Brand Strategy for [ yt ]

[ yellow tail ] is an Australian wine and one of the leading brands in the $4-8 price tier.

Role: Brand Management

Responsibilities: annual brand planning, competitor analysis, restage development, brand positioning, messaging strategy

About: Develop and execute winning brand strategies, including 360 marketing campaigns, new product innovation launches & line extensions, experiential, sampling, advertising, public relations, influencer campaigns, and digital marketing.

Collaborators: Internal - BTL Agency (Mars), Paid Agency (Havas), Creative Agency (Tombras), Influencer Agency (The Shelf), and internal stakeholders