Joe Olidge
About Joe Olidge
Joe Olidge serves as the Division Marketing Manager for Jack Daniel's Family of Brands at Brown-Forman, where he has worked since 2006. He holds a B.B.A. in Finance from Howard University and a Master's Degree in Sports Marketing from Georgia State University.
Work at Brown-Forman
Joe Olidge has served as the Division Marketing Manager for the Jack Daniel's Family of Brands at Brown-Forman since 2006. His tenure spans 18 years and is based in Atlanta, Georgia. In this role, he has managed a marketing budget of $1.8 million to support various programs for Jack Daniel's. He has also led the development of the annual marketing plan, which achieved significant brand profit and case sales.
Education and Expertise
Joe Olidge holds a Bachelor of Business Administration (B.B.A.) with a major in Finance from Howard University, where he studied from 1989 to 1992. He also earned a Master's Degree in Sports Marketing and Promotion from Georgia State University, completing his studies from 1994 to 1996. His educational background provides a strong foundation for his marketing expertise in the beverage industry.
Background
Before joining Brown-Forman, Joe Olidge accumulated diverse marketing experience across several prominent companies. He worked at The Coca-Cola Company in various roles, including Associate Manager for the Powerade brand and Assistant Brand Manager for trademarks. He also held positions at MillerCoors and Suntory Water Group, where he focused on regional marketing strategies.
Achievements
During his career, Joe Olidge has developed and implemented multicultural marketing strategies, particularly for the Southeast Division, which included detailed plans for African American markets. He secured an African-American agency for Brown-Forman, leading to the establishment of an annual program for Gentleman Jack. His efforts have contributed to significant brand growth and profitability.
Marketing Strategies and Initiatives
Joe Olidge has created Hispanic engagement strategies targeting non-Mexican consumers by leveraging consumer research and census data. He has negotiated multi-year sponsorships with major league properties, including the NFL's New England Patriots and the NBA's Atlanta Hawks. His initiatives have expanded the brand footprint and enhanced Jack Daniel's market presence.