MEGAN MACNAB HARVIE

During my tenure as the marketing custodian of Jack Daniel's trademark in South Africa, the portfolio grew by 5% (Covid prohibition recovery inhibited accelerated growth since 2020). Jack Honey doubled in size, Gentleman Jack tripled, and we launched three new brands into the portfolio.

• I led the South African Jack Daniel's marketing team, collaborating with the global brand team, the local distributor partner (RGBC) and local and international research, creative and media agencies.
• I led the yearly development and stakeholder alignment of all brand planning & strategy, collaborating and including cross-functions, distribution, and agency partners.
• Early adopter and championed the new Brown-Forman "Growth Framework" in the South African marketing team and across agency & distributor partners. ( The global framework based on the science of marketing from Bryon Sharp's book "How Brands Grow", Mark Ritson (specifically around distinction vs differentiation) and Les Binet and Peter Field's book; " The Long and the Short of it."
• I developed a local "communication code", which incorporated learnings from various sources to ensure global and local understanding of what is required for communication to connect and motivate consumers in the Jack Daniel's and spirits context- this work was shared as best practice.
• I led the research agency relationship locally and lead the development and implementation a local brand health tracker and deployed other research projects as needed.
• Working with our key agency partners, I led the communication development, media strategy, and execution across all touchpoints and consumer groups with the various stakeholders and teams.
• Executed several "additional" investment plans over the years, pitching for additional resources to increase profitable growth.
• Using influential communication skills and collaborative processes to get approval to adapt elements of global toolkit, using local consumer insights and research to ensure communication outputs are globally led and locally infused.
• Agency management ( research, creative and media) and ensuring all agency partners are working together to ensure through-the-line campaign execution that meets consumers' local needs.
• I lead the creative agency recruitment process for selecting a new lead agency through a sophisticated and collaborative approach as well as a agency procurement assessment project.
• Developed local portfolio strategy without a global directive ( at the time) for local markets to adapt, syncing material with brand architecture guidelines, resulting in a "how to apply" guide in trade, later as input into the global portfolio strategy, and used as best practice for other emerging markets.
• Garnered disproportionate positive attention from the global team compared to the size of the local (emerging) market; established allies and partnerships by creating an inclusive environment, involving a previously distant international team through calls, travel to the USA, participation in global projects, elevating South Africa's team visibility and investment needs.
• United previously disengaged stakeholders and halted significant 12MM MAT decline by initiating and leading an inclusive participative "strategic deep dive," creating a process to mine marketing insight to develop goals and strategic priorities. This intervention led to business performance improvement of > 30% MAT in 8 months. (Pre-Covid)
• Advocated for dissolution of a previous partnership with under-delivering and poor-performing media supplier appointed through a global contract; recruited new partner who was implementing new media strategy within three months and delivering a 62% media value (or R24 million free media at rate card) to the business in the first year.
• Participated in a price elasticity project with the distributor, understanding the effects of pricing elasticity and pricing barriers as a key influencer on recruitment & included these insights into brands execution plans.
• Managed brand budget spending, without the resources of a sophisticated budget tracking tool, by creating a manual Excel tracking sheet requiring bi-monthly input from the distributor to allow for YTD spending oversight; this tool is still standard practice for budget management.
• I co-authored and was a key contributor to an "Emerging Markets Guide" now used across the global business, addressing emerging market uncertainty on how to grow a legacy brand such as Jack Daniel's rooted in traditional American values. In contrast, emerging consumer values are primarily rooted in progression and status.
• Oversaw all digital amplification of brand-building initiatives/campaigns, using modern media - social media, email marketing and website - channels to ensure reach, when required, drive content engagement with the target market.
• I led RTD Portfolio development and launch of new flavour in the market by conducting product development and launch of Jack & Apple RTD, which included flavour testing, concept testing, and all packaging design development and full launch of the local Cola & new Apple RTD portfolio in the market.

I lead the marketing team for the 4th largest market for South Comfort globally. This role included marketing strategy, brand planning, execution of all marketing activities, management of budget/P&L, and developing and launching RTD into South Africa. My role was to influence global brand teams for localisation needs.

