Staff
Jeff Grindrod
Jeff began his career in marketing at Consumer Packaged Goods Companies, Procter & Gamble and Nestlé, working on brands such as Tide, Folgers, Taster’s Choice and Nestlé Crunch. In 1992, he joined the spirits and wine leader Heublein/Diageo, where he worked on major brands such as Smirnoff, Cuervo, and Black Velvet. Jeff’s experience at Heublein/Diageo also includes head of marketing and sales in National Accounts, working on the company's full portfolio of spirit and wine brands.
Jeff began his career in marketing at Consumer Packaged Goods Companies, Procter & Gamble and Nestlé, working on brands such as Tide, Folgers, Taster’s Choice and Nestlé Crunch. In 1992, he joined the spirits and wine leader Heublein/Diageo, where he worked on major brands such as Smirnoff, Cuervo, and Black Velvet. Jeff’s experience at Heublein/Diageo also includes head of marketing and sales in National Accounts, working on the company's full portfolio of spirit and wine brands.
In 2000, Jeff started NOVA Marketing, a full service marketing and communications agency, wherein he has worked with many beverage alcohol companies including Diageo, Banfi, Pernod Ricard, Warsteiner, and Sutter Home, as well as a range of restaurant chains including Brinker, Darden, Applebee's and BWW.
In 2005, Jeff teamed up with Steve Raye to start a second company, Brand Action Team. BAT is a company that develops and implements marketing and sales efforts for a wide range of alcohol and non-alcohol clients including Heineken USA, Pisco Portón LLC, Soyuz Victan, Rebootizer USA, TiTonics, Wines of Chile, Wines of Austria and Wines of Greece to name a few.
As Managing Partner, Jeff focuses his time on building brands from the ground up by developing strategic solutions for issues surrounding the business needs and crafting successful marketing and sales plans. Additionally, Jeff manages the Trade Marketing efforts for the company's spirit, beer and wine clients, as well as the company's market research initiatives. Jeff has been an annual speaker at industry events – The Cheers Conference, NRA, the growing US Drinks Conference, as well as many other industry functions.
Jeff is a graduate of the United States Military Academy at West Point.
Steve Raye
Steve Raye is a principal at Brand Action Team and has been widely recognized as a leader in developing innovative social media marketing programs in the beverage alcohol business.
Steve began his career in the industry with Heublein, predecessor to Diageo, managing brands including Smirnoff and Finlandia. In partnership with Jeff Grindrod, Steve founded BAT in 2005 and has been the driving force behind the company's digital marketing programs with an emphasis on blog outreach, e-commerce and social networks.
Steve Raye is a principal at Brand Action Team and has been widely recognized as a leader in developing innovative social media marketing programs in the beverage alcohol business.
Steve began his career in the industry with Heublein, predecessor to Diageo, managing brands including Smirnoff and Finlandia. In partnership with Jeff Grindrod, Steve founded BAT in 2005 and has been the driving force behind the company's digital marketing programs with an emphasis on blog outreach, e-commerce and social networks. Steve is a frequent speaker on the subject with recent presentations to Wines of Chile, Burgundy Business School and the WSWA Beverage Alcohol Forum. In conjunction with USDC partners Next Level and MHW, Steve coordinated a full-day seminar on wine importing and marketing for a visiting delegation of wineries from Eastern Europe for the U.S. Dept. of Commerce.
Prior to starting BAT, Steve managed SEO (search engine optimization) for clients including German Agricultural Marketing Board, McCormick Seasonings and Twinings Tea, and consulted on web site analytics projects for Crown Royal Whiskey, Ciroc, Bailey's and TheBar.com.
At BAT, Steve focuses on wine and spirits clients including the Austrian Wine Marketing Board, Wines from Santorini, Canei, Wines of Chile, and several new spirit brands in development.
Steve is a graduate of Cornell University where he majored in Communication Arts. In addition to presentations at industry conferences, Steve is a guest lecturer at American International College and University of Connecticut and publishes the popular industry BATblog at www.BATchat.net http://www.batchat.net.
Amber Gallaty
Amber Gallaty leads the consumer PR division for Brand Action Team, responsible for overseeing the development of communication strategies for the companies the firm represents.
