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Home My WebLink AboutBeautification ResumeSHANE M. GRABER 1001 NE 72 Street • Miami, FL 33138 • (305) 606-2200 • shanemgraber@gmail.com PROFILE Motivated, results -driven, professional leader with over 20 years premium spirits brand marketing experience, and a proven track record of successfully managing the top -selling spirits brand in the US. Accustomed to delivering innovative programs to market, delivering on unparalleled creative challenges with strategic agility. Proficient in planning and executing complex initiatives, producing results that surpass goals in ever -challenging market environments. Skilled at creating highly -motivated, commited, high-performance teams that systematically surpass objectives. Recently transitioned into full time real estate inK.gstipgi and brokerage activities. PROFESSIONAL EXPERIENCE CORPORATE ADMINISTRATION & LEADERSHIP w • Successfully hired, mentored and motivated skilled marketing professionals. -o • Greatly improved Sales -Marketing relationships, boosting in -market program efficacy. • Seemlessly produced the 2000 Scotland National Sales Meeting, with spectacular results • Launched the BACARDI Bat Team integrated marketing team meeting, which later becpn fd model of excellence for other brands to pursue. • Launched the BUSA Marketing Summit to align various brand groups and increase cross -learning. • Launched the Group Marketing Manager Round Table, to better align peers as to corporate dynamics and brand objectives and strategies. • Co -Chaired the BUSA Recruitment Branding Taskforce, in order to better define the BUSA employment experience; resulting corporate brand identity and collateral materials will help attract and retain superior employees. • Took on added responsibility of unifying, motivating and leading a parallel marketing group during the unplanned long-term absence of a fellow manager. • Managed several aspects of corporate philanthropy and community outreach projects. BUDGET & FISCAL • Managed and oversaw growth of BACARDI Rum brand budget from a $34MM A&P with contribution of $132MM, to its current A&P of $65MM, with $258MM direct contribution. • Streamlined original budget tracking process and leveraged to other brands; integrated new post Sarbanes-Oxley financial phasing process into brand fiscal procedures; and most recently, spearheaded new corporate Financial Budget Tracking system. • Successfully aligned Sales and respective distributor spending plans with brand goals. ADVERTISING • Managed the launch of the "BACARDI By Night"and "BAT" ad campaigns with AFG (agency), including production of the brand's first television spot. • Managed retainer fee contract negotiations for various agencies. • Managed the launch of the "BACARDI Guy & Cola" ad campaigns with David & Goliath (agency). • Managed the US -launch of the global "You In" ad campaign with Y&R (agency). • Created the highly -successful BACARDI Mojito/Miami Vice integrated campaign, resulting in the most effective and celebrated sales -marketing program in brand history. • Produced the second generation "BACARDI & Diet" ad campaign with US -arm of global agency (Y&R), and a subsequent Corporate Social Responsibility ad. SHANE M. GRABER - Page 2 - RECEIVE-0 MEDIA 2016 MAY 23 PM I: 57 • Managed all aspects of constantly -evolving media planning, execution and management, for the brand, Gemini Partnership, and corporate advertising (out -of -home). Ur it 0' +fIL L iIY CLERK • Successfully negotiated agency retainer agreements. CITY OF Mi91 INTEGRATED MULTI -PLATFORM SPONSORSHIPS • Introduced the "Sports Arena" integrated sponsorship concept to BUSA, resulting in a $1MM+ annual investment, which has improved locally -leveraged brand capabilities in the market. • Launched the first -ever NBA -approved co -branding partnership with the Boston Celtics. EXPERIENTIAL MARKETING • Introduced the concept of Experiential Marketing to BUSA, a $4MM+ annual program which now acts as a world leader, and has been used as the basis for multiple brands within the organization (ie, Cazadores Chicas Tour, Limon Odyssey). • Launched the Party By Night Mobile Marketing Tour, and the BACARDI Red Hot Road Trip. • Launched the new BACARDI B-Live global experiential tour and concert in the US. Led the B-Live evolution as part of a five -country steering committee; initiative to be leveraged in 24-countries. DIGITAL MARKETING • Managed every facet of the brand's online, interactive and digital platforms; launched PartyByNight.com, BacardiByNight.com, BacardiMojito.com, and BacardiLive.com, all proven worldwide leaders in attracting visitors, building affinity/relevance and communicating brand values. • Parlayed successes from BacardiMojito.com to other countries (UK, Holland, Greece, Germany, India). • Led