1. Dan Kleinman
Fairfield, CT  917.670.1729
 dankleinman1855@gmail.com  www.linkedin.com/in/dan-kleinman  http://dankleinman.workfolio.com/
Award-winning Senior Marketing Executive with proven track record of solving strategic category and brand issues that drive sustained share
and equity growth for leading beverage brands. A motivating leader and manager of teams, passionate about growing the capabilities of others
and creating environments where teams are always up for the challenge, unwilling to settle, and having fun while delivering results.
PROFESSIONAL EXPERIENCE
DIAGEO PLC, Norwalk, CT 2001–July 2016
World’s leading premium drinks business with $17B revenue; 33,000 employees and offices in 80 countries.
Vice President of Marketing - Captain Morgan Rum 2014 – 2016
Led team of 5 direct reports focused on steering the Captain’s ship towards greater share growth and re-igniting drinker recruitment. Responsible
for P&L delivery for Diageo’s 2nd largest brand, with $400M in revenue and a $75M marketing budget.
 Reversed a declining business, achieving +2% revenue and volume growth in 2016 vs. -6% in prior year by re-framing the brand strategy,
shifting the consumer target, authoring a new brand positioning and reframing innovation pipeline approach.
 Shifted trademark communication model to social and digital-driven mix, resulting in significant increases in awareness (+3 ppts) and
P4W usage (+6 ppts). Led the delivery of Diageo’s first creative partnerships with social and digital properties including Buzzfeed, Tinder,
Snapchat Tasty, JASH, Periscope and Facebook’s creative studio.
 Created Cannon Blast Digital and Social Media awareness platform ($7MM) which achieved strong engagement rates of 20%. Brand
lift studies on leading social and digital partners indicated average of 35% purchase intent uplift among viewers of content.
 Brand lead on team that developed product concept and launch plan for Cannon Blast shots innovation. Product exceeded annual
volume targets by +11% and was the #2 largest spirits innovation in Nielsen YTD, helping the brand grow 0.6 category share points.
 Generated trial, gatekeeper and experiential activity mix for on-premise channel, sampling over 500K consumers in 6 months, helping
to deliver +38% conversion from awareness to trial for new Cannon Blast shot.
 Developed on-premise ambassador program in 18 millennial recruitment cities to accelerate trial, increase levels of promotional and
Gatekeeper activity. Program delivered +9% growth in focus accounts, a +11ppt trend improvement vs. rest of market.
Director of Marketing – Smirnoff Vodka 2012 – 2014
Principal architect in helping America’s #1 spirit brand find its confident voice as a category leader, delivering the brand strategy that returned
Smirnoff to market share growth for 14 consecutive months. Responsible for P&L delivery of $457M revenue business with a marketing budget
of $70M. Role involved management of 5 direct reports.
 Spearheaded overhaul of Flavors business including portfolio optimization, liquid reformulation, new packaging and marketing platform.
New approach achieved +5ppt revenue trend improvement and volume growth of +6.7% vs +0.5% flavors category growth rate.
 Launched “Exclusively for Everybody” platform, the top scoring spirits advertising campaign in 2014 (ACE Metrix). During campaign
window, dollar sales grew +3% vs. YA, a 6 ppt swing vs. period prior to campaign. Brand achieved significant gains in penetration, value
and brand love. Incremental volume generated directly from advertising accounted for 41% of growth in 2014 per mix modeling.
 Created “Everyone Can Make a Great Drink” Social publishing model and search campaign that linked priority flavors and commercially
important, easy to make drink recipes to culturally relevant conversations and high indexing buying windows. Media modeling showed
that social media campaign drove 70% of incremental sales of flavored vodka portfolio in the 52 weeks post campaign launch
 Led team responsible for Smirnoff No. 21 pack redesign, which resulted in significant improvement in quality and premium perceptions.
Project delivered with virtual cost neutrality while significantly enhancing cut-through at point of purchase.
 Delivered striking new Smirnoff Flavors package design on 157 SKUs in under 8-months, significantly enhancing premium cues, taste
appeal and flavor recognition while maintaining COGs neutrality.
 Aligned organization around new everyday pricing strategy for Smirnoff No. 21, reframing competitor benchmarks and optimizing
discounting schedule. Strategy helped to deliver 12 months of consecutive volume growth in 2014.
 Led “Assortment” optimization work with KANTAR to deliver a data based prioritization of the Smirnoff flavors portfolio and revamp
commercial approach by executing against 10 core flavors and reducing inventory costs by eliminating low-performing flavors.
