Leading an iconic brand to new heights through traditional brand marketing principles while embracing the energy, spirit, and iconography of the world's 9th largest spirit brand. Using general management and start up principles to learn quickly and test numerous consumer engagements across multiple channels to drive top and bottom line results.

Work every day leading a talented marketing and sales organization that is expanding the awareness and availability of Heineken USA's smaller global brands like Tiger, Red Stripe, Moretti, and Prestige all across the United States.

• Lead development and publication of Channel Strategy Plan, Customer Segmentation, and Commercial Playbook setting commercial strategy for current and out years• Co-Lead with Finance incremental investment fund to drive high ROI initiatives in-year +$6MM top line • Drive the development of the National Retail Customer Plans, $450MM, +3.5% estimated F17• Developed savings strategy on secondary packaging and point of sale offerings, delivering $8MM to bottom line

• Led retail channel strategy, planning, and activation - 41 seasonal programs across 10 priority brands• Managed $96MM in commercial spend, inclusive of discounts, pricing, promotion, and activation• Ran IAP (12 month integrated plan) process for US Market across 5 Global Priority Brands• Led commercialization of new brand innovation in US Market, 5 innovations in 2015• Drove Agency Strategy that delivered $3.5MM in “non-working” savings re-invested as “working dollars”

• Led consumer and retail programming on Bacardi True Rums, including Multi-Cultural integrations• Co-led integration of consumer and retail program messaging into digital, public relations, and alternative channels • Re-launched Trade Advocacy and Bartender Outreach Programs to deliver relevant brand stories, education, and ideas with key group of taste makers• Managed NBA League Sponsorship and local sports partnerships, developing relevant consumer interaction with brand priorities• Developed long term Rum Pricing Strategy to deliver +4% top line value growth in coming years

• Built and executed brand strategy for Camarena Tequila second fastest growing spirit brand in country 2010 to 2011• Led consumer validation process and five year strategic brand plan for Gallo’s newest spirit – Shellback Rum • Developed on-premise channel strategy for spirit group, to deliver volume growth (+90%)• Leading Spirits BU project to increase wholesaler co-investment in spirit brands from zero to 25% of revenues• Managed five year strategic planning process allowing company to formalize agreements with international suppliers and seek additional investments in infrastructure and capacity• Delivered innovative scalable model for brand investment in advertising/promotion/pricing, yielding 10% to 18% revenue gains in key markets• Drove cost savings projects with international suppliers that reduced finished goods cost by 22% and lead to adoption of new packaging materials

• Led ‘Special Pack’ Team delivering unique incremental sales opportunities (+$20MM) with key customers• Led Product (SKU) Rationalization Program – saving $8MM in inventory and production costs• Managed Shopper Marketing Team, aligning local programs and budget with national brand strategy• Delivered .8MM direct consumer interactions through direct marketing program with retail clinics and health care professionals

• Created activation plan for convenience channel for 2008, channel represents 20% of Frito Lay sales• Launched test program with Hess Stores in Florida, achieved 30% sales growth in test market• Led task force partnering with sales, operations, and finance leading to reintroduction of 1.5oz package for the channel nationwide

• Achieved 6% sales growth target for FY2006 outpacing industry, 1.2MM cases, ($170MM in sales)• Designed and managed quarterly sales programs for a 65 person sales force• Managed Metro New York pricing promotion budget ($8MM) with distributor partner • Implemented ‘Perfect Store’ and ‘Perfect Ad’ Programs, driving +20% growth in share of liquor ads in sales area year on year