Proof & Company expands to ‘reach more customers, more often’

November 4, 2021
By Ioni Doherty

Proof & Company’s new CEO Paul Broadbent has made a number of key appointments since stepping into the role in April with a view to accelerate business growth as the region opens up post-pandemic lockdowns.

Damian Kaehler commenced in the role of General Manager, Australia and New Zealand in April, and Singapore based Vienna Thompson has recently stepped into the the newly created role of Head of Marketing.

In other regional appointments, Trisha Chan is Proof & Company’s General Counsel, Craig Aldous takes up the position of General Manager in China and Brandon Grusd that of General Manager of the Southeast Asia region based in Singapore.

Mr Broadbent (pictured left) said, “Each of these appointments has a proven track record in strong leadership which resulted in improved financial performance, increased satisfaction from brand owners and stakeholders, and higher engagement scores from their people, which were all the qualities I was seeking while building out this new leadership group.”

Working from Melbourne, Mr Kaehler (pictured right) is charged with investing in good people, expanding the business’ headcount and its national footprint in both Australia and New Zealand – the region continues to be one of Proof & Company’s strongest performing markets in Asia Pacific.

Mr Kaehler said, “There is no better time to be joining the Proof & Company business. Our strong partnerships with leading local and international independent spirit brands, the nationwide rollouts of the disruptive ecoSPIRITS low carbon distribution technology, and our team of talented, passionate professionals are all aligned with where the market and consumers are headed.”

Mr Kaehler joined Proof & Company from SouthTrade International, where he was most recently Sales Director.

Vienna Thompson has over 15 years brand, communications and marketing experience in APAC and will be based in the company’s Singapore headquarters from where she will expand the marketing team across APAC.

“I’m thrilled to join the newly formed leadership team tasked to evolve an already cool, highly regarded brand. The opportunities, and fine drinking occasions, are endless,” says Mr Thompson.

Proof & Company continues its expansion in APAC under the leadership of Mr Broadbent, with a simple strategy to reach more customers, more often. 

Proof & Company says, “Taking premium craft spirits to more regions of Asia and more accounts, especially the retail channel in all markets, has driven the growth of the business, even during challenging trading periods in the region.”

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