Collaborate with brands in the spirits and hospitality industry to develop comprehensive branding strategies, focusing on brand identity, voice, and market positioning.Lead creative direction on projects, including identity, packaging, content, and marketing campaigns, ensuring alignment with brand objectives.Conduct market research and analysis to identify consumer trends and preferences, translating insights into actionable strategies that drive brand growth and consumer loyalty.Lead initiatives across sales, marketing, and operations to drive project success.

Cast as an international spirits judge and spirits brand builder, lending expertise to distilling competitions and providing insights on quality standards and industry benchmarks.Engaged with audiences through appearances on multiple television programs, including Discovery Channel’s Master Distiller and Moonshiners, where I showcase expertise in spirits production, brand development, product development, tourism and spirits evaluation.Developed a strong personal brand as a spirits professional.SELECT LIST OF TV SHOW APPEARANCES:Discovery Channel: 8 Episodes: Master Distiller / Spirits Judge & Brand ProfessionalDiscovery Channel: 3 Episodes: Whiskey Business / Host & Brand ProfessionalDiscovery Channel: 2 Episodes: Moonshiners / Spirits Judge & Brand ProfessionalDiscovery Channel: 2 Episode: American Spirits Revival / Bourbon Professional

Successfully conceptualized, launched, and scaled a premium cocktail mix product line, carving out a unique space within the crowded non-alcoholic beverage market.Established strong brand voice and positioning strategies, ensuring consistent messaging across all platforms and engaging target consumers effectively.Manages key partnerships with industry leaders such as Heaven Hill and Bulleit, overseeing collaborative marketing efforts that increase brand visibility and sales.Continuously monitor market trends, leveraging insights to adapt product offerings and marketing strategies, resulting in increased consumer engagement and sales growth.Balance budgets and manage financial resources for product development and manufacturing, ensuring sustainable growth and profitability.

Created and executed the vision and business plan for a new bar and restaurant concept, focusing on innovative menu development and unique customer experiences.Led aspects of the design, build-out and staffing process, establishing a strong brand identity and operational framework that drives day-to-day success.Spearheaded the development of a robust bar program featuring carefully curated selections of spirits, cocktails, and food pairings, enhancing the overall customer experience.Manages the Profit & Loss (P&L) statement to ensure financial targets are met, consistently challenging costs and optimizing operational efficiencies to improve overall sales and profitability.Implemented targeted marketing initiatives that has resulted in year-over-year increases in sales and profitability, demonstrating a strong understanding of market dynamics and consumer behavior.Coordinated on-site events and promotions, fostering community engagement and building a loyal customer base.

Portfolio of Clients:Buffalo Trace Bourbon, Weller Bourbon, Blantons, EH Taylor Bourbon, Eagle Rare Bourbon, Old Charter Oak, Wheatley Vodka, Stagg Bourbon, 1792 Bourbon, Barton 1792 Distillery, Buffalo Trace Distillery, A&W Restaurants, Freddie’s Root BeerSpearheaded branding and marketing initiatives for a portfolio of admired brands in the spirits and hospitality industry.Led film projects as director and producer from concept to completion, overseeing the creative process, direction, production management, and execution across a range of mediums including commercial, digital, and branded content.Fostered a collaborative environment across departments, including creative, strategy, and media, to ensure cohesive execution of comprehensive marketing plans that drove client revenue growth.Managed the selection and oversight of freelance services, ensuring high-quality outputs aligned with brand expectations.Mentored and developed a talented team of writers, designers, and strategists, cultivating their skills and fostering a culture of creativity and innovation, leading to award-winning campaigns.Served as the primary knowledge base for the spirits industry and consumer insights, regularly providing strategic recommendations to clients based on market dynamics and emerging trends.Member of agency Executive Team. Helped lead internal agency strategy, process, new business and team development.

Collaborated with the editorial team and designers to curate high-quality content that highlights and champions the Bourbon industry, ensuring alignment with industry trends and brand values.Managed advertising placements, overseeing the design and layout to maximize visibility and impact, while ensuring accuracy of all printing specifications.Led the production process from concept through to print for quarterly issues and the prestigious yearly Official Bourbon Country Guide, ensuring timely delivery and exceptional quality for each publication.

Developed and executed creative concepts across print, digital, identity and environmental media.Executed photography and design projects, ensuring that visual content aligned with client goals and brand identity.Collaborated with creative and web development teams to deliver award-winning campaigns, focusing on innovative design and compelling storytelling.Managed end-to-end production processes, overseeing project timelines and ensuring high-quality deliverables for clients.Worked closely with clients to ensure their vision was realized through artistic direction.

Designed and developed a comprehensive range of print, video, and digital marketing materials to support dealers, sales teams, and industry partners.Created impactful sales catalogs, engaging dealership point-of-purchase displays, and dynamic product and lifestyle photography.Collaborated on national television advertising campaigns, including concept development and execution of creative elements.Contributed to the design of apparel, website aesthetics, and event branding, ensuring alignment with brand identity and marketing objectives.Played a key role in producing signage for various events, enhancing the overall brand presence and consumer engagement.