سابرينا Belletti

Alchemy Asia is home to one of the most impressive portfolios of fine drinks brands exclusively distributed across Thailand:
* The Edrington Group (The Macallan, Highland Park, The Glenrothes, Naked Grouse…)
* Proximo Group (Jose Cuervo, 1800 Tequila, Bushmills Irish Whiskey, Kraken Rum…)
* Campari Group (Campari, Aperol Spritz, Appleton Rum, Wild Turkey Bourbon…)
* Remy Cointreau (Remy Martin, St Martin, Louis XIII Cognac, Cointreau, Botanist…)

As the Marketing Manager at Alchemy Thailand, I manage multiple high-end spirit portfolios for the Thai market, ensuring each individual brand is consistent with it's brand positioning, speaks in its own tone and personality while reaching it’s target consumer both on and off premise.
+ Managing a team of brand and marketing executives, as well as the brand ambassadors for each portfolio/brand
+ Planning and organizing consumer activities, launches, masterclasses, events (small and large scale) trainings, education, competitions, guest shifts etc, to meet KPI’s set out
+ Developing the look and feel of brands in both on and off premise environments and execute the implementation of merchandising
+ Managing and briefing event agencies, photographers and videographers to maximize output
+ Analyzing consumer, trade channel and category trends to identify future sources of growth for our portfolios
+ Conducting analysis and periodical reviews of the brand, competitive, category, customer and consumer trends to enhance the brand’s equity and marketplace performance
+ Working directly with the Brand Owners to deliver reporting, brand planning, strategy and financial outcomes as requested
+ Meeting deadlines and KPIs, whilst maximizing cost and considering budget restraints

Elements Management Group is a Saigon-based luxury hospitality and entertainment firm. Launched in 2017, it's sole aim is to redefine and set the benchmark for hospitality in Vietnam by creating the most unique and memorable experience for each guest.

Working as the Brand Manager & Marketing Manager, I oversaw the brand, creation, development, implementation and marketing of 6 brands including the umbrella group:

EMG - Elements Management Group
SKY XX - Garden & Lounge
PRIME XXI - Steak & Seafood
Lai - Cantonese Restaurant
Towa - Japanese Cuisine,
Song - Vietnamese Cuisine
+ Managed a team of designers, overseeing marketing and closely involved with operations
to ensure a consistent image through all the brands
+ Developed a creative plan to bring to life all the concepts from brainstorming brand names
to marketing implementation
+ Worked on defining the brand strategy for each venue and developed campaigns for bot offline and online tactics
+ Identified the target audience and defined strategy and tactics to reach them
+ Proposed entertainment style to be in line with each brand and to be unique in the market
+ Managed all internal and external creative work from: logos creation, brand guidelines, collaterals for each venue, print, packaging, digital and social platforms.
+ Worked with suppliers to ensure highest standard of output quality
+ Managed and directed photoshoots and video shoots
+ Proposed and executed creative solutions to stand out in the market
+ Assessed the needs and challenges of each venue proactively to propose effective solutions
+ Worked with our partners to a create a synergy between the strategy of each company to implement marketing activities and increase brand equity
+ Worked with media and digital agencies to create a digital and offline strategy for each venue
+ Worked with perfumers to create unique signature scents for each venue
+ Worked on weekly, monthly, ad hoc events

Hotelity is supplier of luxury items for 5* hotels and fine dining restaurants ranging from
Tableware, Glassware, Buffetware and Housekeeping products.
§ Development and implementation of the marketing calendar.
§ Identified new trends and key market opportunities.
§ Handled social media accounts and calendar for Instagram, Facebook, Linkedin.
§ Handled the complete revamping of the Hotelity website and ensuring it is SEO optimized.
§ Conceptualized the content creation for a new brand of glassware including hiring of beverage
consultant, creation of story behind the brand, photoshoot and art direction.
§ Collaborated with the Sales team to support and increase sales numbers through targeted
digital marketing, emailers and newsletters.
§ Organized the annual social event for CEO’s and upper management of the hospitality industry
during the Hotel show.
§ Responsible for the conceptualization, organization and realization of the event while ensuring
the core message is delivered and build a strong relationship with our key clients.

Group Hospitality is a start-up, homegrown group of restaurants created by simple people
who have traveled the world and eaten their way through it. The concept included 10 brands:

§ Researched key publics providing insight on consumer behavior.
§ Worked on campaigns such as: X-Fighters UAE 2012, Art of Motion Kuwait 2012, Red Bull
Quicket, business plans for UAE and Kuwait 2012.
§ Contributed to Art of Motion Kuwait 2011, which won a Gold and 2 Bronze awards at the Dubai
Lynx 2012.
§ Proposed strategy and tactics for Red Bull MENA, analyzed market and global market trends for
creative ideas to reach Red Bull’s broad market.
§ Researched and analyzed Kuwait market to provide consumer insight.