1. Joanne Birkitt BSc(Hons) DipM ACIM
Joanne Birkitt is a classically trained brand marketer with over 19 years’ experience of building market
leading mainstream and super premium brands.
Starting in classic FMCG environments with Johnson & Johnson and Coca-Cola, Joanne’s niche soon
developed as taking incubator brands and developing their strategic, commercial and experiential plans
which would enable them to grow into the next stage of their lifecycle – brands such as Acuvue, Coca-
Cola, Sprite, Relentless Energy drinks, Appletiser and Schweppes. As well as developing strategy,
Joanne’s creative strength saw the re-launch of Schweppes with a multi-million TV and marketing
campaign, NPD development within adult soft drinks and multiple consumer experiential and lifestyle
platforms and partnerships.
During her time at Coca-Cola, Joanne’s expertise within the On Premise and her network within the
drinks industry lead to strategic partnerships being built with Bacardi and Diageo and a cross category
approach to reforming the alcohol and soft drinks industry within the UK.
This expertise lead to being head-hunted by Sagatiba, owned by a Brazilian entrepreneur, to develop the
brands presence in the UK and following the success of building Sagatiba to be the No 1 Premium Cachaça
brand, Joanne joined William Grant & Sons to head up Russian Standard Vodka. During her time building
Russian Standard to its No. 1 super premium position, Joanne ‘s focus and tenacity saw a solid 5-year
strategy being built and a key focus on building brand connections with consumers. Through influencing
brand owners as well as internal stakeholders, Joanne developed the first Global experiential platform
and Global TV campaign for Russian Standard as well as launching digital platforms, a CRM program,
media sponsorships and key partnerships within Fashion, Film and Music.
The next move with William Grant & Sons took Joanne to the US, the biggest and most diverse spirits
market in the world, to head up Hendrick’s Gin. Through her ability to match consumer and commercial
goals and build solid strategic plans, Joanne saw Hendrick’s growth exceed the category by over 25%.
Her unique creativity and passion for building consumer connections saw Joanne win numerous industry
accolades including achieving Gold ahead of brands such as AMEX at coveted ABA Stevie Awards. Joanne
was quickly promoted to Director where she managed a portfolio of super premium brands and worked
with brand owners and partnerships across Milagro Tequila, Lillet and Bols as well as Hendrick’s.
Fuelling her entrepreneurial mind-set Joanne was next approached by BULLDOG gin, the world’s fastest
growing premium gin.
Joanne’s role at BULLDOG was laser focused; to establish it as the challenger brand in the world of white
spirits. Already the world’s fastest growing premium gin and the fourth largest premium gin in the world,
Joanne and her team continued to build on the strength of the brand and bring its modern take on
London dry gin and British attitude to consumers in the world’s most important gin markets. Marketing
activity was focused on shaking up category norms through a new bold and provocative brand identity.
As well as innovative partnerships and lifestyle influencer choices she worked closely with key players
across the on-trade to help educate consumers on BULLDOG’s credentials as the smooth balanced gin
with multiple layers of flavour for maximum mixability.
Today Joanne is still carving her entrepreneurial path with her company Argent White where she is
consulting for large and small companies across various projects which include: -
1. Developing launch strategies and positioning for a fresh and modern Mezcal, one of the hottest
categories for growth within the alcoholic drinks sector.
2. Creating strategy and new revenue streams for a leading creative solutions agency utilising
artists as influencers working direct with brands for greater creative synergy and impact
3. Establishing a new lifestyle focused business within the drinks sector to support innovative NPD
drinks brands for the future.

2. 4. Building an industry leading training program for the security sector which leverages partnership
marketing principles.
5. Utilising her own experience to coach, motivate and enable senior leaders and type-A over
achievers to achieve a balanced and heart-led life at home and work.
Joanne Birkitt CV
Argent White 2013 - Present
 Founder and creatist
BULLDOG Gin 2014 - 2016
 Vice President - Global Marketing
William Grant & Sons 2009 - 2013
 Category Marketing Director - Hendrick's, Milagro, Lillet & Bols. New York.
 Senior Brand Manager - Hendrick's Gin. New York.
 Marketing Manager - Russian Standard Vodka. London.
Inspirit Brands 2008 - 2009
 Marketing Manager – Sagatiba Cachaça
Coca-Cola 2002 - 2008