Personal Brand Exploration

1. PERSONAL BRAND EXPLORATION
Yolanda Ward
Project & Portfolio I: Week 3
July 26, 2019

2. The second oldest of five siblings, Yolanda Ward
grew up in the small town of Racine, Wisconsin.
Yolanda lost her mom at a young age, which
made her grow up faster than most teenagers
her age. After her mom passed she took on the
role of guardian for her younger siblings. This
made Yolanda become more responsible , able
to deal with adversity, and learn how to be a
leader and take charge. Yolanda worked in the
healthcare field for 20 years as a certified
nursing assistant before enrolling at Full Sail
University. During her time there she became a
wine connoisseur. Yolanda is earning her
Bachelors in Entertainment Business where she
is focusing on developing business and
entrepreneurial skills.
IDENTITY

3. PROFESSION
Potential Job Titles
• Sales Manager
• Buyer and Purchasing Agent
• Logistician
Girl/Guy Next Door Archetype: by
being hardworking, relatable, and
accessible I will be able to build
relationships that will last a life time.
My strong values and commitment will
make me an asset to Southern
Glazer’s Wine & Spirits.
Sales Manager for Wine Distributor

4. Demographics: 80% Female, 37-55 years
old, Predominately Hispanic, College
Educated, Located in Southern Florida
Psychodemographics: Enjoys spending time
with their friends, very family orientated, can be
conservative and very opinionated
Ideal Audience: Wanda Bryant-Counts, Talent
Acquisitions Manager (SGWS), Annette Monk,
National Corporate Director of Talent
Acquisitions
(SGWS), Janelle Brice, Executive Sourcing
Specialist
(SGWS).
Recruitment Specialist at SGWS, RNDC, and Breakthrough
Beverage Group
TARGET AUDIENCE

5. GOALS
Short Term-(2021)
• Land an entry-level position at SGWS as a Project Coordinator
• Connect with at least 50 of SGWS on LinkedIn by November
24, 2021 with my event plans for the upcoming year.
Mid Term-(2026)
• Head a successful campaign by increasing sales in my
specific region
• Increase my sales yearly by at SGWS by 25% in other
marketed territories by January 1, 2027
Long Term-(2035)
• Become a winery owner and promote my brand of wines
called Jusc Juiz
• Learning every spect of the wine industry and secure
partnerships with notable influencers in the wine
community, open my first winery by November 24, 2035.

6. SKILLS ANALYSIS
Notable Skills & Current
Proficiencies:
Notable Skills REQUIRED in TRADE & Current
Proficiencies:
Data Analysis 65%
Customer Service 70%
SOFTHARD
CRM Software
10%
ERP 5%
Public Speaking
20%
SOFTHARD
Persuasion 10%

7. I help wine and spirits distributors increase
sales by tapping into new markets of wine
connoisseurs and new consumers.
PROMISE

8. CREDENTIALS
Work Experience
• 20+ years in Customer Service
• 3 years as aTasting Room Attendant
Education
• Entertainment Business, B.S., Full
Sail University, Spring 2021
Awards
• National Society of Collegiate
Scholars

9. COMPETITION
Quapri Pitts
Industry Experience:
• Currently working as a Customer
Service Representative at a
mortgage firm.
•
Education:
• M.S. and B.S in Entertainment Business from Full
Sail University.
•
Leadership Experience:
• Created forms, documents, and spreadsheets that
kept the organizations events, protocols, and
obligations organized in a way that made managing
them more efficient.
•
Skills and Proficiencies:
• Microsoft Office- 8 endorsements
• Social Media- 8 endorsements
• PowerPoint- 6 endorsements
Yolanda Ward
Overall Online Presence:
• Less than 200 connections, banner image not
customized, URL not yet customized, headshot not
professional
• Grade: Average, 50 out of 100
Industry Experience:
• 20 years of Customer Service
Education:
• Current student enrolled in Entertainment Business,
B.S. at Full Sail University
Leadership Experience:
• Supervised over 50 CNA’s
Skills and Proficiencies:
• Customer Service- 0 endorsements
• Microsoft Word - 0 endorsements
• Data Entry - 0 endorsements
Overall Online Presence:
• Less than 100 connections, banner image customized, l
headshot not professional, no articles published,
sporadically active on personal social media accounts,
URL not customized
• Grade: Poor, 5 out of 100

