Open to opportunities

Shehann Caruth

@shehanncaruth

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Experienced marketing manager with a proven track record in brand growth.

Trinidad and Tobago

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What I'm looking for

I am looking for a role that allows me to leverage my marketing expertise in a dynamic environment, focusing on brand growth and innovative strategies.

I am a seasoned marketing professional with extensive experience in brand management and strategic marketing. My career has been marked by a commitment to driving brand growth and enhancing consumer engagement across various markets. As the Creative Director at Full Blow Entertainment, I developed a comprehensive brand identity and executed successful marketing campaigns that significantly increased audience engagement, achieving over 150 million YouTube streams.

Previously, as a Regional Marketing Manager for NESCAFE Caribbean, I led the brand-building efforts that resulted in a remarkable 10% organic growth in net sales in 2023. My strategic approach to consumer communication and digital engagement has consistently delivered profitable portfolio growth. I have a proven ability to manage multi-million dollar marketing budgets efficiently, ensuring that every dollar spent contributes to the overall success of the brand.

Throughout my career, I have successfully launched multiple products and campaigns, including a 360-degree marketing strategy for Lucozade that resulted in significant sales uplifts across 13 markets. My expertise in project management, negotiation, and team building has enabled me to create win-win situations and foster collaborative environments that drive results.

Experience

Work history, roles, and key accomplishments

Current

Creative Director

Current

Full Blow Entertainment

Sep 2024 - Present (9 months)

Developed brand and visual identity with a two-year outlook, including key pillars for success and core brand assets. Led concept ideation and development for short film series and music videos, encompassing brainstorming, mood boards, and visual direction. Managed all media communications and developed a social media strategy that tripled engagement year-to-date.

Brand Identity Visual Branding Social Media Strategy Content Creation Brand Management Marketing Strategy

Regional Marketing Manager – NESCAFE Caribbean

Nestle Anglo-Dutch Caribbean (ADC)

Jan 2023 - Sep 2024 (1 year 8 months)

Led brand-building and commercial responsibilities for the Coffee category, managing the Monthly Business Planning process with key stakeholders. Developed strong Consumer Communication and Digital Engagement strategies, and managed a multi-million dollar marketing budget. Achieved 10% organic growth in Net Net Sales in 2023 and 17% growth in the premium portfolio segment.

Brand Development Commercial Strategy Business Planning Budget Management Integrated Marketing Product Launch Portfolio Management Stakeholder Management

Regional Marketing Manager – Lucozade and Ribena Caribbean and Panama

Suntory Beverage & Food Europe (EECM - Benelux)

Jan 2019 - Dec 2022 (3 years 11 months)

Developed and implemented the Lucozade Laws of Growth Model in 13 markets, contributing to 4% growth in total NSV and a 10% increase in brand penetration. Developed and executed a Trade Marketing Strategy, resulting in Lucozade NSV 6% above target. Optimized A&P spend across 13 markets, driving cost efficiency and launching two new Lucozade Energy flavors.

Market Penetration NSV Growth A&P Optimization Product Launch Marketing Strategy Market Analysis Budget Management Sales Growth Brand Management

Marketing Manager – Diageo, ABInbev, Gruppo Campari, Coca Cola, Webb Banks

Kennedy’s Club Limited – Antigua (KCL)

Jan 2018 - Dec 2018 (11 months)

Designed, implemented, and facilitated an industry marketing plan for Antigua, enhancing KCL’s image and position within the Beverage distribution marketplace. Supported Brand Managers and Sales in meeting and exceeding specific segment targets with targeted marketing activities. Planned and administered KCL’s Marketing Operations budget in line with international suppliers’ marketing budgets.

Marketing Planning Positioning)Sales Support Event Marketing Market Analysis Brand Management Strategic Planning

Brand Manager – STAG & STAG Light BEER

Carib Brewery Limited

Sep 2014 - Oct 2017 (3 years 1 month)

Launched three major 360 brand campaigns for STAG & STAG Light BEER, implemented for both local and regional markets. Successfully launched Stag Light, the first line extension to the STAG brand, ensuring brand relevance and growth in the light beer category. Increased the brand’s social media footprint by over 200% and launched the first Corporate Social Responsibility Campaign for the brand.

Product Launch Social Media Marketing Corporate Social Responsibility Brand Management Market Expansion Brand Loyalty Strategic Marketing

Key Account Executive & HoReCa Specialist

West Indian Tobacco

Jan 2011 - Dec 2014 (3 years 11 months)

Managed assigned budgets efficiently to maximize asset utilization and ensured communication continuity in Top HoReCa locations through contract negotiation and renewal. Managed the execution and launch of New Product Introductions for Global Drive Brands. Reported and presented on customer, channel, and brand performances through in-depth sales analysis.

Budget Management Contract Negotiation Sales Analysis Customer Relationship Management Account Planning performance reporting Channel Management Strategic Planning

Marketing Coordinator

3M Interamerica Inc.

Jul 2008 - Dec 2010 (2 years 5 months)

Coordinated marketing activities for the Electrical Markets Division. Supported various marketing initiatives and campaigns. Assisted in the development and implementation of marketing strategies.

Marketing Coordination Marketing Support Campaign Management Marketing Strategy Data Analysis Communication Project Coordination Market Research Administrative Support Reporting

Education

Degrees, certifications, and relevant coursework

University of New Brunswick

Bachelor of Business Administration, Marketing Management & Human Resources Management

Concentrated in Marketing Management, completing courses such as Marketing Management, Customer Satisfaction & Loyalty, Consumer Behaviour, Sales-Force Management, Global Marketing, and Marketing Research. Also concentrated in Human Resources Management, successfully completing courses including Human Resources Management, Compensation Management, Employment Law, Human Resources Planning, and Nego