Alan Bremerkamp
Marketing Director, Miller Lite - Activation @Molson Coors Beverage Company
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WORK HISTORY
Marketing Director, Miller Lite - Activation @Molson Coors Beverage Company
Chicago, IL, US
In this position, I lead a NA brand activation team of two managers and three associates to develop, best-in-class retail programs, partnerships, and brand activation strategies for Miller Lite to improve brand health and consumer relevance while managing a $105M budget. Some highlights include- Led annual brand plans for $2B business, driving rigorous situational assessments to define clear brand jobs and develop and integrated annual brand calendar with through-the-line programming, activations, and tentpole moments aligned to key business priorities- Conceptualizing and delivering strategic activation plans to diversify and expand Miller Lite’s brand health with Latino consumers. Creating a custom regional music platform with 360 activation components and brand partnership with Top Rank Boxing, resulting in QoQ consideration increase (1pt+)- Maximizing brand health among 21-34 age group, resulting in QoQ sales increases among the demographic, outperforming key competitors with.5pts+ increase in HHP, 1pt+ change in buy rate, and 1.9pt+ change in consideration- Increasing earned media impressions by 165%+(6.1B total impressions) and decreased cost to deliver 30% by spearheading Miller Lite’s “In Culture” approach to cultivate brand love, consumer loyalty, and cultural relevance- Orchestrated a nationwide cultural moment for Miller Lite’s 50th anniversary, giving away beers across all 50 states on National Beer Day, activating at 500+ on-premise accounts, and leveraging celebrity partners across paid, owned and earned channels to generate 3.4B+ earned media impressions and drive retail sales lift- Cultivating strategic brand partnerships and coordinated special tentpole events including summer, holidays, and football season, with grilling partners, athletes, and music icons, including Kingsford, JJWatt, and Luke Combs- Supporting team professional development by providing ongoing coaching and mentoring, resulting in increased retention.
EDUCATION
Central Michigan University
Business Administrations, Marketing
SKILLS
ABOUT ALAN BREMERKAMP
I am a growth-minded and performance-driven global marketing leader with expertise in brand management, integrated marketing communications & brand activation, earned media & PR, and end-to-end innovation and commercialization. Throughout my career, I have been successful at demand generation, boosting brand visibility, and driving audience engagement across a wide range of industries, including global leaders in F&B, retail, CPG, automotive, and marketing agencies serving Fortune 500 clients. As a trusted thought leader and data-driven decision maker, I drive recurring revenue via full omnichannel programs, in-product promotions, celebrity partnerships, special events, and category/volume growth models.I have achieved a proven record of building, launching, scaling, and growing new global brands from the ground up to become category leaders while transforming heritage brands to develop a new generation of loyal customers. I take pride in being regarded as a motivating leader and inspiring coach and mentor who builds high performing teams and fosters a culture of innovation, open communication, and teamwork to align all members to achieve core business goals.
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