SHELLY L. MAHY
ST. JAMES,Barbados
Summary
A seasoned professional with over 30 years of experience interacting with senior-level stakeholders across diverse industries and the public sector. Highly skilled in sales marketing, merchandising, event planning, and fine dining services. Proficient in Microsoft Office Suite with certified expertise in communication and customer service. Recognized for a self-motivated, dependable work ethic and exceptional communication skills. Proven ability to handle sensitive and confidential matters with professionalism.
Overview
24
24
years of professional experience
Work History
Senior Brand Manager
MASSY DISTRIBUTION LTD
01.2019 - Current
- Liaising with existing suppliers and negotiating contracts
- Translating brand strategies into brand plans, brand positioning and go-to-market strategies
- Oversee marketing and advertising activities to ensure consistency with product line strategy
- Planogram creation
- Merchandising planning
- Merchandising guidance
- Distribution planning
- Preparing and managing an annual marketing budget
- Conducting market analysis and evaluating promotion methods to ensure product competitiveness
- Effectively managing the relationship between the company, its suppliers and customers
- Monitoring market changes, competitor activity and competitor products
- Measuring and reporting on the performance of all marketing campaigns and assessing against goals (ROI and KPIs)
- Identifying market opportunities
Brand & New Business Development Manager
BRYDEN STOKES LTD
05.2016 - 01.2019
- Plan, develop, implement and monitor marketing plans and budgets to ensure achievement of budgeted sales and gross profits for assigned brands
- Fully develop tactical marketing initiatives that are aligned with the marketing plan and move them through to successful execution
- Shrewd management of Advertising & Promotional budgets
- Conceptualise and execute strategies to exploit distribution and sales opportunities
- Work with the channel sales team to develop and achieve sales objectives
- Maintain positive relationships with suppliers and retailers
- Undertake market research and analysis and monitor competitive activity
- Analayse the current portfolio offering and determine gaps, work with suppliers to procure these products, analyse present competitors, determine the landing cost, the cost to consumer and develop a distribution plan
- Merchandising planning
- Strategise with external marketing partners to determine the brand image
- Conceptualise promotional campaigns designed to position the brands and dominate the market
- Create social media content
Sales Account Executive
CARIBBEAN LED LIGHTING
08.2015 - 04.2016
- Identify clients and build relationships with the goal of building a productive and profitable sales portfolio
- Conduct lighting surveys, to suggest to clients the best solutions for their lighting needs
- Prepare and submit to clients detailed proposals outlining recommendations
- Strategise market research initiatives to assess the competing lighting products currently available in the local market
- Procure new and innovative lighting solutions to keep our clients happy, by suggesting not only trendy but technologically current light solutions
- Key responsibility for increasing the distribution arm of CLL within the retail environment
- Strategise marketing initiatives to increase purchases of the lighting products within the local distribution arena
- Conceptualise merchandising standards inclusive of display standards
- The documentation and design of the merchandising planogram
- Responsible for the training of employees within the retail environment, creating external brand ambassadors
Director
ALLURE ENTERTAINMENT, Barbados
05.2010 - 09.2015
- Established an event planning and stage management company that focused on showcasing both local and regional talent
- Planned, managed and executed various special event projects
- Negotiated contracts with respective stakeholders; suppliers, performers, cultural agencies
- Arranged financial support through sponsorship initiatives
- Developed and managed the advertising strategy for all events
- Performed accounting tasks including payroll, accounts receivable, payable including payment to government agencies, e.g
- VAT, COSCAP
- Managed staff of up to 35 people from stagehands to executive chefs
Trade Marketing Executive
BRITISH AMERICAN TOBACCO C/O BRYDENS STOKES LTD
01.2015 - 08.2015
- Identify and strategise ways to increase the visibility of our brands whilst maintaining strict legal and social obligations
- Develop and implement trade marketing plans
