Working with clients in the spirits industry on super premium product advocacy, luxury activation, private client outreach, relationship management and communications.

Led a team of Brand Ambassadors and Event Managers with a remit spanning brand education and training, consumer and trade events as well as an extensive programme of customer visits. Coordinated and grew a global network of Brand Ambassadors and Champions, successfully driving brand awareness for a portfolio consisting of Scotch and New World whisky, gin, rum, cognac and vodka.

Drove brand awareness globally for a premium portfolio of single malt and blended Scotch whisky, super-premium gin and rum. Collaborated widely with a wide range of internal and external stakeholders in delivering brand outreach, education & training, event planning & hosting, world-class brand assets as well as liquid-to-lips execution in key markets.Further devoloped the role to include close collaboration on brand and product development, PR execution, digital content and online training solutions.

Delivered liquid-to-lips execution and brand education, including masterclasses, consumer events and festivals, for a portfolio of premium and super-premium spirits with a focus on the UK and European markets. Excelled at internal training and cross-functional brand and product education. Executed regular value-add market visits with outstanding results.

Delivered a range of consultancy projects and freelance work, mostly related to fine spirits marketing, in particular social media strategy and management, influencer outreach and public relations, as well as writing and public speaking engagements.Pioneered online whisky tastings by introducing the first ever brand-led whisky tasting on Twitter, thus establishing a model later widely adopted in the industry.Co-authored '1001 whiskies you must try before you die' edited by Dominic Roskrow, which became one of the most popular books on the subject of whisky and continues to be updated and translated into multiple languages more than a decade later.Invited by Whisky Magazine to judge World Whisky Awards in 2011.

Founded Edinburgh Whisky Blog at a time when fast-paced blogging and social media was at the cutting edge of food & drink commentary. The publication grew exponentially, quickly becoming one of the most influential in the UK and globally. Close industry insights and irreverent reviews secured EWB's position as the rebelious child of the drinks blogosphere and its the direct but warm tone of voice helped build a loyal global readership.Expanded the team to 5 editors by 2011.Named by CISION as the Most Influntial Whisky Blog and the Most Influential Whisky Stream on Twitter in 2014 and 2015.

Delivered exceptional visitor experience at Scotland's preeminent 5-star whisky tourist attraction. Guided acclaimed tours and hosted tastings, worked behind one of Edinburgh's top specialist whisky bars and assisted in the retail operations.Received outstanding foundational training in Scotch whisky and fell in love with the category.