• Lead the development of all local advertising campaigns, including TV, radio, outdoor, social media creative, as well as special edition packaging.
• I lead all brand strategy and commercial planning - leading the brand planning process.
• I managed all agency and distributor relationships, in-trade execution, PR, and eventing execution and amplification.
• Managed the P&L and brand budget.
• Active participant in global strategy development as a lead market representative
• I was also responsible for the full launch of the Southern Comfort RTD, including all packaging design, product testing and development, product profitability assessment, product & packaging production, in-country product approvals, launch plan and all marketing creative.
• Mentored and coached 2 graduate brand trainees, employing one who excelled from brand trainee to assistant brand manager.

In the role of Miller Genuine Draft brand manager I lead the implementation of the brand plan working closely with trade marketing and eventing stakeholders.

• "Miller Rock the Boat" (a 4-day party on a cruise ship) a project initiated by myself, and it required taking calculated risks and significant influence to get the idea approved and launched on an exceptional tight deadline; as a result it re-positioned the brand within the minds of the consumer, having an immediate impact on brand health measures.
• Lead the property sponsorship and lead the through-the-line amplification plan using PR and media as our lead platform.
• I also lead other experiential events such as the famous "Miller Marquee/Boomtown" and the "Miller Mansions"- connecting the brand with young consumers in aspirational high-energy moments.
• I lead the on and off premise key account promotions
• I was responsible for localising all global tool kits and Point Of Sale kits
• I lead the development of the special edition packaging packaging and amplification of the the pack, including development of TV commerical.
• I worked on the localising of the brand, and spent time working with McKinsey Consulting in Chicago to locally adapt the global positioning to ensure the brand resonates locally.

In this role I was responsible for product concept development, brand positioning, product testing and implementation. Blake's & Doyle was developed and launched in South Africa as a test market to counter competition.

• Researched and identified new opportunities for product and brand development
• Conducted research and analysis to determine brand positioning and messaging
• Developed and led entire product launch to market.
• Planned, implemented, and tracked sales and marketing strategies to promote brand products
• Oversaw preparation of marketing copy, images, videos, emails, and other collateral
• Wrote and distributed press releases to increase brand visibility
• Developed creative presentations, trend reports, kitted assets, and product data sheets
• Coordinated with design and media teams to develop high-quality creative assets
• Managed budget allocation and resource utilisation to maximise marketing ROI

In this role I assisted the marketing manager in the overall brand management of Hansa Pilsner ( 2nd largest beer brand in the country at the time). In 2007, I was an integral contributor in launching Hansa Marzen Gold, as a highly confidential project due to the impending extraction of Amstel Lager from SABMiller.

• The brand was developed ( creative concept/ beer recipe and packaging) with a significant market launch in less than four months, achieving over 600,000 hl in the first year.
• The team won a prestige award from the MD for the endurance displayed in the execution of the launch.
• Created and managed budgets to maximize brand reach and engagement.
• Monitored and evaluated marketing and advertising campaigns to support brand consistency and engagement.
• Support role in the production of the Hansa Marzen Gold TV commerical in Romania ( was only team member at the shoot)
• Full POSM program development for all channels
• Full trade activity plan development for all channels
• Collaborated with merchandising team on creating differentiated in-store experiences through unique merchandising and collateral opportunities.

My first corporate role was to train all SABMiller employees to be "brand ambassadors" for the company, teaching them the company history, the beer making process, brand segmentation, positioning and marketing.

• The 2 day course includes a trade visit into the informal market. This program was run nationally, I trained over 1000 people in a year, doing 2 courses a week across the country.
• I made life long networks and relationships through meeting and interacting with all different kinds of employees of the business.
• Designed, planned, organized and directed orientation and training programs for employees across all levels of management.
• Obtained, organized and developed training procedure manuals, guides and course materials.
• Oversaw proper handling of administrative requests, ensuring effective allocation of resources, teams and necessary finances.