K. Skaggs, a beer, wine, and spirits importer based in Irvine, CA has partnered with Southern Glazers Wine & Spirits to distribute Fundador in Canada.

My role as the Digital Marketing Manager of this project was to:

* Research Canadian Market in each province including target consumer demographics
* Organize annual brand plan with Sales and Marketing Team to strategize each quarter’s sales goals and align monthly promotional programs with digital
* Create proposals for budget approvals to suppliers regarding events and sponsorship programs
* Build a website specifically for Canada using WIX. The website includes brand history, product information, press, and a store locator to let customers know which stores carry the product.
* Update the website regularly when: new retailers get added to the website, add promotions on the homepage, update the news section regularly
* Manage all social media channels, design the content, and install a Facebook Pixel on the website to align social and the website.
* Strategize monthly digital marketing budget for geo-targeted ad spend, boosted posts, influencers, and POSM
* Create weekly reports highlighting results of Facebook and Instagram ads, as well as Google Analytics
* Create and schedule bi-monthly email blasts to specific contact lists regarding new updates and promotions
* Manage POSM and work directly with on-premise and off-premise accounts to create exclusive promotions and giveaways