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How to Build a Local Marketing Fund

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Brand building isn’t easy. It certainly isn’t cheap, but it isn’t impossible to achieve. Building your brand is an outcome based on solid planning, execution and follow up. Your plan is only as good as the resources dedicated to your goal, and maximizing your budget toward this goal will help you achieve it. Local marketing funds should be a percentage of your annual plan, adjusting for what you have accomplished already. This course discusses setting realistic goals through metrics, gross revenue expectations, spending commitments, and elements of a marketing plan. It includes information on preparing basic budgets with trackers, interacting with wholesalers and brokers, and evaluating the quality of your spending.

Learning Outcomes:
1. Determine how to match your goals with your planned expenses
2. Plan a budget
3. Track expenses around your plan
4. Evaluate the efficiency of your plan
5. Consider short-term and long-term scenarios


  • Jennifer Friedrichs

    Jennifer is a Kentucky based beverage professional with 13+ years of experience
    in the industry. In her current role as Regional Manager, Midwest at Disaronno
    International she coordinates the execution of fiscal goals and partners with the
    distributors on planning solution-based programs across a robust portfolio of
    International brands for open, control, and franchise markets.

    She previously worked at Uncle Nearest Premium Whiskey in the northeast as a
    Regional Manager overseeing business in control and open markets. Prior to
    working on the supplier side she worked on the distributor side for 10 years
    across multiple markets holding various positions such as Trade Development
    Manager where she planned out yearly plans and market budgets, and Retail
    Channel Director where she supported the commercial team by creating data
    driven sales tools and using local market intel to guide the retail team to over
    deliver on KPI's and Fiscal volume goals.

    In her free time, she enjoys spending time with her grand babies, traveling the
    world, weightlifting

  • Ashley Urbanksi

    Ashley is a Miami based beverage professional with 10+ years of experience in the industry. In her current role as Sr. Manager, Customer Marketing at BACARDI North America, Inc she plans solution-based programs for the On-Premise channel across a robust portfolio of brands for the national account as well as the local market commercial teams.

    She previously held roles on the BACARDI commercial team in the northeast and as Trade Development at the distributor, Southern Glazer’s Wine & Spirits where she has planned out yearly plans and market budgets in each role.

    In her free time, she enjoys boating, dry humor, and drinking Angel’s Envy Old Fashioned’ s earning her nickname “Old-Fashioned Ashley.”

  • Heather Shapiro

    Heather is a Pennsylvania based beverage professional with 14+ years of experience
    in the industry. In her current role as Control States Division Manager at RNDC,
    she is leading a sales team, managing supplier partners, and developing one of the
    top distributors in the country as RNDC is new to Pennsylvania as of this year.

    She previously held roles on the supplier side for 6 years at Sagamore Spirit
    managing all Control States and Delaware. Prior to that she spent 9 years at
    Southern Glazer’s Wine & Spirits, holding several roles in three different markets,
    and ending as the Director of Sales for the Pernod Ricard portfolio.

    In her free time, she enjoys traveling with her husband, the Philadelphia Eagles
    (GO BIRDS!) hanging with her pup, and indulging in delicious cocktails.

October 18, 2022
Tue 1:00 PM EDT

Duration 1H 0M

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