Throughout her career, Amber has conceptualized, managed and executed countless campaigns for luxury and lifestyle brands such as Sandeman Porto, Graffigna, Campo Viejo, Wild Turkey, Wines of Chile and Wines of Chile Tourism and Lenovo ThinkPad. Most recently, she spearheaded the introduction of Chilean Pisco to the New York market. A multi-phased project, the initiative included the execution of several events, major press tastings, social media development, media outreach and trade and consumer advertising.
Amber Gallaty leads the consumer PR division for Brand Action Team, responsible for overseeing the development of communication strategies for the companies the firm represents.
Throughout her career, Amber has conceptualized, managed and executed countless campaigns for luxury and lifestyle brands such as Sandeman Porto, Graffigna, Campo Viejo, Wild Turkey, Wines of Chile and Wines of Chile Tourism and Lenovo ThinkPad. Most recently, she spearheaded the introduction of Chilean Pisco to the New York market. A multi-phased project, the initiative included the execution of several events, major press tastings, social media development, media outreach and trade and consumer advertising.
At BAT, Amber draws upon her years of experience in developing creative strategies to successfully launch new products and build momentum for seasoned ones. Her innovative approach to publicity efforts and her passion for the brands she supports can be seen in every program she manages.
An active member of the wine and culinary community in New York City, Amber is the co-chair of the Programs Committee for the exclusive New York Women’s Culinary Alliance. She holds a B.S. in Business Economics from Virginia Tech.
Constance Chamberlain
Reporting from New York City, Constance is the Public Relations Manager for BAT's wine accounts, responsible for blogger outreach, social media marketing and other public relations efforts within the wine and beverage alcohol community.
Constance is an active participant in many wine trade and consumer events held throughout the country and is always looking for new and innovative ways to showcase her clients while bringing the wine community together.
Reporting from New York City, Constance is the Public Relations Manager for BAT's wine accounts, responsible for blogger outreach, social media marketing and other public relations efforts within the wine and beverage alcohol community.
Constance is an active participant in many wine trade and consumer events held throughout the country and is always looking for new and innovative ways to showcase her clients while bringing the wine community together.
Constance was first drawn to wine through her interest in all things cultural which explains why you can often find her exploring first-hand the terroir of vineyards around the world. Constance joined the company in 2009 after working as the Public Relations and Marketing Coordinator for a boutique wine distributor in New York City and acting as a freelance tasting consultant for multiple wine, beer and spirits brands. At BAT, she manages PR for the Austrian Wine Marketing Board. Wines of Chile and several individual wine brands. She has since traveled internationally for BAT with multiple trips to Austria as well as Chile and Greece and is an active participant in the New York City professional wine community. Constance is a well-regarded writer and is both a curator and newly named Snooth.com mentor for Austria and Chile.
Constance earned her Bachelor's Degree in Sociology from the University of Connecticut. Additionally, she has earned her Intermediate and Advanced Certificates from the Wine & Spirits Education Trust and is currently working toward her Diploma. She was also recently named the recipient of a national scholarship for wine education from the prestigious Les Dames d'Escoffier.
Anthony King
Anthony is our digital technology guru responsible for BAT's initiatives in online advertising and the wider field of online marketing. He's developed particular expertise planning, buying and optimizing campaigns with Pay Per Click (PPC) programs including Google AdWords, and Facebook Advertising.
And while he's doing a great job in online media, his heart lies in sales, and he's pioneered development of innovative programs working with ecommerce retailers of spirits and wines enabling us to dramatically increase direct-to-consumer sales on behalf of our clients. Additionally he manages the Facebook consumer engagement campaigns for several clients. Anthony carries a degree in Political Science from Central Connecticut State University - we recommend you avoid political conversation around him at all costs.
Kayla Joyce
Kayla Joyce joined BAT full time in 2012 after spending 3 summers with the company as an intern. As a Marketing Associate, Kayla works on account management and social media marketing execution for a variety of clients, and is gaining visibility in the cocktail blogging community as well.
