I made this as well

1. PERSONAL BRAND EXPLORATION
Eduardo Peraza
Project & Portfolio I: Week 3
May 24th, 2020

2. The youngest of four siblings, Eduardo often had to
act out just to get attention when growing up in his
childhood home in Orlando. While some may see this
as a negative trait, it led to the development of his
unique, charismatic way of doing business as an
adult. Entering the beverage industry at the age of
22, he has never thought of leaving. With his military
discipline and passion for sales and marketing,
Eduardo is a self-motivated machine that will work
tirelessly for that which he sets his mind to.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Marketing Manager
• Market Research Analyst
• Sales Representative
Guy Next Door Archetype:
My desire to to always be the guy who
is included and desires to include others
in events. I would gladly be
everybody’s best friend if I could. I
believe this is the foundation for repeat
business and customer loyalty.
Digital Marketing for the Craft Beer Beverage Industry

4. • DEMOGRAPHICS: 50% Female,
40-50 years old, Predominately White,
Married, College Educated, Located in
Florida.
• PSYCHOGRAPHICS:Enjoys
supporting their brands and accounts.
Often goes out but it is usually work-
related. Always willing to help accounts
set up or tear down
• IDEALAUDIENCE MEMBERS:
Jeff Dufresnes: Sales Manager. City
Beverages. Krista Ortelt: Sales Manager,
Cavalier Distributing. Carolyn Graham:
State Sales Manager, Cavalier
Distributing.
Recruiters & Hiring Managers at City Beverages, Reyes Holdings, and
Cavalier Distributing
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2022)
• Promote to a marketing position at Cavalier.
‣Connect with, and send a follow up promotional
email to, 25 beverage industry professionals on
LinkedIn by December 31, 2023.
Mid Term: (2025)
• Lead a successful digital marketing campaign aimed at
expanding Cavalier’s number of accounts.
‣I believe 10 new accounts per quarter is an
achievable goal
Long Term: (2040)
• Become the in-house Digital Marketing Manager for a
large brewery, Guinness, for example.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Active Listening 75%
Time Management 65%
Photo Editing 50%
Public Speaking 30%
SOFTHARD
Active Listening 80%
Active Learning 70%
Service Orientation 40%
Instructing 50%
SOFTHARD

7. I will work tirelessly for the beverage industry,
with focus on increasing number of products in
my portfolio and number of accounts in my
market.
PROMISE

8. CREDENTIALS
Work Experience:
• 4 years service in U.S. Marine Corps
• 1 year in social media marketing at ABC Fine
Wine and Spirits.
• 3 Years total experience in Sales and
Merchandising in the beverage industry.
Education:
• Digital Marketing B.S., Full Sail
University (Exp. 2022)
Awards:
• Cicerone Certified Beer Server, 2015

9. COMPETITION
Patrick Brush
Industry Experience:
• Less than one year as a Financial
Representative at North Western Mutual
Education:
• Current student enrolled in Sports Marketing & Media, B.S.
at Full Sail University
Leadership Experience:
• U.S. Marine Corps, corporal
Skills and Proficiencies:
• Financial Advisory
• Life Insurance
• Business
Eduardo Peraza
Overall Online Presence:
• More than 200 connections, banner image customized,
amateur no profile picture, lack of details throughout profile,
no articles published, inactive on social media.
• Grade: Poor, 40 out of 100
Industry Experience:
• 3 Years Sales and Marketing in the beverage
industry
• 1 Year Social Media Marketing experience
Education:
• Current student enrolled in Digital Marketing, B.S. at Full
Sail University
Leadership Experience:
• U.S. Marine Corps, multiple leadership roles
• Assistant Manager at ABC Fine Wine and Spirits
Skills and Proficiencies:
• Social Media Marketing
• Cicerone Certified Beer Server
• Photo Editing Experience
Overall Online Presence:
• Professional head shot, active on all major social media
platforms, detailed profile, personal website.
• Grade: Average, 60 out of 100

