Helping spirit brands launch and accelerate growth strategically. The three tier industry is complex and new brands have a fail rate of up to 95%. Thanks to my 20 years of sales, marketing, and management experience at the worlds top beverage companies and most recently launching the fastest growing ultra premium luxury tequila in Mexico in the U.S., I help brands accelerate growth and ROI. Specifically, I assist with: launch plans, cash flow management, cost analysis, launching… Show more Helping spirit brands launch and accelerate growth strategically. The three tier industry is complex and new brands have a fail rate of up to 95%. Thanks to my 20 years of sales, marketing, and management experience at the worlds top beverage companies and most recently launching the fastest growing ultra premium luxury tequila in Mexico in the U.S., I help brands accelerate growth and ROI. Specifically, I assist with: launch plans, cash flow management, cost analysis, launching and strategic planning, sourcing, importing, distribution, distributor management, e-commerce sales system, establishing optimal teams to build brands. Show less

• Launched and grew Loco Tequila in the US with a balanced short and long-term approach by defining and executing the go-to-market strategy and business plan.• Managed all aspects of the US business operations including compliance, distribution, marketing, sales, E-commerce, accounting, HR, and any other related topics to Loco USA.• Built and led an inspired and growing external sales and marketing team.• Established and managed key relationships with retailers and key… Show more • Launched and grew Loco Tequila in the US with a balanced short and long-term approach by defining and executing the go-to-market strategy and business plan.• Managed all aspects of the US business operations including compliance, distribution, marketing, sales, E-commerce, accounting, HR, and any other related topics to Loco USA.• Built and led an inspired and growing external sales and marketing team.• Established and managed key relationships with retailers and key constituents• Managed the overall marketing initiatives while analyzing and presenting annual business targets and requirements for the business operations to shareholders. Show less

• Creator of Smarketacity: Marketing to Sell Smarter, a book about sales, marketing, and tenacity designed to align sales with marketing to improve ROI. Wrote, self-published, and secured U.S. distribution on Amazon. • Partnered with a celebrity to develop a non-alcoholic beverage business, from planning to execution.• Advised established brands how to incorporate disruption and influencer marketing into their plans.

• Accepted temporary position as SVP with Diageo relations, new product launches, media buys, national account programs, and internal communications for CIROC vodka and DELEON tequilas. • Launched Ciroc French Vanilla while supporting the team with media buys, and digital and retail elections.• Created strategic presentations and produced scripts for Sean “Diddy” Combs.• Produced scripts for commercials and social media at Blue Flame Agency

Promoted and relocated from NY to CA to develop the go-to-market strategy and create custom programs for gins and tequilas across seventeen states: Avion and Altos Tequilas; Beefeater, Plymouth and Seagrams Gins. Managed local brand budgets. Activated state-specific sponsorships. Highlights include:- Creating the #SGBlkPrty, a 360-degree retail program designed to regain shelf space, drive targeted distribution and re-engage distributor and key Seagram's Gin retailers'​ in CA, FL, NY, IL… Show more Promoted and relocated from NY to CA to develop the go-to-market strategy and create custom programs for gins and tequilas across seventeen states: Avion and Altos Tequilas; Beefeater, Plymouth and Seagrams Gins. Managed local brand budgets. Activated state-specific sponsorships. Highlights include:- Creating the #SGBlkPrty, a 360-degree retail program designed to regain shelf space, drive targeted distribution and re-engage distributor and key Seagram's Gin retailers'​ in CA, FL, NY, IL and SC, where 27K consumers were sampled at 848 events across 171 retail stores generating 18K new distribution points, 150 store resets and +4% volume versus balance of market- Developed CA specific World's Best program generating +1.9k cases and +6k distribution points, highest volume months ever for Tequila Avion. Show less

Advanced to sole brand manager leading the strategy of Seagram's Gin, America’s #1 Gin and only gins with flavors, 2.4M cases, $50M business with a $5M budget. Highlights include: - Produced brand’s first celebrity partnerships with artists Flo Rida, DJ Khaled, Ty Dolla $ign, Wiz Khalifa , Snoop Dogg and custom sneaker designer Mache- Transformed the Seagrams Gin Calendar into The #LadiesofSG, a grassroots initiative which included PR, Events, Influencers and Digital storytelling… Show more Advanced to sole brand manager leading the strategy of Seagram's Gin, America’s #1 Gin and only gins with flavors, 2.4M cases, $50M business with a $5M budget. Highlights include: - Produced brand’s first celebrity partnerships with artists Flo Rida, DJ Khaled, Ty Dolla $ign, Wiz Khalifa , Snoop Dogg and custom sneaker designer Mache- Transformed the Seagrams Gin Calendar into The #LadiesofSG, a grassroots initiative which included PR, Events, Influencers and Digital storytelling driving relevance, reach and integration into pop culture, alone generating +90M impressions- Created a digital footprint for the brand by launching Seagramsgin.com, launching Instagram, increasing Facebook fans by 150k and establishing an active presence on Twitter with 1K followers being recognized by PRUSA as the top social media brand for 2014- Developed first-of-its-kind in the spirits industry mage-recognition app, Seagrams Ginsider, which brings to life the labels of all of the Seagram's Twisted Gins and the 2014 and 2015 calendars. - Redeployed existing $3.5MM media budget to expand reach into social, OOH, celebrities and events in support of #LadiesofSG and celebrity influencer programs resulting in significant improvements among consumer target within twelve months, specifically: +10% as brand for someone like me, +15% as brand I love and +26% as brand I recommend more than others- Launched second and third highest selling Seagram's Gin flavors, Pineapple and Peach Twisted, respectively - Planned first-ever distillery educational visit for distributor partners Show less

