KARLENE PALMER-MCLEOD
Global
KARLENE PALMER-MCLEOD
EXPERIENTIAL MARKETING
Karlene’s Journey began in the UK, delving into TV production before venturing into the dynamic realm of events. Her passion for exploration took her across the pond to the United States, where she immersed herself in the world of marketing.
With over 15 years of expertise in luxury spirits, entertainment and lifestyle branding, Karlene specializes in crafting unforgettable experiences through experiential marketing. Her diverse skill set spans from field marketing and PR to brand management, consistently breathing life into brands visions through engaging activations and compelling storytelling.
Currently serving as the Senior Experiential Manager at Proximo Spirits, Karlene adeptly manages multiple agencies and leads cross- functional teams through project management for a portfolio of 15 top spirits brands. She has spearheaded the introduction of event ROI measurement tactics and software across all brands, ensuring strategic insights into campaign effectiveness.
Karlene’s recent career highlights include orchestrating initiatives during prestigious cultural moments and sporting events such as The Latin Grammy’s, The Super Bowl, The US Open and launching new brands such as Kevin Hart’s Cristalino Tequila. Notably her work on Iconic brands like Jose Cuervo and 1800 Tequila has garnered industry accolades increasing consumer awareness.
Karlene's diverse portfolio includes collaborations with renowned brands such as Remy Cointreau, Mount Gay Rum, Bruichladdich Whiskey, The Botanist Gin, BBC, Adidas, Nike, Stoli USA, Booking.com, Air Wick, Avion Tequila, Jägermeister, Diageo-Smirnoff, Jose Cuervo, 1800 Tequila, Kraken Rum, Bushmills Irish Whiskey, Gran Coramino, Stranahan’s Single Malt, Proper 12 Whiskey, and Maestro Dobel Tequila.
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EMPLOYMENT HISTORY
NOV 2023
Head of Experiential , Proximo Spirits, New Jersey
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Lead all experiential activity alongside brand teams, including national sports sponsorship activation's, music tour sponsorship activity, music festivals, and brand-owned events
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Development of experiential ROI measurement system
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Sports partnerships -PGA Tour, Mexico National Team, NBA and NFL team sponsorship's
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Management of Multi- Million dollar fabrication and program builds and budget management
APR 2021
Account Director, The Mixx NYC, New York
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Creative strategy development
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Campaign launch
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Client relationship management
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Production/Content/Experiential
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Playbook Development
JUN 2019 - MAY 2020
Director of Experiential Marketing, Strong Outdoor, NYC
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Create premium visual experiences that bring the brand to life and engage with target consumer
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Project/ Budget management
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Secure new business opportunities and develop client relationships
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Collaborate with functional leads to build solutions that drive results for clients
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Identify key data points, measurements and KPIs to show the impact of our approach and strategy on meeting client objectives
JAN 2019 - JUL 2020
Director of Experiential, Meritage Entertainment, USA, Nationwide
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Sponsorship procurement lead in AOR pitches
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New Business Development- Creation of RFP proposals for potential clients
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Creative strategy ideation for Nationwide programming and tours
MAY 2018 - JAN 2019
Brand Manager, Stoli, USA, NYC
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Lead Strategic brand planning, program development and implementation (SWOT analysis, “go-to-market” strategies, prioritizing greatest volume opportunities, data analysis from DISCUS and Nielsen)
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Brand Planning - development and implementation of Annual Brand Plan
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Communication - Deliver product launch presentations, brand strategies and sales materials to assist in the sell-in and implementation of marketing priorities
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Development of sales marketing materials and POS to communicate promotions effectively and direct and execute consumer programs / activation projects including tracking budgets, supervising third parties and agencies.
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Creation 360 product launch strategies with strong emphasis on brand messages, visuals, social media and content for campaigns
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Gate keeper of the brand to ensure consistent brand voice and global image across all consumer touch points
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People Management - Cross functional management of in house Events, Social, and third party PR, digital and Experiential promotional agencies
MAY 2018 - JAN 2019
Brand Manager, Stoli, USA, NYC
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Event Management: developing and implementing multiple event programs for brand portfolio, targeting multiple audiences across trade, media and consumers.
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Program Development: supporting marketing teams to improve brand strategy and tailor activation program accordingly
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PR agency management: lead management of PR & events third party agencies
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Budget management: monitoring marketing spend on key activation's
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Relationship building: build direct relationships with influencers, brands, vendors and internal teams to drive the business objectives
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Education: Training and support of 7 Brand Activation Managers (BAMS) with focus on growth of niche brands in key craft accounts within local markets. Training to bring brand to life with educational dinners, mixology training, consumers interactive events and agency desk side presentations.
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Communication: direct liaison for brand to Field Marketing to assist with execution of marketing programs, ensuring efficiency and consistency and feedback was delivered to Brand team.
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POS Development: Based on trade insights developed innovative POS such as LCD shelf talkers, and educational materials for BA's.
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Agency Management: Management of multiple creative and execution agencies including budgeting and briefing process
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Global Support: Worked in partnership with the Global CRM team to share best practice and learning in the US for the benefit of the Global CRM network