• Consumer Connections & Integrated Marketing: Leveraged ongoing market research data to create individualized, full-funnel consumer connection strategies and budgets for 21 geographically dispersed portfolio brands, including paid media, experiential, sports partnership marketing, influencer marketing, and performance management.• CRM Strategy & Loyalty Programs: Architected and led the implementation of multiple consumer loyalty programs across 25 unique brands based on strategic consumer insights, portfolio strength, margin analysis, brand ethos, vendor capabilities, and data privacy constraints. Through A-B testing, direct consumer feedback, staff training & education, and cross-functional data leveraging, we over-delivered loyalty acquisition benchmarks and increased consumer per-visit spending by 23% and customer visits by 16%.• E-Commerce & Merchandise: Created and implemented the first ‘Retail E-commerce & Merchandise Playbook’ across 16 individual states, including establishing a partnership with Shopify and consulting on integrated marketing tactics, price segmentation strategy, consumer journey, target-setting, profitability training, and operational excellence. • Growth Strategy: Responsible for creating the 1-3-10-Year Strategic Planning Cycle from scratch, the annual budgeting for a $110-million Profit & Loss Statement, $20-million capital resource allocation process, monthly performance tracking, location-by-location cross-functional growth plans, and real estate lease negotiations and transactions (ultimately improving EBITDA by more than 50% in a single year). • Team Leadership & Engagement: Led seven talented director-level employees and indirect divisional oversight of more than 1800 employees at 40 locations under 18 brand banners. Over two years, my immediate team delivered 96% of target KPIs with zero turnover and the highest team “Engagement & Satisfaction” scores in the business unit.

• Data-Driven Crisis Management: After a crippling package recall for Stella Artois (a top-priority global brand for the company), I was selected to build a comprehensive, data-driven “Back-to-Growth” initiative. Presented to and approved by the global C-suite, the plan included enhanced CRM segmentation, resource allocation, tactical pricing evolution, product line innovations, consumer connection strategy, internal team KPIs, and ultimately an increase of $23.6 million in media budget to close a saliency gap with key competitors. The plan was 100% implemented and resulted in a 29pp swing in volume, returning the entire brand family to topline growth and strategically delivering improved margins within ten months (far ahead of schedule).• Commercial Growth Execution: Owned the day-to-day execution of Stella Artois’ national business plans. This included working cross-functionally and collaboratively with more than 350 wholesale and retail sales personnel across 19 critical urban centers to ensure clear communication, through-the-line trade-marketing execution, diagnosing root-cause performance gaps, driving change management, evolving technology and data capabilities, and supporting relationships with key chain and independent retail partners.• Agency Collaboration: Led agency relationships for creative, trade-marketing, experiential, asset development, loyalty & clientele programs, consumer insights, and influencer marketing. • Budget Management: Accountable for strategic budget allocation, tracking, and communication for national and regional investment with multiple, decentralized decision makers. • Brand Marketing & Partnerships: Led commercial communication, strategic planning, and creative agency management for a portfolio of tactical, high-margin luxury brands, including an ambitious product and merchandise collaboration with Steven Harrington, The Quiet Life, Spaten Bräu, and Blue Point Brewing Co – which won “Can Package of the Year.”

• Optimization & Planning: Created a dynamic portfolio segmentation strategy to simplify the execution of more than 5000 premium SKUs across beer, non-alcoholic, energy, flavored-malt, Starbucks Teavana JV, and canned cocktails, enabling growth within the “High End” portfolio for the first time in the Northeast Region. (+36% YOY)• Merchandising & Trade Marketing: Closed a ways-of-working and communication gap with the National & Global teams to lead the first cross-functional, through-the-line trade-marketing plan for Stella Artois, Hoegaarden, and Estrella Jalisco, allowing the brands to localize, differentiate, and adequately speak to retailers and consumers.• Regional Execution: Created and entertained the country’s most successful regional distribution incentive, over-delivering the target by more than 50% and earning national recognition and reward.

• Process Management: Led integration for eight brand acquisitions, including portfolio strategy, price segmentation, product registration, legal compliance, training & development, wholesale distribution planning, resource allocation, and trade-marketing material development, in addition to creating a globally adopted “Staged Growth Model” to guide geographical product expansion.• Cross-Functional Coordination: Managed an expedited 12-person war room with representatives from Brand, Sales, Supply, Logistics, Legal, Pricing, Registration, and other internal process managers to ensure the complete execution of rapid expansion plans.

• Product Management: Led all aspects of annual product & portfolio planning, innovation development, and data & consumer insights while simultaneously leading the creative and marketing teams in developing every piece of marketing collateral, product labels, internal & external communications, legal compliance, and supply planning.• Product Management & Innovation: Created a gamified process, in conjunction with the brewing and distilling teams, to source creativity, support marketing ideas with the actual product, encourage storytelling, and reward creativity. • Email & Direct Marketing: Wrote, designed, and distributed nearly every email and direct marketing collateral, including introducing the brand to Salesforce CRM, segmented consumer audiences, information collection, and privacy policy adherence.• Experiential Marketing: Acted as the hands-on Executive Director for both the west coast’s largest cheese festival (“The Wedge”) and separately the largest distiller’s festival (“American Distillers Festival”) – allowing the Rogue Brand to establish credibility within critical communities authentically. • Celebrity Partnerships: Managed talent relationships for a series of celebrity collaborations, including Chef Morimoto, Steven Smith Teamaker, Captain Sig Hansen, and US General James Thayer, as well as additional projects with Nike, Darkhorse Comics, Huy Fong Sriracha, Voodoo Doughnuts, Portland State University, Powell’s Books, and more.• Production & Operations Management: For two years, I oversaw production, planning, marketing, sales, geographical expansion, wholesaler management, product innovation, packaging update, and launch of the Rogue Spirits Division, expanding to 26 states, winning numerous product and packaging awards, coordinating through supply constraints and eventually winning “Distillery of the Year,” at the World Spirits Competition in Geneva, Switzerland.

• Managed a hybrid spirits sales staff of 20 to increase the revenue of our spirits division by +58.1% through wholesaler relationships, the development of 26 new and existing markets, product innovation, production improvements, process adherence, and creative marketing.• Led marketing and communications efforts, including press writing & distribution, community involvement, consumer outreach, events & experiential activities, wholesale & retail education, and the design & creation of marketing collateral.

• Acted as owner & operator of Rogue’s Experimental Brewery in Portland, OR. • Managed wholesale distribution, media communications, community events & involvement, product development & marketing, sales strategies, collaborative relationships, costing, and overall business creation & development.

• Creative Leadership: Created, developed, and led proactive marketing and communications initiatives for key consumer segments & demographics, including military personnel, cheese & gourmet food, cyclists, dog owners, comic book fans, and more.

• Creative Design: Led an on-site custom product design studio - creating a signature, one-of-a-kind, handmade line of Nike wearables for customers, global fans, and employees.• Retail Operations: Supported the opening of the first global "new-concept" store in Eugene, Oregon - the birthplace of Nike and the Track & Field capital of the world.

• Selected as one of the country's top experiential managers in 2008 by Time, Inc.