Carmen D'Ascendis

Grow shareholder value of Finlandia Vodka and Chambord Liqueur while building strong and enduring brands. Set the brands’ strategic business and consumer visions and collaborate with core regions to develop relevant marketing initiatives and commercial strategies, develop future marketing leaders and inspire teams to excel.

Led the global brand building of the Jack Daniel’s family of brands setting strategic creative direction, developing cut-through creative, portfolio innovation and home-place marketing. Managed five direct reports and creative, design, digital and PR agencies. Delivered three comprehensive campaigns to the US, contributing to a doubling of profit growth rates from 3% to 6%, and discrete creative to the UK, RSA, Australia, Japan, Mexico and Greece.

Developed and lead the brand’s Leverage, Expand, Accelerate, Develop strategy.

Brought regional perspective and insight to global brand and creative strategies. Built brand equity increasing the quality of future profitability. Developed local marketing talent introducing BF marketing principles, coaching and personal development mentoring.

Brought life to a new business model and set the strategy for future development. Reversed trends on all brands delivering profit growth for three consecutive years.

Lead a team of six seasoned Brown-Forman professionals, delivering over US$40m in operating profit. Changed the dynamic of global versus local, unleashing new ideas and reversing trends on our largest Brands.