- Establish and maintain a close working relationship with the trade
- To maintain a close working relationship with the supplier
- Communicate directly with the sales and merchandising teams regarding sales, merchandising and brand visibility opportunities
- Optimise brand presence through marketing, merchandising and promotional programs
- Analyse consumer behaviour, trends and competing brand activity
- Report on performance monthly; inclusive of all promotional activity, sales trends and market analysis
- Manage a team of three mobile salesmen and two promotional girls
Specialty Sales Manager
WINE WORLD INC. Barbados
10.2013 - 10.2014
- Planned and executed sales targets, to ensure desired growth
- Grew sales amongst the trade accounts, corporate and real estate customers
- Established new customer relationships and provide them with superior customer service
- Analysed market and visited customers regularly to ensure quality of service
- Managed in store merchandising display sales
- Planned and produced all Wine World events (incl
- Ambrosia of Barbados Food Wine & Rum Festival)
- Documented and presented advertising proposals to suppliers for the bi-annual catalogue
- Assisted with the coordination of wine knowledge seminars for the butlers and staff of our real estate customers
Supervisor
HUGO BOSS, Barbados
04.2013 - 10.2013
- Service customers required men's wear needs
- Conceptualise new marketing ideas to drive stores' revenue
- Produce daily sales reports
- Maintain sales records for inventory control
- Answer customers' queries and concerns
Marketing & Promotions Manager
CAGE BARBADOS INC, Barbados
04.2010 - 06.2012
- Conceptualised marketing plans and budget proposals
- Prepared all communication materials circulated to the public
- Sourced and trained a promotional team in communication skills, customer service and product knowledge
- Maintained hands on knowledge of market trends with weekly site visits
- Responsible for reviewing and approving sponsorship financing
- Reconciled customer accounts and responded to queries
- Developed and managed the social media portfolio
- Established a close relationship with design and print companies to obtain point of sale articles
Immigration Officer II
THE BARBADOS IMMIGRATION DEPARTMENT
05.2000 - 04.2010
- Possessed sound analytical skills required to review visa requests made by international travellers
- Sound judgment and decision-making skills when dealing with complex situations
- Demonstrated proficiency in communicating decisions both written and verbal
- Prioritised and organised high volumes of applications daily as required to meet strict deadlines
Education
Bachelor of Arts - Literatures in English
THE UNIVERSITY OF THE WEST INDIES
Barbados01.2005
A Level - Management of Business and Accounting
QUEENS COLLEGE
Barbados01.1998
Caribbean Examination Certificates - English Language, English Literature, Mathematics, French, Geography, Principals of Business, Office Procedures, Principals of Accounts
THE CHRIST CHURCH FOUNDATION SCHOOL
Barbados01.1991
Skills
- Proficient in the complete Microsoft Office Suite
- Advertising Management
- Consumer insights
- Product Management
- Sales Support, Monitoring and Strategy
- Competitor Analysis
- Budget formulation
- Promotion development
- Brand positioning
- Client experience management
- Campaign Planning
- Category growth
- Market Analysis
References
- Mr. Gilbert Greaves, (246) 428-3658
- Miss. Sheila Reece, (246) 416-7747, reemac@caribsurf.com
- Mr. Ian Estwick, (246) 253-4239, ianest@caribsurf.com
Timeline
Senior Brand Manager
MASSY DISTRIBUTION LTD
01.2019 - Current
Brand & New Business Development Manager
BRYDEN STOKES LTD
05.2016 - 01.2019
Sales Account Executive
CARIBBEAN LED LIGHTING
08.2015 - 04.2016
Trade Marketing Executive
BRITISH AMERICAN TOBACCO C/O BRYDENS STOKES LTD
01.2015 - 08.2015
Specialty Sales Manager
WINE WORLD INC. Barbados
10.2013 - 10.2014
Supervisor
HUGO BOSS, Barbados
04.2013 - 10.2013
Director
ALLURE ENTERTAINMENT, Barbados
05.2010 - 09.2015
Marketing & Promotions Manager
CAGE BARBADOS INC, Barbados
04.2010 - 06.2012
Immigration Officer II
THE BARBADOS IMMIGRATION DEPARTMENT
05.2000 - 04.2010
Bachelor of Arts - Literatures in English
THE UNIVERSITY OF THE WEST INDIES
A Level - Management of Business and Accounting
QUEENS COLLEGE
Caribbean Examination Certificates - English Language, English Literature, Mathematics, French, Geography, Principals of Business, Office Procedures, Principals of Accounts
THE CHRIST CHURCH FOUNDATION SCHOOL
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