MIKE TREHEY
Birkenhead,Auckland
Summary
Experienced marketing professional with a track record of leading teams to achieve exceptional results, including brand health, increased sales volume, market share, and profitability.
Maniacally focused on the end customer/consumer and highly skilled in coordinating marketing efforts and executing successful through the line campaigns. Known for reliability as a team leader, adaptable to changing needs, while maintaining a strong focus on creativity and strategic planning.
Overview
14
14
years of professional experience
1
1
Certification
Work History
Group Marketing Manager
Suntory Global Spirits
09.2022 - Current
- Marketing lead for New Zealand business with team of five direct reports - a mix of brand managers and shopper marketing who I lead, coach and develop.
- Accountability to deliver annual business budget, brand investment targets, brand health KPIs, TTL marketing activity, and distributor management, whilst managing $6m NZD A&P budget.
- Brand Building: Great Jim Beam to the #1 Spirit Trademark (vol/ val), Roku to the #1 Super Premium Gin, Makers Mark to the #1 Super Premium Bourbon, and achieved record brand health stats across all brands.
- Campaign Development & Execution: Leading the creation of Brand Strategy and implementation of impactful marketing campaigns.
- Innovation: Lead innovation pipeline for NZ, identifying trends and pockets of growth with available products globally, and aligning with sales and leadership teams for launch in NZ with go-to-market strategy.
- Consumer Insights & Market Analysis: Lead insights for NZ, partnering with local insights agencies to brief and deliver relevant insights for NZ to guide future strategy.
- Sales & Distribution Support: Collaborating closely with the sales team to ensure effective distribution and in-store activation of Suntory brands.
- Public Relations & Stakeholder Management: Building and maintaining relationships with key stakeholders, including media, influencers, and industry bodies.
Senior Brand Manager
Suntory Global Spirits
06.2019 - 09.2022
Category Activation Manager
Asahi Premium Beverages
07.2017 - 06.2019
- Owning and delivering the strategic customer, trade and promotional activities, creating growth for both APB portfolio and our customers that jointly delivered on financial objectives.
- Working collaboratively with Sales and Brand Marketing teams to identify, build and implement shopper and category growth solutions through both promotional activity and NPD development.
- Build and develop strategic go to market channel and volume plans for the launch of NPD.
- Embedding shopper and category growth insights into the construction of execution and NPD plans.
Brand Manager Spirits
Pernod Ricard
11.2015 - 07.2018
- Effective management of external agency and supplier relationships to drive optimal ATL and BTL programme development and ROI.
- Activation planning; calendar management and programme development as part of the annual planning process in conjunction with Marketing Manager.
- Managed ATL & BTL budget in line with brand and channel strategy objectives.
- Managed relationships with external suppliers to ensure timely delivery of activity and effective implementation through Field Sales.
- Development of tools and collateral for field sales use (e.g. Trade Presenters, Mechanic Sheets, brand generic POS; merchandising solutions; portfolio tools etc.)
Marketing Manager
Turners & Growers (T&G)
03.2013 - 11.2015
- Responsible for developing and executing marketing strategy for Covered Crops and Tropical Fruit areas of business, aligning to key strategic pillars.
- Delivery of marketing strategy via B2B and B2C marketing initiatives for respective categories and brands including budget setting and control and measuring/reporting across the business.
- Planning and executing experiential events, including trade shows and launches – both B2B and B2C.
- Manage daily activities across PR, Experiential and design agencies.
- Management of brand and corporate digital marketing channel’s including social media, website development and content management, ensuring adherence to brand standards and guidelines across all areas of the business.
Marketing Executive
Turners & Growers (T&G)
02.2011 - 03.2013
Education
Bachelor of Business (BBus) - Marketing And Advertising Majors
Auckland University
Auckland11-2011
Skills
- Strategic Planning
- Consumer insights analysis / marketing analytics
- Brand building
- People management, coaching and development
- Media planning and strategy
Accomplishments
- Highest team engagement (98%) in the world two consecutive years running at Suntory Global Spirits 2023 & 2024
- 2023 & 2024 Category Judge at EFFIE awards
- Finalist for Canadian Club in Sustainable Growth category at 2022 NZ Marketing Awards
Certification
Marketing Week / Mark Ritson: Mini MBA Marketing Management and Brand Management (achieved 'A' grade)
Timeline
Group Marketing Manager
Suntory Global Spirits
09.2022 - Current
Senior Brand Manager
Suntory Global Spirits
06.2019 - 09.2022
Category Activation Manager
Asahi Premium Beverages
07.2017 - 06.2019
Brand Manager Spirits
Pernod Ricard
11.2015 - 07.2018
Marketing Manager
Turners & Growers (T&G)
03.2013 - 11.2015
Marketing Executive
Turners & Growers (T&G)
02.2011 - 03.2013
Marketing Week / Mark Ritson: Mini MBA Marketing Management and Brand Management (achieved 'A' grade)
Bachelor of Business (BBus) - Marketing And Advertising Majors
Auckland University
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