Enthusiastic and results-driven marketing professional with a deep passion for the FMCG and liquor industries. Solid track record in crafting and executing engaging marketing plans, managing multiple budgets, and collaborating with various partners, bringing a warm and proactive approach to every initiative. Impactful results through strong stakeholder management coupled with commercial acumen and consumer-focused mindset. Known for self-motivating and ability to juggle competing priorities.
Hi, I’m
Thalita Alves
Sydney,NSW
Summary
Overview
16
years of professional experience
Skills
- Liquor Industry
- Brand Marketing
- Shopper Marketing
- Commercial Acumen
- A&P and Budget tracking
- Project Management
- Stakeholder Management
- Cross Functional Collaboration
- High Work Ethic
- Strong Communication
Work History
Brown-Forman
Shopper Marketing - National Independent Retailers
05.2022 - Current
Job overview
- Full-year Bellow-The-Line (BTL) strategies for LMG, IBA, and Thirsty Camel, achieving incremental brand profits of 5-35% in every activity. Managed A&P spend, activity P&L, delivering on time, acting as the liaison between brand, sales, customers, and shoppers.
- Enhanced National Independents shopper marketing program by advancing planning sessions 6 months, allowing alignment and concept testing with customers, resulting in improved Advantage Survey scores and 'best in class' recognition by LMG.
- Devised and led two digital gamification platforms, generating ongoing costs savings of 100K AUD annually. This included front-end and back-end development, and can be re-skinned for various activities and channels.
- Drove incremental volume of nearly 250,000 cases of Jack Daniel's RTD 10 Pack in a declining dark RTD market by leading multiple customer-exclusive on-pack promotions. Manged cross-functional teams ensuring seamless execution and well-considered touch-points throughout the consumer journey.
- Led the development of a new channel-specific Measuring & Evaluation process, standardising procedures and reporting to enhance decision-making and assess BTL activity effectiveness. This tool will enable detailed data analysis and optimise plans before customer commitment.
- Led BTL rollout for new product developments (NPDs), covering strategy, planning, and execution across all channels. Managed customer activity, point-of-sale, and digital campaign to drive awareness and sales, ensuring successful market introduction.
Brown-Forman
Christmas Gift Packs and Co-Packing Lines
02.2024 - Current
Job overview
- Delivered 30 different lines as Project Owner of all Oceania gift pack and co-pack lines for the Brown-Forman portfolio, managing the end-to-end process for various gift packs, including Christmas. Local and global stakeholder management, meticulous planning, strong communication guaranteeing efficient delivery.
Brown-Forman
Assistant Brand Manager
05.2023 - 05.2024
Job overview
- Led Situation Analysis and F24 / F25 Brand Plans for Chambord, proposing strategic pillars based on latest SWOT to create relevant marketing strategies, focusing on internal resources to mitigate low resources allocation.
Brown-Forman
Shopper Marketing - On Premise
10.2020 - 05.2022
Job overview
- Reworked (Covid) full On Premise BTL strategy and budgets executing comprehensive plans for the channel, developing creative solutions to keeping brands top-of-mind in operating spaces, earning a Spirit of Excellence Award by Sales Director and Very Strong Performance rating.
- Delivered over 80 on-premise ad hoc projects, securing pouring contracts, cocktail listings, permanent visibility, and stronger customer relationships thorough adaptability, strategic prioritisation, and calm effective communication to translate ideas into actionable plans.
- Designed and implemented a user-friendly new budgeting system for spend tracking, which is still in place. Improved financial transparency, streamlined budget management, and enhanced real-time spending adjustments.
Brown-Forman
Brand Ambassador and Premium Business Development
04.2017 - 10.2020
Job overview
- Led a NSW super premium and influential accounts territory, achieving 5-25% annual growth through first pour contracts, menu listings and permanent visibility, increasing market share in small bars.
- Led consumer and trade education sessions and events, managing full planning and execution. Poured and talked whiskies to over 18.000 consumers and bartenders boosting product knowledge, brand love, and advocacy.
Various
Cocktail Bartender
01.2009 - 12.2017
Job overview
- Extensive experience as a Cocktail Bartender in Australia, with industry knowledge of brands, consumer preferences, flavours trends and effective product use.
Education
UTSSydney, NSW
Masters from Marketing
06.2025
University Overview
UTSSydney, NSW
Graduate Diploma from Marketing
06.2023
University Overview
UFPRBrazil
Bachelor Degree With Honours from Education
11.2006
University Overview
Accomplishments
Accomplishments
- 2023, 2024 - Winner of 'Spirit of Excellent'
- 2023 - Winner of cultural award 'Extraordinary Together'
- 2020, 2021 - Australian and Global Winner - Icons of Whisky (Whisky Magazine) American Whiskey Brand Ambassador Of the Year
- 2015 , 2016 - Australian Winner of multiple cocktail competitions including Altos Tequila Tahona Society
Affiliations
Affiliations
- Co-Chair and Member GROW Brown-Forman: D&I ERG focused in equal opportunities
Timeline
Christmas Gift Packs and Co-Packing Lines
Brown-Forman
02.2024 - Current
Assistant Brand Manager
Brown-Forman
05.2023 - 05.2024
Shopper Marketing - National Independent Retailers
Brown-Forman
05.2022 - Current
Shopper Marketing - On Premise
Brown-Forman
10.2020 - 05.2022
Brand Ambassador and Premium Business Development
Brown-Forman
04.2017 - 10.2020
Cocktail Bartender
Various
01.2009 - 12.2017
UTS
Masters from Marketing
UTS
Graduate Diploma from Marketing
UFPR
Bachelor Degree With Honours from Education
HOBBIES
HOBBIES
In my free time, I'm usually outdoors. I love being out and about, trying new adventure sports, and most definitely camping!
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