Senior Director of Innovation – Beer and Flavored Malt Beverages 2011 – 2012
One-year rotation to provide functional exposure to new product concept-generation and development while applying brand management
strengths to innovation group. Role involved management of 2 direct reports.
 Developed 2012 Innovation pipeline for Beer and Ready to Drink Portfolio with 6 major launches totaling over $21M in revenue. Included
Concept, liquid and pack design for first Guinness and Smirnoff Ice seasonal offerings as well as launching 2 new packaging formats.

2. Daniel Kleinman
Director of Marketing – Scotch Portfolio 2007 - 2011
Responsible for delivery of P&L targets for the USA’s largest Scotch portfolio. Developed category strategy and marketing plans across 3 scotch
brands. Business delivered $430M in Revenue and carried marketing budget of $57M. Role involved management of 5 direct reports.
 During period of declining category growth, delivered a diverse set of effective marketing plans that achieved high single digit growth
across USA’s #1 Scotch portfolio. Revenue exceeded plan by $14M in 2011 and $13M in 2010.
 Led team that elevated Johnnie Walker Blue Label from a Luxury Scotch to a true luxury Gift. Engraved bottle gifting platform featuring
the Gold Effie Winning “Say it Without Saying it” digital and social campaign, e-commerce and Pop-Up Gifting Studios resulted in strong
purchase conversion. 10% of sales during holiday were directly attributed to the program.
 Led delivery of multi-cultural platform on Johnnie Walker. “Conquista la Noche” influencer, digital/social and experiential platform in
leading Hispanic DMAs resulted in +6 ppts increase in awareness and regular usage with Hispanic drinkers.
 Delivered Johnnie Walker new drinker recruitment plan, led by “House of Walker” mentoring program which reached over 39,000
consumers across 273 events in both 2010-2011. Mentoring program, in concert with PR and influencer plan and led by engagement
of Christina Hendricks as brand ambassador, helped brand achieve its highest levels of awareness and trial with LDA-34 men.
 Developed first Buchanan’s US brand positioning and launched “A Lo Grande” through the line campaign that generated significant
gains in awareness, trial and usage with Hispanics and helped to deliver +11% volume growth in 2010 and +30% growth in 2011.
Director of Marketing – Guinness, Harp, Smithwicks Irish Ale 2006 – 2007
Responsible for delivery of beer portfolio P&L, category strategy and marketing plan development for brands contributing over $260M in
revenue. Role involved management of 5 direct reports.
 Launched “Three Beers Strong” Irish Beer portfolio marketing platform to drive tighter consumer and commercial linkage between
Guinness, Harp and Smithwicks. Platform resulted in 122% increases in lift from merchandising activity on Harp and Smithwicks.
 Led delivery of Guinness “Brilliant” advertising campaign that significantly exceeded all-behavioral metrics and past executions in
campaign. Secured $4MM in incremental advertising and promotion through successful investment up weight test and roll-out.
Senior Brand Manager – Captain Morgan Original Spiced Rum 2003 – 2006
Served as a driving force in bringing the “Got a Little Captain in You” Campaign to life, cementing the “Captain’s Pose” as a cultural phenomenon
while delivering +8% volume growth in 2004, +12% growth in 2005 and overachievement of annual profit goals by 2% annually from 2004-2006
 Developed consumer insight, brand benefit and initial campaign executions that delivered 25% gain in awareness and 17% gain in
relevance among the target. Brand was named Spirit Brand of the Year by leading trade publication in 2005.
Brand Manager – Guinness Stout 2002 – 2003
Key member of the team that created the Gold Effie Winning “Brilliant” advertising campaign that delivered a 73% increase in advertising
awareness and increased suitability for more occasions by 39%.
 Led launch of “Brilliant” campaign and “Low in Calorie” advertising, PR and RM program which helped to deliver depletion growth of
+4%. 64% of total brand volume growth was attributed to increased advertising effectiveness per marketing mix modeling.
GUINNESS BASS IMPORT CO, Norwalk, CT 2001 – 2002
Brand Manager and Associate Brand Manager Bass Ale
BECK’S NORTH AMERICA, Stamford, CT 2000 - 2001
Associate Brand Manager – Beck’s Beer
J. WALTER THOMPSON, New York, NY 1997 – 2000
Account Executive – Schieffelin & Somerset and Warner-Lambert
EDUCATION
Tufts University, Medford, MA 1997
BA in Economics, Graduated Cum Laude, Men’s Rugby Club NERFU League Champions 1994, 1996