CASSIE CARROLL
Chicago
Summary
On-premise account and activation leader with over 6 years of experience at Diageo Beer Company, adept at implementing national strategies into effective regional initiatives. Demonstrated success in collaborating with Sales, Brand, and Marketing teams to enhance distribution and execution quality. Achieved significant improvements in rate of sale (ROS) and spend efficiency across diverse multi-state markets.
Overview
13
13
years of professional experience
Work History
Regional Activation Manager
DIAGEO BEER & Pre-Mix COMPANY
01.2019 - Current
- Lead multi-state on-premise channel and account execution plans aligned to national Beer & Pre-Mix priorities, Brand Team strategies, and Commercial Marketing objectives
- Partner cross-functionally with Brand Teams, Commercial Marketing, Regional Directors, distributors, and field activation agencies to translate strategy into executable market plans
- Drive distribution expansion and ROS growth through visibility programs, menu placements, and targeted activations
- Identify and prioritize key regional and destination accounts for incremental investment and programming
- Manage regional activation budgets aligned to AOP priorities, ensuring efficient allocation of trade and A&P spend
- Deliver execution adherence across 90%+ of programmed accounts, strengthening quality and brand standards
- Support high-visibility programs reaching ~15K–20K consumers per activation window and contributing to 5–10% ROS lift in priority accounts
Sales Specialist
DIAGEO BEER COMPANY
Illinois
11.2012 - Current
- Drove distribution growth and velocity for Guinness brands through effective promotional programs and displays.
- Conducted tastings, festivals, and promotions to enhance brand engagement and encourage product trials.
- Assisted in developing marketing strategies for new product launches to maximize market impact.
- Engaged customers to elevate brand awareness and improve product knowledge.
- Cultivated relationships with key decision-makers and influencers within assigned territories.
- Collaborated with three distributor sales organizations to support on- and off-premise accounts.
Marketing Manager
Fadó Irish Pubs
- Spearheaded regional marketing strategies across multiple pub locations to increase brand engagement.
- Collaborated with operators to drive traffic and enhance programming initiatives.
- Executed promotional campaigns that boosted customer participation across various venues.
Education
Associate of Arts - Fine Arts
Kent State University
Kent, Ohio, OHSkills
- National and regional account execution
- Brand management
- Customer engagement
- Data analysis
- Team collaboration
- Project management
- Customer relationship management (CRM)
- Documentation and reporting
- On-premise channel strategy
- Distributor collaboration
- Joint business planning
- Budget and A&P management
- ROS and distribution growth
- Cross-functional leadership
- Microsoft Excel
- Microsoft PowerPoint
Timeline
Regional Activation Manager
DIAGEO BEER & Pre-Mix COMPANY
01.2019 - Current
Sales Specialist
DIAGEO BEER COMPANY
11.2012 - Current
Marketing Manager
Fadó Irish Pubs
Associate of Arts - Fine Arts
Kent State University