Executes brand strategy to increase volume growth and maintain share in the category. Leads consumer-first creative development for brand, packaging, experiential and social to enhance engagement and deliver impactful growth. • Leads packaging and design work for new product launches, overseeing packaging design, vendor management, and product development timelines in collaboration with brewery, legal, and sales teams to ensure timely delivery.• Directes social media strategy, programming, and content development in partnership with creative agencies, delivering results such as a 137% increase in impressions, a 140% increase in reach, and a 125% increase in engagement. • Manages Shiner brand-sponsored experiential events from conceptualization through execution, introducing new ways to engage with consumers via on-site sampling and activations.• Develops and maintains key performance reporting, analyzing data from internal (VIP) and external (IRI) sources to identify insights, risks, and growth opportunities.• Manages production and experiential budgets with precision, ensuring alignment with financial objectives and consistently staying within 1% of budget targets while maximizing return on investment.• Serves as team lead on re-launch and repositioning of #2 flagship brand, delivering 12% growth in the initial launch period and maintaining 7% growth since launch, despite industry headwinds. • Serves as brand lead on new product line innovation, managing creative design production, media production and execution, and go-to-market sales support. • Leads agency creative work, from briefing stage through execution.

Delivered strong brand strategy to meet company growth targets. Creates marketing plans, guides creative, and delivers effective brand plans for the LALA core portfolio and innovation. • Developed portfolio strategy and prioritized opportunities for growth, including key stakeholders in the planning process; took advantage of favorable supply chain conditions and created a holiday program for core portfolio product that resulted in 22% growth. • Maintained a balanced budget in line with media plans, creative development, and innovation launches.• Promoted cross-functional collaboration by serving as the brand lead on internal calls and on innovation and renovation projects; introduced the Monthly Marketing Newsletter to keep internal partners engaged.• Created marketing tools to aid the sales team in securing new placements such as sell sheets, selling decks with data and insights, and POS assets.• Briefed and managed agencies and vendors to develop creative assets and build a media plan (paid and unpaid) for the year.• Led agencies, internal and external partners in execution of sponsorships and events.• Drove social media and influencer strategy and content to align with brand standards while engaging consumers, increasing engagement on social media by 70%.• Utilized insights dashboards (Nielsen, Numerator, Innova) to analyze brand health, program performance, category, and competitor data to drive strategy and build plans; built and standardized national and regional insights decks for each core product.

• Supported West Zone sales team with marketing programs, insight-based bottler decks, brand selling stories, sales tools, and general bottler support.• Served as marketing liaison for West Zone bottlers, focusing mostly on PepsiCo Beverages North America (PBNA). • Managed banner-wide marketing programs. • Managed agency and vendor relationships for the Field Marketing team from brief development to file release.• Created and managed the database of POS and sales materials.• Served as Foodservice liaison with the internal brand teams.

• Led the internal brand communication process through creation of brand education and selling tools. • Managed the sales promotion process of three brands by developing relevant programs and toolkits based on national strategy and local market needs. • Served as a champion of and "team expert" on inclusive marketing by leading and executing multicultural test campaigns in several key markets. • Served as a thought partner on brand strategy and working closely with external agency partners to execute relevant, compliant, and innovative commercial and consumer programs. • Served as brand lead on key, premium new product development projects• Managed the digital consumer journey via website maintenance, consumer email monitoring, consumer communications, trade media, digital ad campaign development, and social media copywriting.

Created a local promotional campaign for Jack Daniel’s Tennessee Honey that targeted multicultural consumers using a multi-pronged and comprehensive marketing strategy. Shadowed different functions such as Marketing, Sales, and Finance.