Set the brand strategy and foster the growth of a new brand, Lipton Hard Iced Tea, as Lipton, the most beloved global tea brand, crosses over into alcohol. Selected Contributions:• The Lipton Hard Iced Tea Variety Pack is one of the fastest-selling new Traditional Flavored Malt Beverage (FMB) 12pks since launch. In the markets where available, the Variety Pack is the second fastest turning New Traditional FMB 12pk Item.• Since launch, the Lipton Hard Iced Tea 12pk Variety Pack average rate of sale is outpacing the hard tea category leader’s rate of sale by 2%, and is also nearly 2.5x the average Traditional FMB 12 Pack Rate of Sale.

Developed the marketing launch strategy for Lipton Hard Iced Tea. Selected Contributions:• Designed the brand launch in less than six months, including developing the brand and consumer positioning, creative campaign, and full 360 launch plan to ensure an on-time in-market execution. • Took care that the Lipton mother brand was extended appropriately as the brand crossed over into alcohol, while also developing and ensuring a distinct identity and brand positioning for Lipton Hard Iced Tea.

Drove brand volume and market share growth for FIFCO USA’s #1 national Brand Portfolio. Increased brand health scores to foster consumer engagement and inspire consumption. Selected Contributions:• Spearheaded the annual planning, execution, and analysis of strategic marketing plans, campaigns and initiatives designed to grow brand health, market share, and profitability across markets. Brand Family Results 2018 - 2021: Sales Volume +42%; Rate of Sale +39%; Point of Distribution +2%. • Launched Seagram’s Escapes Italian Ice, which debuted as the fastest-selling new Traditional Flavored Malt Beverage variety pack and the best-selling new Traditional Flavored Malt Beverage SKU in the US.• Increased brand awareness +6 points through an optimized national media and PR plan, and key strategic partnerships • Managed a celebrity partnership that has resulted in restoring a declining flavor to sales growth, and annually delivers more than 1 billion impressions • Directed a total market takeover and retail sampling program, resulting in a +47% sales lift during the 7-week period, and +34% lift vs prior 3-month trends.

Led the development and implementation of the US marketing programs and new product launches for Labatt beer, the best-selling Canadian Pilsner in the World. Selected Contributions:• Developed and executed a through-the-line football program to increase trial during the 2016 football season. 8-week Program Results: Sales Volume +16%; Rate of Sale +9.5%; Points of Distribution +6.13%. • Negotiated and managed all aspects of major sponsorship and tie-in partner agreements, including NHL, NFL, NBA and MLB relationships and drove renewal cost savings initiatives while improving partnership asset mix. • Effectively managed 60 new promotional product launches from conception through commercialization.

Developed and executed fresh and exciting program ideas in line with brand positioning to drive awareness and trial. Led strategy development for new products and line extensions, including liquid concept, packaging, positioning, and pricing to drive brand and business objectives, and oversaw the commercialization process.

Led the strategic development of the Labatt Blue hockey platform and oversaw the execution of the 13+ annual brand-sponsored pond hockey events. Manage all annual brand programming development and execution within established budgets and timelines, including spearheading a $1MM promotional cost-savings initiative.

Directed the planning and execution of experiential brand events. Led the packaging and visual identity change for Dundee Ales & Lager Brand from brief through implementation.

Managed cross-functional project teams and executed product commercialization projects from business development through launch. Fostered the relationship and led the new product development process for the largest global bakery customer.

Developed strategic public relations and marketing communication plans to effectively support Rich’s overall business objectives and help drive sales. Led crisis communication for quality-related issues, including product recalls. Acted as primary strategic communication counsel for the entire International Division, including ghost writing the Group President’s monthly business update.

Worked with leaders across the enterprise on developing internal communication initiatives designed to further business objectives, effectively manage change and / or increase associate engagement.

Pitched national, regional, and local print and broadcast media to drive attendance, awareness, and financial support.