the 2007 global re -launch of Bacardi.com, as part of a five -country steering committee. SALES PROMOTIONS & FIELD MARKETING • Successfully managed all aspects of the Promotional Mix, from the creative brief, to production, and in -market activation. • Launched integrated BACARDI-Gras promotional program. • Optimized agency retainer agreement process for creative and production services. • Launched the company's first Field Marketing Guide (and derivative inserts). • Developed and launched the Entry -Level Marketing Team field marketing structure. MULTICULTURAL MARKETING • Managed the Hispanic Marketing efforts for the brand with Castor (agency); launched the first ever "Mexican Independence Day" integrated initiative with MLS Soccer in the US. Initiated local Hispanic programs in New York ("I Want My Gold") and Los Angeles (Oscar de la Hoya fight on HBO, which was later parlayed onto Cazadores Tequila, for optimal opportunistic strategic reasons). • Managed the African American Consumer Marketing (AACM) efforts for the brand with Burrell (agency); launched the brand's first integrated multi -city tour ("BBN Comedy Tour"), and created the brand's first AACM-directed television spot, featuring celebrity legends Fat Joe and Melly Mel. • Launched an innovative second generation Mexican -American market integrated program for CICLON Tequila -Spiked Rum, including an award -winning show car (Mitsubishi Eclipse Spider), experientially -leveraged at urban music -car show festivals. • Successfully leveraged a partnership with Royal Caribbean's Blacktravaganza to benefit Miami's Lyric Theater, in an effort to improve multi -cultural outreach and corporate value and purpose delivery. GAY -LESBIAN CONSUMER MARKETING • Launched the brand's first Gay/Lesbian Marketing effort, including an integrated program which included the brand's first ever Gay -Consumer Target print ad, "Tom, Dick and Harry By Day..." • Brand was recognized for its efforts in receiving the national GLAD award. • Leveraged learning to create corporate planning calendar incorporating BUSA portfolio of brands. SHANE M. GRABER - Page 3 - ENTERTAINMENT MARKETING • Managed the Entertainment and Celebrity Outreach programs for the brand with UPP (agency). • Successes benefited initial BACARDI Mojito seeding efforts, including the pinnacle Miami Vice placement. PUBLIC RELATIONS • Managed all Public Relations aspects of the brand, a function whose importance grew, as it became more essential to increase the brand's premium perception. GLOBAL INITIATIVES • Led the impactful Cancun Travel Retail Destination Marketing integrated program for three years (handed over by Global). • Launched the US -arm of the BACARDI Congreso de la Salsa in three major US markets. • Successfully piloted various global on -premise promotional programs in the US. • Participated in various global best practice initiatives, including the Berlin Experiential Marketing Summit; the BACARDI B-Live Steering Committee; the Madrid Best Practice Summit; the Global Communications Strategy Committee; Global Advertising Steering Committee; and best practices summits with the UK, Bahamas, Canada, Mexico, Holland, India, Australia and Chile. STRATEGIC ALLIANCES • Led the BACARDI Mixers partnership with Coca Cola Foods/The Minute Maid Company. • Led the Rums of Puerto Rico government -entity co-operative marketing initiative. • Launched the BACARDI & Coke partnership with Coca Cola, and the subsequent Tri-Alliance Alliance with Brown -Forman, KYK Marketing and Coca Cola Foods. NEW PRODUCT DEVELOPMENT • Participated in the advertising and promotional support of the initial launch of BACARDI Spice. • Successfully launched CICLON Tequila Spiked Rum to the entry-level, male legal -drinking -age, target in the US market. • Launched BACARDI Premium Mixers, a bundled -service product, through the Coca Cola Fountain division, to casual-sining foodservice establishments. EMPLOYMENT EXPERIENCE GRABER REALTY GROUP —Miami, FL Director of Strategy & Marketing and Realtor® Sales Associate, 3/2016-current BACARDI USA, INC., — Miami, FL Vice President, Marketing, 4/2007-3/2016 Group Marketing Manager, 6/2004 to 4/2007 Senior Marketing Manager, 4/2001 to 6/2004 Marketing Manager, 9/1999 to 4/2001 Assistant Marketing Manager, 1 /1997 to 9/1999 CIVIC ENGAGEMENT EXPERIENCE Mimo Biscayne Historic Association —Miami, FL President, current Bayside Residents Association —Miami, FL President, current N Q City of Miami Nuisance Abatement Board —Miami, FL Chair, past role City of Miami Public Bicentennial Park/Museum Park Benefits Committee —Miami, FL Chair, past role EDUCATION UNIVERSITY OF MIAMI — Coral Gables, FL Master of Business Adminitration in Strategic Marketing, 1997 Bachelors of Business Adminitration in Finance, 1995 c: 7-1