Melissa Frank

About Melissa Frank

I help beverage alcohol brands make marketing work in the real world. After 25+…

Experience

1. Consultant

   Frank Proof Consulting

   Jan 2018 — Present

   Building from 25+ years of beverage alcohol experience, I bring a commercially minded marketing approach to guide leaders and their teams. I simplify complex challenges, build brand-led growth strategies, and focus teams on the choices that truly move the business forward.How I help clients:• Strategy - Partner with senior management and facilitate alignment of key stakeholders across marketing and commercial to identify and align WTP big bets, directly linking growth opportunities to portfolio strategy. Client projects: Carlsberg Group beer / brew portfolio across markets in Europe, Asia and India• Planning - Guide marketing and sales teams to build integrated brand growth plans that turn big bets into brand activations, aligning plans with customer and channel needs for maximum growth impact. Client projects: BeamSuntory global spirits and RTD brands local market growth planning• Execution - Enable brilliant execution by guiding marketing and sales teams through the development of agency briefs, assessing creative work and in-market assets, and ensuring activations are tightly aligned with brand strategy, commercial priorities, and shopper/channel needs. Client projects: Maker\'s Mark bourbon growth plan for France • Capability - Provide hands-on support to marketing and commercial teams to co-develop / strengthen brand growth plans and in-market executions. Build commercial capability by embedding simple, scalable frameworks that enhance strategic planning, improve executional focus, and drive alignment around clear, repeatable ways of working.Client projects: Carlsberg Group, Deutsch Family Wines & Spirits, Asahi, BeamSuntory

Education

• University of California, Berkeley

  Bachelor of Arts - BA

  1984 — 1989

• The Marketing Society

  Marketing Leaders Programme

  2011 — 2011

• Georgetown University McDonough School of Business

  MBA

  1993 — 1995

Skills

• Luxury Goods
• Luxury Brand Marketing
• Consumer Insight
• Market Planning
• Market Research
• International Marketing
• Wine & Spirits Industry
• Brand Equity
• Marketing Management
• Market Analysis
• Strategic Brand Positioning
• Brand Development
• Segmentation
• Global Marketing
• Marketing Research
• Champagne
• Customer Insight
• Marketing
• Brand Architecture
• Customer Marketing
• Digital Marketing
• Beverage Industry
• Competitive Analysis
• Shopper Marketing
• Consumer Products
• Advertising
• Wine
• Consumer Marketing
• Positioning
• Product Innovation
• Brand Awareness
• Consumer Behaviour
• Nielsen
• Brand Management
• Cross-Functional Team Leadership
• P&L Management
• Alcoholic Beverages
• Marketing Strategy
• Product Development
• Insight Generation