Proven Results
Real transformations, measurable outcomes, and lasting impact for forward-thinking organizations.
Heineken & ILTT Commercial Integration
Strategic integration of two organizations into a unified commercial platform across multiple Caribbean markets
The Challenge
Following a strategic market shift, Heineken and International Liquor & Tobacco Trading (ILTT) required integration into a single commercial organization while maintaining momentum and continuing revenue growth during the transition.
What I Did
As Commercial Director, I led the comprehensive integration by designing and implementing unified commercial structures while maintaining operational momentum.
Commercial Structure
Designed and implemented unified commercial organization across markets
Team Integration
Aligned teams, KPIs, and incentive programs while integrating pricing and promotions
Execution Excellence
Strengthened distributor execution and cross-functional collaboration
The Results
St. Maarten Heineken Regatta – Event Leadership & Brand Activation
20+ years leading one of the Caribbean's most recognized international sporting and entertainment events
The Challenge
Deliver a large-scale, multi-day international event combining world-class sailing, live entertainment, and global brand partnerships while meeting global standards and continuing to grow relevance year after year.
What I Did
For over 20 years, I led comprehensive event production, strategic direction, and stakeholder coordination while serving as Chairman of the event.
Event Production
Produced large-scale entertainment and on-shore activations with world-class execution
Brand Integration
Led sponsorship integration and brand programming across all event elements
Strategic Leadership
Guided strategic direction and used platform for community engagement
The Results
Historic Beachfront Hotel Relaunch – St. Maarten
Complete transformation of 75-year-old historic beachfront property into modern, market-relevant hospitality experience
The Challenge
A 75-year-old historic beachfront hotel required a full relaunch to remain relevant in a changing hospitality market while respecting its legacy and maintaining its important community role.
What I Did
I led the complete relaunch by reimagining the hotel concept, developing new brand identity, and creating integrated hospitality experiences across all property elements.
Brand Reimagination
Reimagined hotel concept and redesigned complete visual identity system
Experience Development
Developed new retail, F&B, and event concepts with experiential programming
Integrated Strategy
Aligned marketing, operations, and commercial strategy into cohesive model
The Results
What Clients Say
Direct feedback from transformation partners
"John is a great Director, he has a kind of authority/charm that everybody likes, this results in a structured company with a very good vibe! His expertise in operations and marketing is exceptional."
"John Leone is a solutions-oriented leader. He is one of the owners of International Liquors Tobacco and Trading and Heineken in St. Maarten, an island in the Caribbean Sea. He has always had his hand on the pulse of his employees, with a focus on family first and delivering world-class customer service."
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