10. COMPETITION
Brad Johnson
Industry Experience:
• ~2 years as a digital marketer at CAST
Services
• 10+ years experience in other marketing
roles
Education:
• Marketing, B.A.
• Science, Internet Marketing, M.A.
Noteworthy Experience:
• Google AdWords Certification: Search and Shopping
Skills and Proficiencies:
• Email Marketing- 26 endorsements
• SEO - 17 endorsements
• Google Analytics - 14 endorsements
Eduardo Peraza
Overall Online Presence:
• 400+ connections, banner customized, detailed profile
summaries, two recommendations, notable volunteer work,
URL customized.
Industry Experience:
• 3 Years Sales and Marketing in the beverage
industry
• 1 Year Social Media Marketing experience
Leadership Experience:
• U.S. Marine Corps, multiple leadership roles
• Assistant Manager at ABC Fine Wine and Spirits
Education:
• Current student enrolled in Digital Marketing, B.S. at Full
Sail University
Skills and Proficiencies:
• Social Media Marketing
• Cicerone Certified Beer Server
• Photo Editing Experience
Overall Online Presence:
• Professional head shot, active on all major social media
platforms, detailed profile, personal website.
• Grade: Average, 60 out of 100

11. BRAND POSITION
Genuine love for your chosen craft can be
easily observed by all, and passion for that
craft is not something that can be imitated.
EDUARDO PERAZA

12. NETWORKING &
MARKETING
Industry Events & Organizations
• Cigar City Brewing Hunahpu’s Day
‣ March 13th | Tampa, FL
• Central Florida Top Brewer’s Fest
‣ May 2nd | Casselberry, FL
• Centermost Point Beer Festival
‣ January 18th | Orlando, FL
Digital Marketing
• Primary Content: Begin promoting my work, taking pictures of
displays I put up or new products I received that week. The goal is to
separate myself from Cavalier slightly so that my work can be seen.
• Primary Tools: FB and Twitter. Daily postings of new displays, new
products, featured products, reviews, promotions, etc.
• Website: Full Sail digital portfolio site to showcase school work;
use blog to showcase beverage industry knowledge and promote
Facebook and Twitter pages.

13. PROFESSIONAL
DEVELOPMENT
Mentor
• Seek advice form senior beverage industry professionals, take
detailed notes and apply techniques- ongoing
Formal Education
• Complete Digital Marketing, B.S. by expected graduation
date in 2022
Technical Skills
• SEO Foundations - Lynda.com, May 2021
• WordPress 5 Essential Training - Lynda.com, May 2021
• Minitab- September, 2020
Soft Skills
• Persuasive Coaching and Persuasive Selling - Lynda.com,
Jan. 2021
• Word Processing Software - Lynda.com, Dec. 2020
• Join local Libation Collective and regularly attend monthly
events, starting Mar. 2020
• Time Management - Lynda.com, Nov. 2020

14. Eduardo Peraza
You know how it’s difficult to decide what products to
display, where to display them, how to arrange them? Well, what I do is
monitor the market to see what people want right now and how they want it, In fact,
the displays I build have become exponentially more successful since I took them
over from the last person.
“

15. REFERENCES
Gilkes, C. (2019) Charlie Gilkes Explains How To Run A
Successful Bar In London. Retrieved From: https://
www.forbes.com/sites/bridgetarsenault/2019/01/15/charlie-
gilkes-explains-how-to-run-a-successful-bar-in-london/
#147effc84ce2
Hernandez, J. (2020). LinkedIn Profile. Retrieved From: https://
www.linkedin.com/in/jayjhernandez/
Johnson, B. (2020). LinkedIn Profile. Retrieved From: https://
www.linkedin.com/in/bwjohnson26/
Putnam, K. (2020). The Girl/Guy Next Door. Retrieved From:
https://www.kayeputnam.com/brandality-archetype-everyman/
ONet Online. (2020). Sales representative, Services, All Other.
Retrieved From: https://www.onetonline.org/link/summary/
41-3099.00
ONet Online. (2020). Market Research Analyst and Marketing
Specialists. Retrieved From: https://www.onetonline.org/link/
summary/13-1161.00#menu
ONet Online. (2020). Marketing Managers. Retrieved From:
https://www.onetonline.org/link/summary/11-2021.00