Developed off premise programs, point-of-sale and sales collateral materials for whiskies, tequilas and gins, created more than fifteen innovation launch presentations and reimagined off premise sampling for The Glenlivet into retail educational experiences designed to optimize day-of sales

Responsible for financially educating under-banked minorities, facilitating focus groups in English and Spanish and translating marketing materials to Spanish.Expanded program reach by creating a local “street team,” the only one in the nation resulting in the education of 3K minorities, double the goal of 1,500.

Managed the 3rd largest market in the U.S (South Florida) with a 958,000-case business, through Gold Coast Beverage distributors with a $700,000 budget and 3 direct reports gaining experience in: - Strategic Planning: Created & implemented annual business plans incorporating localized brand strategies to ensure overall growth and P&L goals were met. - People Management: Hired & trained new hires while effectively managing the expansion of the South Florida Sales Specialists team from 1… Show more Managed the 3rd largest market in the U.S (South Florida) with a 958,000-case business, through Gold Coast Beverage distributors with a $700,000 budget and 3 direct reports gaining experience in: - Strategic Planning: Created & implemented annual business plans incorporating localized brand strategies to ensure overall growth and P&L goals were met. - People Management: Hired & trained new hires while effectively managing the expansion of the South Florida Sales Specialists team from 1 to 3 in 14 months, the largest local team in the U.S. at the time- Innovation: Managed #1 market for innovation brand Parrot Bay Mojito with sales exceeding 20,000 cases in first 6 month - Regional Account Calls: Locally managed local national retail chain accounts across off & on premise channels resulting in increased sales & brand visibility. Participated in joint sales calls with key retailers including Ale, House, Publix, Winn Dixie, 7 Eleven, CVS, Racetrac, Hess, Exxon-Mobil & Chevron. - Sales Forecasting and Supply Chain Management: Worked with distributor sales managers to ensure accurate sales forecast were developed internally, with purchasing to make sure accurate inventory was being ordered & internally with supply to guarantee the availability of product resulting in 80% reduction of out of stocks Show less

Metro Area Manager, managed 1.3 million-case South Florida business with a $1 million budget & 2 indirect reports. Highlights include: - Super Bowl XLI (2007) Activation: Developed and lead the local market plan for Coors Light as the official beer sponsor of Super Bowl XLI, which took place in Miami. Responsibilities included setting distributor sales goals, developing local customized programs for all major retail channels, assisting in radio and OOH media buying, executing general market… Show more Metro Area Manager, managed 1.3 million-case South Florida business with a $1 million budget & 2 indirect reports. Highlights include: - Super Bowl XLI (2007) Activation: Developed and lead the local market plan for Coors Light as the official beer sponsor of Super Bowl XLI, which took place in Miami. Responsibilities included setting distributor sales goals, developing local customized programs for all major retail channels, assisting in radio and OOH media buying, executing general market and Hispanic national brand plans, implementing street-level marketing initiatives, planning & allocating the budget & coordinating market blitzes for six months leading up with up resulting in #1 position in market for Coors Light, the third volume domestic light beer- Hispanic Partnership Marketing: Created and executed a retail-focused Hispanic marketing program for Coors Light, a 3-share brand with Badia Mojo®, a 70-share staple in Miami resulting in incremental retail ad activity at the #1 grocery retail chain (Publix), display activity in every Hispanic grocer for the first time in 4 years, growth trends leading the state and renewed focus on Coors Light at the distributor level. Responsibilities also included developing & managing the relationships with marketing agency & Badia CEO - Wholesaler Management: Developed new strategies to more effectively work with the wholesaler ensuing in the incorporation of Coors Light into 1 of the 4 corporate sales priorities- People Management: Managed the development & promotion of an entry-level retail sales representative to an on premise executive Show less

Managed the South Florida business in nightclubs, bar, taverns, & venues through dedicated distributor sales force in largest market in Southeast Region, the 2nd largest nationallyIncreased assigned volume by 35% with exclusive distribution in 98% of trend-setting accounts