BRIAN A. ALAMANO

Okay, so I didn't exactly don the all-white shirt and pants combo, or make any house calls. However, I did spend my time strategically crafting up ways to engage consumers to try the protein enhanced beverage, Muscle Milk. For those who are unfamiliar with Muscle Milk, here is the "101" run-down. The Muscle Milk brand is a part of CytoSport, Inc., a premier sports nutrition company in the United States. Introduced in the year 2000, Muscle Milk has been CytoSport's top product for the past 14 years, and since 2004, has proven to be the leading brand category in ready-to-drink protein. Now that we have a clear understanding of the brand/product, let me highlight the responsibilities I executed with Muscle Milk in the Area Marketing Manager (AMM) role.

 

As an Area Marketing Manager, I was responsible for developing, managing, and executing a consumer education sampling program within the Orange County market. After successfully managing the Orange County marketing, I transitioned to the largest and most diverse market, commonly known as Los Angeles. The primary objective of the position was to continuously build the Muscle Milk brand through one-on-one consumer engagement, product trial, and education. In addition to strategically producing consumer interactions, my responsibilities within the AMM role included: team management & strategy program execution, area marketing support, sales & marketing integration, and operations & administration. Here is what I was able to accomplish within each of those responsibilities...

 

• Team Management & Strategy Program Execution

  • Recruited, hired, trained, and coached a team of 10+ part-time employees

  • Managed one full-time employee and 4 collegiate ambassadors

  • Developed consumer marketing strategies and best practices to be executed in the field

  • Established strong relationships with local influencers

• Area Marketing Support

  • Assisted in planning and resource allocation against branded events and programs (see: event management)

  • Actively coordinated with grassroots market events 

  • Managed market-specific social media initiatives in accordance with brand strategy (see: design & social media)

• Sales & Marketing Integration

  • Supported sampling programs that were integrated with sales, and distribution partners, that helped drive consumer sales

  • Participated in meetings with local sales team and distributors to align sampling executions and communicate best practices

  • Coordinated sampling team to help with retail merchandising 

  • Assisted in retail program activations and in-store activations

• Operations & Administration

  • Provided weekly/monthly recaps and reports for tracking ROI and ROO analysis

  • Managed marketing logistics for event and day-to-day execution

  • Implemented and maintained product/marketing inventory

  • Ordered and forecasted market product needs in line with market activity

  • Responsible for annual marketing operations budget