Kayla Joyce joined BAT full time in 2012 after spending 3 summers with the company as an intern. As a Marketing Associate, Kayla works on account management and social media marketing execution for a variety of clients, and is gaining visibility in the cocktail blogging community as well.
Kayla graduated from Loyola University Maryland in 2011 with a degree in Communications, specializing in Public Relations and Advertising. While at Loyola, Kayla was a member of the Lambda Pi Eta Communications Honor Society and gained valuable experience during her senior year when she dedicated a semester to her role as Account Executive for her Senior Project, creating a marketing plan presented directly to Under Armour.
Kiersten Pedersen
Kiersten Pederson joined BAT in 2012 moving from a project manager position at InterTech, a website design company. She’s since taken over responsibilities at BAT for trade and consumer media planning and buying where her attention to detail plays such an important role. Kiersten works on Pernod Ricard, Heineken and Wines of Chile.
Kiersten graduated Cum Laude from Southern Connecticut State University with a degree in media studies.
Meg Casey
Meg brings two decades of wine and spirits marketing expertise to work for BAT's clients. At Heublein Meg gained experience in market research, brand management and promotions for brands including Inglenook, Lancer's, Black Velvet, TGI Fridays, Yukon Jack and Jose Cuervo Tequilas.
Meg manages accounts directly and also functions as our market research guru. She has particular expertise in online research methodologies that allows us to deliver quantitative results in a fraction of the time compared to traditional tools. Meg grew up in upstate NY and graduated from Syracuse University.
Liz Benyon
Liz came to BAT from Schieffelin & Somerset where she managing portfolios and brands including Moët & Chandon, Ruffino, and Casa Lapostolle. She traces her roots back to Heublein as well where she worked on Lancer's, Torresella and Croft Port. An excellent writer, Liz authors many of the newsletters that BAT produces, handles trade PR and also manages client relations for our wine and spirit clients. Liz got her bachelor's degree at Villanova and earned her MBA from UConn.
Sue Ritter
Sue has worked on two high profile brand launches at Brand Action Team. Beginning with Pisco Portón, she developed a comprehensive to stage the launch of a new brand in a new category including working on product name, package design, marketing communications, sales force creation and distributor relationships. Currently Sue manages Rebootizer, a revolutionary new product in the natural supplements category that originally came to us as a hangover cure. We’ve since worked with the company to recraft the brand positioning as a natural supplement sold through HBA and FDM channels.
Sue has worked on two high profile brand launches at Brand Action Team. Beginning with Pisco Portón, she developed a comprehensive to stage the launch of a new brand in a new category including working on product name, package design, marketing communications, sales force creation and distributor relationships. Currently Sue manages Rebootizer, a revolutionary new product in the natural supplements category that originally came to us as a hangover cure. We’ve since worked with the company to recraft the brand positioning as a natural supplement sold through HBA and FDM channels.
Prior to joining BAT Sue served as VP, New Brand Development at Diageo following a successful period overseeing the Jose Cuervo relationship for Diageo in the U.S. She came to Diageo after a successful career in CPG management at Campbell Soup Co. Sue holds a BS from the University of Rhode Island and an MBA from Northeastern.
Cort Kinker
Cort brings over twenty years of experience in consumer products, leading sales organizations, marketing teams, and strategic partnerships, beginning his Wine & Spirits career upon joining the E&J Gallo Winery Management Development Program, spending time in both managing distributors and leading distributor sales teams. Continuing his industry ascent, Cort joined Groupe Pernod Ricard subsidiary Austin, Nichols & Co., Inc., and successfully realigned his distributor and broker networks to grow company brands such as Jameson, Jacob's Creek and Gato Negro to historic levels. Joining the headquarters staff in New York to manage the leading export markets for Wild Turkey Bourbon, returning the Australian market to growth and stemming the decline in the financially important Japanese and Duty Free markets.
Cort brings over twenty years of experience in consumer products, leading sales organizations, marketing teams, and strategic partnerships, beginning his Wine & Spirits career upon joining the E&J Gallo Winery Management Development Program, spending time in both managing distributors and leading distributor sales teams. Continuing his industry ascent, Cort joined Groupe Pernod Ricard subsidiary Austin, Nichols & Co., Inc., and successfully realigned his distributor and broker networks to grow company brands such as Jameson, Jacob's Creek and Gato Negro to historic levels. Joining the headquarters staff in New York to manage the leading export markets for Wild Turkey Bourbon, returning the Australian market to growth and stemming the decline in the financially important Japanese and Duty Free markets.
