In my role as Vice President Global Marketing for the Jim Beam Portfolio, I serve as the global steward for the World’s #1 Bourbon Brand yielding sales $800M+. I define and lead global brand strategy, visual identity, integrated marketing communications, and investment plans as well as head a team consisting of 4 marketers and 30+ regional leads, and multiple cross-functional partners.Key Achievements:∙ Accelerated growth of Jim Beam globally, drove revenue +13% and grew +1 share point by developing brand positioning and communication platform. Advertising copy exceeded Millward Brown Link benchmarks.∙ Championed first-ever pack redesign across entire portfolio increasing premium perceptions.∙ Drove development of consumer insights to create innovation strategy and pipeline for flagship brand to extend to new usage occasions and gain share in fast-growing refreshment segment.∙ Delivered global pricing strategy and roadmap generating $40M+ in annual gross profit via margin improvement.∙ Crafted $1B brand ambition and growth strategy including horizontal expansion, role of innovation, versus base brand growth, mix shift, and price realization.∙ Measured marketing effectiveness across top 5 global markets via MCA and MMA optimizing mix to maximize ROI.

In my role as Senior Brand Director for the Tequila Portfolio, I head the P&L and strategy ownership for Tequila portfolio with sales exceeding $500M, Ignited the strategic marketing direction for Hornitos, Sauza, and Super Premium Tequila portfolio delivering against key value, brand health, and sales/profit growth objectives. I led a team of 23 brand and commercial marketers and managed our portfolio’s first 5-year growth vision, orchestrating clarity on key business priorities, long-term resourcing needs, and a surge in collaboration among key distributors and customers.Key Achievements:∙ Expertly managed and marketed the Tequila portfolio to consumers through advertising, media/public relations, and marketing promotions that preserved the brand’s integrity. ∙ Authored portfolio innovation strategy that produced more than $150M in incremental sales.

In my role as Director of Skinnygirl and Courvoisier, I led the P&L and strategy ownership for mega brands Skinnygirl and Courvoisier totaling $300M as well as steered 4-year strategy, roadmap, brand architecture, and positioning to solidify Skinnygirl’s leadership as first-ever spirits lifestyle brand for women.Key Achievements:∙ Outpaced plan by 122% through launch of 9 spirit innovations across 3 beverage categories (wine, vodka, and ready-to-serve).∙ Doubled brand awareness by 30 points and increasing purchase interest over 20% with conception of “Drink Like a Lady” campaign Advertising achieved company’s record high Link scores.∙ Secured position as #1 selling spirits brand at Target through breakthrough programming and product innovation.∙ Released Cognac innovation to exploit untapped opportunity targeting AA women.∙ Crafted US Vodka strategy to assess under-developed and future opportunities within the Beam portfolio for both innovation and increased brand positioning.

In my role as Senior Brand Director of Jim Beam, my responsibilities included P&L and strategy ownership for world’s #1 Global Bourbon Brand with American sales exceeding $400M.Key Achievements:∙ Generated 17 periods of sales growth through focused efforts on increasing distribution, awareness, and velocity.∙ Produced multi-media ESPN partnership that drove incremental volume and brand health metrics. ∙ Initiated award-winning Bold Choice advertising campaign driving brand reappraisal as evidenced by double-digit increases in brand health metrics and increased trial and conversion. ∙ Elevated mobile focus through strategic use of QR codes, augmented reality incorporated into packaging/retail experience, and media partner extensions.∙ Identified over $20M in savings to counteract COGS headwinds and sustain healthy P&L.

In my role as the Senior Brand Manager at the Coca-Cola Company, my responsibilities included sole oversight and responsibility for Diet Coke trademark portfolio totaling 25% of US volume and $2B in sales. I managed the complete business planning process from creation of business review, objectives, strategies, tactics, and metrics to the management of agency development of marketing campaign coinciding with a shift in brand target and positioning. Key Achievements:∙ Released Coca-Cola’s first vitamin enhanced carbonated beverage including concept ideation and testing, packaging design, advertising development, forecasting, and in-market tracking. Concept scored in top 10% and generated incremental 40M unit case sales of volume.∙ Honored at The White House for pioneering a $20M award-winning program at Coca-Cola by crafting and executing a first-of-its-kind, integrated charity program incorporating packaging, media support, and retail.∙ Secured 250% budget increase to develop and implement Caffeine Free Diet Coke brand plan including market strategy, sales coordination, merchandising and media plan, creative development, packaging, and programming. ∙ Managed $50M trademark media including agency selection and briefing, media planning, creative development, animatic testing, Link tracking, and optimization.∙ Oversaw and cultivated Live Positively annual plan in support of healthy beverage offerings including relevant food pairing programs, promotional/educational activity, and sustainability initiatives.

In my role as the Brand Activation Manager for Coca-Cola Trademarked Brands, I championed the strategic plan through the development and execution of programming that supported key channel initiatives.Key Achievements:∙ Led cross-functional teams to develop and execute national marketing programs leveraging assets (e.g. NASCAR, NCAA, PGA, American Idol) to drive sales and profits.∙ Directed development of pitch to win negotiation for 120K gallon Casual Dining customer.∙ Developed and implemented segmentation strategy to capitalize on growing Gen Y and multi-cultural demographics. Successful pilot program results led to national roll out.