Sophie Kelly

Sophie Kelly

Snr Vice President of marketing North American whiskeys at Diageo
New York, Estados Unidos


20+ year proven track record as a global strategic brand and agency leader in the marketing and advertising business.

Extensive experience in brand transformation, developing integrated communication plans, innovative digital solutions and leading global networks.

Respected and trusted by clients and agency teams alike. Always in service of the brand and doing the right thing to generate innovative creative ideas that translate into award winning creative work, which drives business results for brands.

Optimistic and tenacious - I believe the ideal business is about ideas that generate attention and interest, curated experiences that demand interaction and participation and analytics.

Specialties: Brand transformation
Product innovation
Integrated communication planning
Digital strategy
Social media strategy and activation
Global business strategy


Sr. Vice President of North American Whiskeys Portfolio
September 2016 - Present (6 anos)
Wanted LLC
May 2011 - Present (11 anos 4 meses)
New York, Estados Unidos
September 2011 - December 2015 (4 anos 3 meses)
It's gonna be awesome.
Global Brand Idea Development Consultant
July 2011 - September 2011 (2 meses)
Stewarding the process of global brand idea development on brand Pepsi.
Consultant and co:conspirator
May 2011 - August 2011 (3 meses)
co: is a brand innovation studio for the 21st century CMO & CEO.
Managing Director
New York, Estados Unidos
April 2009 - May 2011 (2 anos 1 mês)
Overall responsibility for management of agency’s revenue and margin growth, developing culture and improving creative reputation.
Clients covered P&G Pampers, Jim Beam, Heineken, Blackberry, Sabra Dipping Company and numerous new business opportunities.
Grew agency revenue through new business, organic growth and incremental new media innovation products for existing and new clients.
Developed agency culture as we doubled staff members in the New York office.
Improved the agency's creative reputation and evolved scope of work assignments from strategic brand management to new media channels covering social and mobile.
Global Business Director
New York, Estados Unidos
September 2003 - April 2009 (5 anos 7 meses)
Managed the worldwide Diageo business in 37+ markets encompassing a large global team across all agency disciplines.
Global brand steward for Smirnoff, Bailey’s and Jose Cuervo.
Key player in taking Smirnoff to the No. 1 Spirits brand in value and volume worldwide with Smirnoff achieving all-time record sales of any spirits brand in the US at 25 million cases.
Led the JetBlue business with the launch of the award-winning ‘Sincerely Yours’ campaign.
Senior Business Director
Sydney, Austrália
January 2000 - September 2003 (3 anos 8 meses)
Clients: Diageo, Kellogg’s, Reckett Bencksier, Unilever
Account Director
MOJO, Sydney, Australia
January 1998 - December 2000 (2 anos 11 meses)
Clients: Nestle (Nesquik, Lean Cuisine, Fun Bowl Noodles), The Sun Herald
Media Planner & Buyer
Lowe Lintas, Sydney Australia
January 1991 - December 1993 (2 anos 11 meses)
Clients: Nestle, Australian Pork, Unilever


MBA Communications

1996 - 1998 (2 anos)

Bachelor of Arts - Communications

1986 - 1990 (4 anos)

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