On this episode of the why marketing podcast, John and I are talking brand re-positioning with Sona Bajaria the Vice President of Marketing for Pernod Ricard USA. 

Sona Bajaria has held the position of Vice President of Marketing for The Glenlivet & High End Irish Whiskies at Pernod Ricard USA since September 2016.  Most recently, Sona has been spearheading a powerful new brand re-positioning for The Glenlivet single malt whisky that aims to challenge assumptions and values that are no longer relevant in today’s modern world, in an effort to drive societal progress and inclusiveness.  In June 2018, Sona also expanded her portfolio scope to include Chivas Regal and Gins (Beefeater & Seagram’s).  

Sona has more than 20 years’ experience in building and transforming consumer brands, with a passion for purpose driven marketing.  Prior to her role as VP, Sona spent 5 years building the Jameson Irish Whisky portfolio (#1 Irish Whisky with 80% market share).  Sona is also a sponsor of the Women’s Network at Pernod Ricard USA, developing initiatives that drive equality & diversity in the workplace. 

Prior to joining Pernod Ricard USA, Sona worked at leading CPG companies including Avon and Unilever working to build Dove’s self-esteem campaign for young girls, concepting and implementing marketing initiatives that transform a brand into an icon of empowerment. 

Sona holds a Bachelor of Science mastering in biopsychology from the University of Michigan, MI and an MBA from Northwestern University's Kellogg School of Management, IL, co-publishing a Harvard Business School Case Study: YouTube, Google, and the Rise of Internet Video.

Facebook: https://www.facebook.com/pages/category/Personal-Blog/Sona-Bajaria-705004519895495/

Instagram: @SonaBaj

Twitter: @SonaBajaria

Links to products: 

• https://www.theglenlivet.com/en-US 
• https://www.redbreastwhiskey.com/en-US/
• https://www.chivas.com/en-US
• https://jeffersonsbourbon.com/
• https://www.beefeatergin.com/en-US