Develop consumer-facing programs that build brand awareness, affinity, trial and sales based on client needs. End-to-end execution of all program assets from ideation to implemention, fullfillment, and post-promotional analysis.

Beverage team leader, strategist, and head buyer of all beverage products for over 1,200 US and Canadian locations totaling over $450M in annual sales revenue.• Conducted custom consumer profile studies integrating Nielsen CGA, Datassential, and Technomic data to determine new aspirational and core target consumer cohorts, increasing consideration and trial with 21–34 year-olds and value perception with 35-44 year-olds• Developed new beverage strategy and product assortment based on identified consumer targets and occasions that lead to a +800bps increase in beverage sales mix in less than one year after launch• Worked cross-functionally with brand and marketing teams to design a new beverage menu that accomplished a wider consumer reach with fewer products, doubling the drink attachment rate• Leveraged our brand scale to partner with beer and spirit suppliers to create first-to-market, house brand, and barrel select offerings that increased beverage category margin by +250bps

Team lead of trade marketers supporting the company’s $960M on-premises sales channel by developing customer and channel-specific strategy, programming, education, and product quality resources.• Created portfolio channel strategy across independent and chain retail, over-achieving the company sales growth target by +3% in chains and +1% in targeted independent outlets• Built and managed annual below-the-line agencies’ scopes of work across the brand portfolio, decreasing annual spend by $300k over three years• Collaborated with top on-premise chain customers to provide best-in-class marketing programs to meet their business objectives of driving traffic and increasing sales volume resulting in several notable awards and customer acknowledgements (listed below) and increasing Heineken USA’s annual CM Profit Group’s Retailer Survey results to the top third

Cross-functional creator of channel and customer-specific marketing programs for Heineken USA portfolio of brands.• Programming tools helped to grow sales volumes in the on-premise channel outpacing the premium imports segment by +2%• Maintain consultative relationships with largest national chains’ buyers and marketing teams

On-premise regional and national accounts Southeast United States.