Sam Morrison
Director of Marketing · The Finnish Long Drink Co.
Denver, CO
In My Own Words
Dynamic Marketing Leader with over 7 years of experience in Brand and Shopper Marketing within the CPG industry. Proven success in driving go-to-market strategies, elevating brand visibility, consumer-centric marketing, and cultivating robust partnerships. Adept at bringing brands to life through compelling storytelling, design, and media.
Work Experience
Brand Manager
The Finnish Long Drink Co.2023 – Present
Drive Retail Marketing initiatives for Long Drink, implementing strategies to enhance product visibility, drive sales, and cultivate strong partnerships with retailers. Spearheaded national retail marketing programs, collaborating cross-functionally for integrated campaigns, resulting in an 80% YoY sales growth in 2023. Executed national shopper programs, leading to 4,000+ new points of distribution and a 125% increase in display activity across major retailers like Walmart, Total Wine, Alb/Sfy, and Kroger. Led development of POS organization. Manage external procurement, warehousing, and fulfillment partners and cutting annual costs by over $200k Forecast, allocate, control, reconcile, and effectively manage a $2 million trade marketing budget, landing within 1% of the budget each year. Led the development and execution of POS materials, aligning displays, signage, and in-store activations with brand objectives and campaign strategies to drive shopper engagement. Owned consumer-facing merchandise store growing sales by 200% YoY through owned and organic channels.
Director of Marketing
Craft Standard Enterprises2021 – 2023
Built and executed brand identity for a new batch cocktail brand, establishing a consistent presence across all marketing channels. Developed the brand identity in collaboration with a creative agency to ensure brand consistency across all marketing touchpoints. Led end-to-end marketing campaigns, surpassing annual revenue goals by 10% in the first year of distribution. Developed and implemented digital marketing (social/email) and PR strategies for demand generation. Identified core sales drivers within accounts to increase efficiencies, speed of service, and profits by over 20% for our customers. Collaborated cross-functionally for P&L growth, achieving consistent revenue growth and profitability.
