Andrea Smeke
Director of Marketing & Portfolio @Vintage West Wine & Spirits Marketing
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WORK HISTORY
Director of Marketing & Portfolio @Vintage West Wine & Spirits Marketing
CA
Led Liquor Board and Chain Account Relationship Management: Prepared and submitted listing applications, managed chain account listings and LTO calendars, and conducted biannual business reviews to identify new opportunities across Western Canada (BCL, AGLC, Chains, MBLL, SLGA).• Managed Supplier Partnerships and Portfolio Performance: Collaborated with core suppliers on portfolio performance, market trends, and A&P budgeting, while ensuring timely reporting and maintaining communication on shipment/depletion data.• Strategic Market and Competitive Analysis: Developed quarterly marketing reports, analyzed market trends, and recommended strategic pricing opportunities to optimize brand performance and identify growth areas.• Portfolio Planning and Brand Execution: Managed annual brand planning, budgeting, and quarterly sales presentations, ensuring alignment with regional marketing goals, product availability, and accurate pricing strategies for +45 suppliers in all western Canadian provinces.• Created and Executed Marketing Campaigns: Led the creation of marketing collateral, brand programming, and promotional materials for sales teams, while also managing social media and PR initiatives to drive brand visibility and engagement across Western Canada.
EDUCATION
Universidad Iberoamericana, Ciudad de México
Master's degree
Universidad Iberoamericana, Ciudad de México
Licentiate degree
Wine & Spirit Education Trust
Level 1 Wine Course
IEB
Especialidad
University of Illinois at Urbana-Champaign
Specialization
ABOUT ANDREA SMEKE
Bilingual marketing leader (English & Spanish) with extensive experience in the Canadian, U.S, and Latin American markets. Proven ability to drive brand growth through data-driven strategies, portfolio management, and financial analysis. Expertise in liquor boards, supplier relationships, and multi-channel campaigns. A unique background in hospitality and finance allows for a customer-centric and ROI-focused approach to brand building.
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