Head of marketing and business development for Agave Spirits in the US

Innovation director for all Jim Beam whiskey & RTD innovation. Including developing the brand’s innovation strategy, pipeline, end-to-end new to world product development

Shaking up the RTD and RTS business 1 innovation at a time. Lead a global cross functional team in delivering winning whiskey RTD innovations from concept to launch across 6 countries.- Strategy: created BSI's global whiskey RTD/RTS 12 year strategy and ambition inclusive of portfolio architecture. -Product Development: Created & launched 3 new products (and counting) rooted in consumer needs/insights in Germany (Jim Beam Bourbon Sprizz, Black Cherry, and new 2025 concept) and US (Jim Beam Kentucky Coolers), South Korea (Jim Beam Highball), China (Jim Beam Highball) - Pipeline Development: Developed innovation pipeline for our American Whiskey brands for US, Australia, Germany, Japan, S. Korea, and China- Innovation Foresight: Leading innovation foresight workstream to strategically identify white space and green space opportunities for BSI to invest in or develop innovation to address

- Led the development and execution of the annual national brand marketing and budgeting plans for Jameson including St. Patrick’s Day, Fall Sports, and Holiday 2020 focus periods and Jameson Cold Brew Launch.- Oversaw the strategy and execution of all Jameson multicultural ATL and BTL programming through 1) the Culture Marketing System- including managing Jameson’s partner influencer program and experiential activations at culture tentpole events like Everyday People Tour, ComplexConn, and Super Bowl Live, and 2) 360-degree Premier Soccer League partnership program (launch delayed due to Covid-19)- Partnered with the #1 digital sports publisher to develop and execute a 360-degree general market co-branded campaign for the Fall Sports time period (launch delayed due to Covid-19)- Revamped Jameson’s visual identity and communications for all Jameson extensions to provide consistency across the portfolio.- Developed strategic secondary VAP packaging to support thematic brand programming across all marques for St. Patrick’s Day, Fall Sports, and Holiday- Worked with Jameson’s parent company, Irish Distillers Limited, on 1) brand repositioning for Jameson Original and Black Barrel, including consumer and competitive research to help redefine Jameson’s brand purpose, tone of voice, and consumer engagement platform, and 2) Jameson Cold Brew US digital/ social, experiential, and retail launch activations in key win markets

- Led the development and execution of the annual national brand marketing plans including the Cinco De Mayo and Summer focus periods- Launched the Altos Mercado Program (from Cinco De Mayo – Labor Day), a new 360-degree consumer engagement platform driving +25% growth vs. YA and driving a 5pt increase in brand awareness. The platform included partnering with Live Nation at local outdoor music venues and the Bonaroo music festival for 50 activations, executing an aguas frescas program in 1k+ on-premise accounts, and partnering with Powell and Mahoney and Fever Tree for an off-premise margarita and paloma program executed in 3,000+ off-premise accounts.- Revamped Altos’s visual identity and tone of voice, creating a new bold and distinctive look and feel and strong communications across all key consumer touch points (digital/ social, e-comm, in-store, etc.)Resourcefully managed the entire brand P&L, preparing and presenting monthly business reviews to senior management- Oversaw the execution of the Altos Tequila: Collective Spirit sustainable bartender engagement platform and annual competition

- Developed the strategic prioritization and subchannel strategy for On-Premise Chains for all spirit brands and tracking system- Leveraged data/insights to formulate strategic initiatives, sales stories, and activations for top 25 National Accounts customers for total spirits portfolios, turning insights into action with customized programming e.g. Applebee’s ABSOLUT lemonade program generates +10K cases.- Established a new customer centric sales approach, earning 2nd Place at the Les Embiez Best Practice Awards for portfolio management work with Marriott International (+6,000 new points of distribution for PRUSA brands and +1200 new mandated placements across full portfolio).- Designed and implemented new training platforms, including Olive Garden’s new nationwide Mix-Ol-OG program and bartender manual.- Selected to participate in PRUSA’s pilot marketing development program winning the F20 commercial platform development challenge- Volunteered to formulate the Chain Division tequila big bet strategy for off-premise including pricing, distribution, and marketing program goals.

- Developed and managed the brand roll out and BTL 1 Year and 4 Year sales plans for our FMB and Innovation brands including Lima-A-Rita, Best Damn Rootbeer, and Teavana RTD teas.- Worked with Lime-A-Rita brand team to reposition the Lime-A-Rita brand including redefining our consumer target, brand purpose, target occasions, flavor launch strategy, primary/secondary packaging, and in-store merchandising solutions- Collected and analyzed leading competitive launch and roll out data to create a national and regional flavor/SKU optimization strategy for the Lime-A-Rita brand family for our 2016 focus objectives for field sales teams and for our longer term 4YP strategy.- Partnered with Starbucks to develop the go-to-market strategy for the launch of their Teavana RTD teas including overall channel strategy (distribution, pricing, etc.), BTL merchandising design and development, and shopper communications.

