Samantha Grierson
St. Catherine
Summary
Globally minded Marketing and Brand Strategist with nearly a decade of experience shaping high-impact brand campaigns and integrated marketing strategies across FMCG and retail sectors. Skilled in leading multi-channel initiatives, spanning ATL, digital, influencer, and experiential marketing that strengthen consumer engagement and deliver measurable business growth. Proven success in translating creative ideas into data-informed strategies, guiding cross-functional teams, and managing agency and media partnerships to achieve brand and revenue objectives. Recognized for combining analytical precision with creative vision and for driving marketing transformations that elevate brands in competitive markets.
Overview
9
9
years of professional experience
1
1
Certification
Work History
ATL Marketing Manager
Baking Enterprise (1988) Limited (Yummy & Holsum Bakery)
08.2023 - Current
- Direct ATL campaigns, from billboard design to nationwide promotions. Ensuring consistent brand identity and storytelling.
- Spearheaded shift to a digital-first marketing model, managing influencer partnerships, video storytelling, and content-driven brand campaigns.
- Executed major campaigns, including Yummy “Champions of Change” and Easter Treats 2024, driving a 20% increase in sales and a 10% lift in brand awareness.
- Increased Holsum’s audience by over 40% and Yummy’s by nearly 20% in nine (9) months through influencer collaborations, targeted media boosts via Trend Media, and consistent engagement.
- Designed and delivered a Sales Orientation & ATL Training Program for sales supervisors and managers, improving collaboration between marketing and sales teams.
- Guided research on consumer trends and competitor activity to inform digital content and campaign planning.
- Manage ATL and digital marketing budgets; oversee Trend Media and vendor relationships to ensure ROI-focused execution.
- Directed key activations including the JMEA Expo 2024, coordinating booth design, host scripting, video coverage, and digital promotion.
- Assisted with brand certification processes (including JMM certification) and provided administrative support to the Director of Marketing & Sales.
Account Executive
The LAB (Limner’s and Bards)
11.2021 - 04.2023
- Led creative and project management for national campaigns such as Izizzi Step Up Yuh Ting, NCB Summer Win Win Promotion, and Trans Jamaican Highway T-Tag 2021, among others.
- Held client brief meetings to align creative direction and campaign goals.
- Prepared cost estimates, managed project budgets, and ensured campaign profitability.
- Crafted high-quality client presentations, pitches, and proposals to strengthen partnerships.
- Ensured quality control and timely delivery of creative outputs.
Account Operations Officer
KPMG Jamaica
06.2017 - 11.2021
- Managed client accounts, improved performance, and maintained accurate financial records.
- Conducted financial analysis and prepared detailed reports for key clients.
- Assisted with onboarding, process improvements, and compliance monitoring.
- Collaborated with cross-functional teams to support client-related initiatives.
Education
MSc. - Marketing & Data Analytics
01.2022
Bachelor of Science - International Relations (Major); Management Studies (Minor)
Skills
- Digital marketing
- Social media marketing
- Staff management
- Customer relationship management (CRM)
- Brand promotion
- Strategic planning
- Marketing campaign development
- Marketing analytics
Certification
- Certificate of Achievement - Techniques and Practices of Project Management (2018)
- Google Digital Garage - Certificate of Completion (2021)