10. COMPETITION
Jessah Diaz
Industry Experience:
• 7 years of managerial experience, 2
year as a Sales Consultant at SGWS
Education:
• Sports Media and Marketing B.S., 2015
• William Esper Studio, 2010, Certification of Completion,
Meisner Technique
• American Musical and Dramatic Academy, A.A.,
Musical Theatre, 2002
Leadership Experience:
• Events Manager- Implemented Social Media strategies
and marketing material for a hospitality group.
Skills and Proficiencies:
• Social Media Marketing - 45 endorsements
• Social Media - 33 endorsements
• Marketing - 30 endorsements
Yolanda Ward
Overall Online Presence:
• 500+ connections, banner image not yet customized,
polished headshot, 1 published article, 3
recommendations, volunteer work, URL not yet
customized,
• Grade: Good, 60 out of 100
Industry Experience:
• 20 years of Customer Service
Education:
• Current student enrolled in Entertainment Business,
B.S. at Full Sail University (exp 2021)
Leadership Experience:
• Supervised over 50 CNA’s
Skills and Proficiencies:
• Customer Service- 0 endorsements
• Microsoft Word - 0 endorsements
• Data Entry - 0 endorsements
Overall Online Presence:
• Less than 100 connections, banner image customized, l
headshot not professional, no articles published,
sporadically active on personal social media accounts,
URL not customized
• Grade: Poor, 5 out of 100

11. BRAND POSITION
Being that friendly soul that will come to you
with open arms that always has your best
interest at heart.
YOLANDA WARD

12. NETWORKING &
MARKETING
Industry Events & Organizations
• Annual Alcohol Beverage Importers & Distributors
Conference
‣ May 26, 2020| New York, NY
• FirstLeaf Wine Club
‣ Membership by December 31, 2020
• Annual Wine & Weed Symposium
‣ August 9-10, 2020 | Santa Rosa, CA
Digital Marketing
• Primary Content: create a vlog called “Jeucin with Yola”; 30
min. episodes tasting different kinds of wine and pairing them
with certain foods; 1 episode per week on YouTube and
Facebook.
• Primary Tools: FB, Instagram, and YouTube - promote my
vlog through 60 sec. promo videos; LinkedIn - network with
industry pros and publish weekly video’s highlighting my
content and knowledge of wine flavors
• Website: Full Sail digital portfolio site to showcase school
work; use vlog to showcase my knowledge of wine and vlog
episodes

13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking senior-level manager with at least 15 yrs of
experience in wine industry; strong minded woman
who has a strong vision, knows her direction and where
she is taking the company July. 2025
Formal Education
• Complete Entertainment Business, B.S. by expected
graduation date in 2021
Technical Skills
• HubSpot CRM; complete all CRM courses through
HubSpot Academy, Dec. 2020
• Salesforce For Sales Manager- Lynda.com, May 2020
• Becoming An Entrepreneur- HubSpot.com, Jan. 2020
Soft Skills
• Logistics Foundation- Lynda.com, Mar. 2020
• Making Great Sales- Lynda.com, Jan. 2020
• Join local AA-ISP and regularly attend monthly events,
starting Jun.. 2020
• Public Speaking - Lynda.com, May. 2020

14. Yolanda Ward
You know how wine sales have been dwindling
from 2020 to 2025? Well what I do is make high
quality wines at affordable prices that meet
consumers needs. I use Chardonnay grapes from Blanc, France, which
increases the flavors of wines that tingle the palette. In 2025 I took the
sales of Jusc Jeuce from 23% in sales to a 45% increase of sales by 2030
and the majority of those sales came from new consumers.
“

15. REFERENCES
Pitts, Q (2019). Quapri Pitts LinkedIn Profile. Retrieved
July 26,2019, from https://www.linkedin.com/in/quapri/
ONETOnLine.org. (2019). Summery Report from:11-2022.00
Search Sales Manager. Retrieved July 25, 2019, from
https://www.onetonline.org/link/summary/11-2022.00.
SGWS Career Site. (2019). Manager, Business Insights-
Multicultural- Job Description. Retrieved July 25, 2019,
from https://jobs.southernglazers.com/job/miami/manager-
business-insights-multicultural/1065/1208410.
SGWS. (2019). SGWS Company Website on LinkedIn. Retrieved
July 25, 2019, from https://www.linkedin.com/company/
southern-wine-&-spirits/life/b4c4fd79-70fe-4fd7-b398-
af6693750987/
Diaz, J (2019). Jessah Diaz LinkedIn Profile. Retrieved July
26, 2019, from https://www.linkedin.com/in/jessahdiaz/detail/
photo/.
SGWS Career Site. (2019). Business Analyst-Job Description.
Retrieved on July 26,2019, from https://
jobs.southernglazers.com/job/miramar/business-analyst/
1065/11991999
Eventbrite.com. (2019). 2020 Alcohol Beverage Importers &
Distributors Conference. Retrieved July 30, 2019, from
https://www.eventbrite.com/e/2020-alcohol-beverage-
importers-distributors-conference-registration-63372590123
Young, Nick-Wine Industry Network. 3rd Annual Wine & Weed
Symposium. (2019). Retrieved July 30, 2019, from http://wine-
weed.com/nc/
Firstleaf Website. (2019). Membership, Retrieved July 30,
2019, from https://www.firstleaf.club/how-it-works