Brought onto the newly formed High End team to help quickly create synergies between the new High End national retail sales strategy team and the retail sales directors. - Collected and analyzed historical internal Sales To Retailer Data and competitive IRI data to develop brand and SKU prioritization strategy for the small format chains's fall new item reset presentations which was adopted and executed by all our category teams, gaining +25 distribution points for Goose Island and +50 points for Stella Artois. This strategy is being used for all channels again in 2016 for the field sales execution targets.- Presented the above strategy to the 7-Eleven national alcohol buyers increasing Stella Artois 6pk placement to 80%, Stella 12 pack placement to 60% and Goose Island 100% local coverage in key hometown markets.- Developed key price promotion optimization strategy between Goose Island IPA and Shock Top Belgian Wheat with Bud Light/Michelob ULTRA in small format using shopper insights basket ring data, driving Shock Top +12% growth, Goose Island +24% growth, and Stella Artois +10% growth over a 3 month period in Circle K, bringing the account in the black for 2015, and +22% Goose Island IPA growth in Speedway Stores.- Customized and negotiated funding for retail activations for Stella Holiday in Rite Aid and Circle K Stores with a Korbel/Stella bin merchandising bin program and a Stella Holiday Chalice giveaway sweepstakes which received the most entries ever of any retail sweepstakes from the high end.- Developed Shock Top 2016 Super Bowl retail plan, working with both the Shock Top and Bud Light brand teams in order to gain displays leading up to Shock Top's first super bowl commercial. Had a surge of +60% display coverage vs. PY and +23% sales lift for Jan/Feb.

Managing 7-Eleven and Hess/Speedway's North East Regions for Anheuser-Busch InBev.- Over my tenure, took my 7-11 Chain Decision point that was down -2K Barrels and -3 share points and achieved volume growth to +1.3K Barrels and +2.1 share gain.- Established new bi-monthly communication routine with key 7-Eleven field decision makers and 21 wholesaler key account teams to establish a collaborative communication stream between the three tiers, improving execution and alignment between our mandated sales programs, wholesalers, and retailer partners.- Worked w/ wholesalers and local Franchisee Associations to create locally relevant marketing/display programs driving distribution on key new price packages for Bud Light +40% and increasing display coverage to +35%. Examples include the Mixx Tail NBA Allstar Weekend store takeovers during 2014 NBA AllStar week in NYC, Bud Light team specific NFL digital display activation at retail, Budweiser Made in America Statue of Liberty concert summer sweepstakes series.- Negotiated with 21 wholesaler sales directors and chain buyers to bring in strategic "price" packages in order to close our widening gap with competitive pricing dynamics and ran joint incentives to gain distribution of key packages to 80% in 2.5 weeks, slowing our volume loss on our #1 Bud Light Package.- Lead the country in innovation distribution execution for the Bud Light Mixx Tails, Oculto, and Lemon-Ade-Rita brands, Achieving +80% distribution of all 3 brands in less than 2 weeks after launch.

- Managed the execution of national marketing programs for convenience and package liquor channels including new brand roll out plans to extensive 58 independent wholesaler network, all achieving 80% execution in 3 weeks or less.- Created and oversaw execution of all localized below the line marketing programs, including merchandising elements, program creative, digital activation, sweepstakes and social network platform for Bud Light California, Bud Light Beach, and Bud Light Las Vegas- Collaborated with regional AB and Frito Lay/PepsiCo Key account teams to develop joint retail events, local sweepstakes, and align field sales teams on execution of national events including Bud Light NFL & Super Bowl. Partnership synergies greatly increased accuracy of display execution in store, and retailers signed on for the program again for the next year due to success of program.-Implemented digital/social media collaboration tools (Facebook, Twitter, Yammer) for region best practice sharing and local event amplification. Also started monthly workshops for wholesalers on uses of all digital platforms to amplify local events and improve execution internally.- Led a team of 6 for the CA small format task force to develop key regional pilot sales programs increasing singles sales +11% and reducing out of stocks. All programs piloted rolled out as national programs in 2014 improving overall volume trends for the small format channel.

- Developed retail marketing strategy to achieve defined business objectives across all product categories in the package liquor, club, and military channels to achieve maximum returns. - Utilized shopper insights to design and develop "Biertopia" Shelf Merchandiser for independent Package liquor accounts, earning a 13% sales lift during its pilot phase over 3 month testing period, and rolling out for national execution in 2013.- Developed Monthly Brand Priority Calendar by clearly communicating brand program execution prioritization by month to our field sales teams, and established monthly communication routine with the regional sales teams.- Created Trade Marketing 1 YP for Package Liquor working with brand teams, shopper insights, and procurement, to produce channel strategies and implement associated plans. - Pioneered the channel’s digital platform, including implementation of Yammer to share best practices and collaborate with our field sales KAMs to seamlessly share and collect best practices and encourage collaboration.- Served as a panelist at Yammer's 2012 YAM JAM to speak about how to get companies to adopt social collaboration platforms and rollout strategies.- Trade Show and special event coordinator for Trade Marketing Department for National and Global Expos and events

Sales Management Trainee acquiring comprehensive working knowledge of A-B’s commercial business and wholesale operations in preparation for increasing levels of managerial responsibility within the company Accomplishments include:- Four week immersion in the Greater Los Angeles Wholesaler Operations Division (WOD), gaining firsthand experience working directly with Sales Reps, In-House Operations, as well as Sales, Service and District Managers - Comprehensive analysis of current CPC Program effectiveness through a Cents per Case (CPC) White Belt Lean Six Sigma Project, formulating recommendations for the implementation of new activations into the 2012 Business Plan

-creating, developing and executing healthcare policy under the direction of the CEO, COO, and VP level executives, as well as developing marketing strategies for implementation of the new policies- collaborating with McKesson in implementing the Electronic Healthcare Records (EHR) system -Analyzing healthcare data such as HCAPS, Press Ganey and J.D. power and solutions, and formulating solutions for company improvement

- Worked with the director of marketing in conducting media marketing research and identifying key opportunities with Vogue and Cosmopolitan online features and blogs.- Developed marketing strategies for product promotions- Organized and Conducted showroom showcases with prospective buyers, magazine editors, and celebrity clients- Organized company promotional events- Created and put together looks for stylists and themed magazine features on request. A pair of Nicole's Leather high waisted shorts I selected were worn by Rihanna in the "Run This Town" music video, and several clutches featured in Allure and Vogue magazine.