Lucy Bearman

Driving the global growth of Campo Viejo by expanding distribution across priority and emerging markets and leading brand and marketing strategies to increase visibility, relevance, and premiumisation - accelerating share growth and reinforcing Campo Viejo’s position as the no.1 global Riojan wine brand. Leading the global transformation of Australian wine brand Hardys by evolving its positioning, packaging, communications, and execution to restore the iconic Australian wine as a modern, culturally relevant market leader.

As the Wine and Champagne Portfolio Director, I oversee the strategic development of the premium wine and luxury champagne brands. My role involves managing end-to-end portfolio performance, from driving brand equity and market share to overseeing innovation pipelines and product launches. I collaborate closely with cross-functional teams to ensure alignment on business objectives, while also maintaining a deep understanding of consumer trends and market dynamics to inform our strategy. With full P&L responsibility, I lead the development of long-term growth plans, ensuring that each brand in the portfolio is positioned for sustained success in an increasingly competitive market. I now also work across the wine transition project for the Northern European market.

As Brand Director for the Gins and No-Low portfolio, I led the strategic vision and execution for a range of innovative, high-growth brands. I oversaw brand development, and managed product launches, focusing on both premium gin offerings and the emerging no-low alcohol segment.

Led a team of insights, strategy and NPD experts - delivery the company strategy and streamlining the company's Gate Process with a cross-functional team to create a bespoke, automated innovation process integrated with Insights to deliver a faster & efficient approach across Wines, Spirits & Champagne

I led a team of 22 Customer Marketing and Category Managers to deliver customer-centric growth strategies with trade marketing and category solutions into the on and off trade. I led the development and execution of sales and partnership initiatives working closely with key retail partners to optimise plans. I led the supplier relationships including contract negotiations and procurement for trade marketing and category data suppliers e.g. Kantar, dunnhumby, Nectar, Nielsen, CGA. My role also involved close collaboration with brand marketing to facilitate a joined up, frictionless consumer path to purchase.

• Defined and executed the wine brand strategy for Pernod Ricard, leading major initiatives such as the 5-year Wimbledon Partnership and the 3-year Campo Viejo Streets of Spain experiential event at London’s Southbank. • Managed a team of brand and digital marketers, driving the development and execution of strategic and annual marketing plans. This included building a robust digital ecosystem that significantly grew digital assets, enhanced engagement, and secured the no. 1 e-commerce market position for Pernod Ricard’s core wine brands. • Oversaw the selection and evaluation of key agencies to ensure ongoing efficiency and expertise in campaign delivery. • Acted as the key liaison with global and local senior stakeholders, ensuring brand guidelines and DNA were consistently implemented across markets. • Spearheaded the launch of multiple new product developments, including Campo Viejo Garnacha and Blanco, Brancott Estate Sauvignon Gris and Terroir from New Zealand, and Graffigna from Argentina.

Managed a team responsible for development and implementation of marketing & innovation plans across EMEA markets collaborating with distributor teams and delivering growth YOY in Germany, Benelux, Switzerland, ME & Nordics.

Developed and implemented luxury strategy leading to continued value growth of Penfolds in EMEA markets and ensured optimal value allocation of scarce wine resource Led world-first wine tasting webcast broadcast from Vinexpo to 10 markets globally delivering extensive coverage world-wide

Delivered marketing campaigns & secured multiple new listings & growth despite operating in a dark market. Led strategic brand development, innovation and activation plans with in-market distributors.

Developed & implemented annual B-2-B marketing plans Won Southcorp (Treasury Wine Estates) corporate prize for Qantas Partnership Developed marketing strategy, positioning and creative assets to grow emerging Devil’s Lair brand to 200K 9le

London based full-service marketing agency looking after TFWA and Allied Domecq Duty Free accounts. Responsible for growing the TFWA business YOY Launched Ballantine’s NPD in multiple markets globally within Travel Retail

Marketing Qualification with CIM