Transitioning back to the domestic side, Cort joined the marketing executive team working with a diverse group of luxury and trade spirit and wine brands including category-leading Sandeman Ports & Sherries. He next managed the strategic partnership of the 5 million case Seagram's Cooler and Ready-to-Drink brands, where he successfully transitioned the business to a new sales and marketing partner. Following the transfer of production to the new partner, Cort then managed the Hiram Walker brand, one of five million-case brands in the then Pernod Ricard USA portfolio. There he was successful at refocusing the marketing spend, leading to growth of the brand following many years of decline. Hiram Walker became the only core brand to exceed its yearly budget.
In addition to his Wine & Spirits expertise, he is also a founding partner of Realize, an organizational performance consultancy partnering with leaders and teams to optimize capacity and results. Cort is a graduate of University of Puget Sound in Tacoma, Washington and the Institute for Integrative Nutrition, where he honed skills in individual and group coaching, guiding clients to optimum health and wellness.
Alix Furer
Alexis is a multi-talented marketing professional with a proven track record of solid consumer marketing successes that consistently convert opportunities into results. Her expertise in developing fully integrated account specific marketing programs makes her unique in her ability to gain a keen understanding of critical target demographics and stimulate consumer response. Alexis thrives in cultures that value teamwork, accountability and diversity of thought. She is a natural leader with the vision and energy to be the prime advocate of every project and see all work undertaken through to its successful completion.
Alexis is a multi-talented marketing professional with a proven track record of solid consumer marketing successes that consistently convert opportunities into results. Her expertise in developing fully integrated account specific marketing programs makes her unique in her ability to gain a keen understanding of critical target demographics and stimulate consumer response. Alexis thrives in cultures that value teamwork, accountability and diversity of thought. She is a natural leader with the vision and energy to be the prime advocate of every project and see all work undertaken through to its successful completion.
Thematic throughout her career is an entrepreneurial spirit that is at the heart of all the projects that she has undertaken. Ground-breaking work with French wine trade associations and big box stores like Sam’s Club led to new channels of distribution in a difficult business and political environment. Full P&L responsibility for brands at Deutsch and Diageo gives her a clear understanding of the financial underpinnings of any successful venture and makes her most valuable in directing and evaluating the viability and potential of any given business proposition. Full understanding of current communication platforms like Facebook, Twitter and Pinterest make her program development strat plans robust in scope and consistently.
Partnership marketing and co-branding have been a hallmark of Alexis’ success. A core part of her skill set is the ability to determine and fulfill the business needs on both sides of the equation. The ease with which she was able to take major national Pepsi-Cola programs and flawlessly tailor them to individual account specific needs speaks to her talent at satisfying a multitude of simultaneous goals and objectives. The range of consumer outlets in the endeavor ran the gamut from Quick Serve Restaurant chains like Taco Bell and KFC to major Convenience stores 7-Eleven, Mobil-On-The-Run and Circle K. Following those established channels, Alexis was part of an elite team selected to blaze a trail through new, uncharted territory to create and solidify relationships with alternative points of unexpected access making Pepsi first to partner with Simon Malls, Best Buy and Toys R Us.
Having both agency and corporate experience makes Alexis unique in her ability to understand varied key demographic targets and craft solid programming to elicit optimum consumer response. Focusing on ‘tweens’ and teens from the agency side at Tracey-Locke working on Pepsi-Cola and bringing that skill over to corporate brand building at Diageo targeting 21-29 year olds makes her well versed in the spending habits and responses of two segments rich with disposable income.
Alexis holds a MBA in Management and a BS in BA degree in Marketing from Bryant University. She has been a Guest Lecturer at FIT teaching seminars in Sales Promotion Techniques and has been a core participant in the NYU/Phillip Morris International Student Program. She now enjoys her empty-nest status in Chappaqua, NY, after successfully launching her two children out into the world.