Lead US marketing efforts for Mexico City-based spirits incubator. Responsible for new-to-world brand creation, innovation, incubation in US market, strategic marketing, go-to-market strategies, program development, transformation, change management, mentorship and people development.

Lead portfolio-wide strategic planning, new-to-world brand innovation and incubation model framework, end-to-end marketing, commercial channel strategy and program development, transformation and change management.Developed portfolio-wide marketing strategic framework and attribution model built to capitalize on business growth.Developed incubation model based on key business drivers and optimized playbook for acquisition partner.Creating new-to-world brands, including business planning, P&L build, packaging, and content development.Mentor and develop 4 managers responsible for International Whiskey, Mezcal, Irish, Vodka, and Liqueur categories.

After more than 10 years at Pernod Ricard, I decided to take some time to travel, explore my passions, and become a Crisis Support Counselor for the Trevor Project.

Defined long-term business and brand strategy for 4.0 million 9L case, $295 million Net Sales US business. Responsible for P&L and portfolio management, demand space planning, portfolio strategy, innovation strategy, integrated creative campaign development, digital engagement and deployment with focus on building brand equity and driving conversion. Led development of the Pernod Ricard North America Convenience/RTD Strategy.Engineered a comprehensive consumer demand-based Convenience/RTD strategy, business plan, optimal supply chain, route-to-market, and created 15+ person North American team structure to enable Pernod Ricard to capture approximately 10% of the $80 billion Convenience BevAlc+ market for full brand portfolio.Defined Malibu global brand strategy from the ground up by integrating key consumer emotional and functional needs to recruit the next generation of consumers; these new marketing initiatives drove 20% of sales for brand.Originated new Kahlúa global brand strategy to recruit consumers through optimized consumer journey, product portfolio refinement, and new communications strategy, which resulted in returning a declining business to growth.Initiated integrated media-to-shelf program for Kahlúa that recruited new consumers into the brand; program saw a 6.5% increase in purchase consideration and 3.4% increase in consumer pull over balance of market.Accelerated distribution of Smithworks to 30 states over four years that resulted in sales increase of 400% in the same period. Focused business on account retention, which delivered at 67%, more than double benchmark. Developed and managed a unique business partnership with country music star Blake Shelton to generate brand awareness.Led team of 8 managers, external partners, and cross functional teams that included Finance, Legal, Production, Supply Chain, Sales, creative agency, experiential, partner and content teams.

Created new-to-the-world brands in new consumer demand spaces for US market.Developed and launched Smithworks Vodka, a new-to-the-world American made vodka, which included brand positioning, creative, pricing strategy, and distribution model creating the first American made brand for the portfolio. Oversaw new-to-the-world pipeline of brands, including development of concepts, names, liquid, packaging, brand identity, activation strategy, and sales toolbox, which resulted in 14 new brand concepts.

Led marketing efforts for The Glenlivet and Martell in the US.Created new advocacy marketing strategy for The Glenlivet, a $115 million US business, leading to +35% volume growth. The advocacy model was a first for Pernod Ricard and was deployed across other brands in portfolio.Engineered revolutionary lifestyle content marketing strategy whereby content was deployed across digital, social, and event activations.Generated new route-to-market for The Glenlivet products, creating a model whereby the brand could legally sell products directly to consumers through e-Commerce channel.Established omnichannel programming for the Asian American target for Martell. Awarded two company STAR Awards for stellar performance and two Premier Awards for creating impactful marketing programs.

Planned and executed marketing activities for The Absolut Vodka portfolio in the United States.Refocused national marketing efforts on LGBTQ+ target; coordinated brand integration with RuPaul’s Drag Race and developed custom-created television ads, creating an integrated strategy across the marketing mix.Successfully created an Absolut focused bartender reality program; pitched concept to NBC and they aired it after Saturday Night Live.Delivered a compelling consumer program to launch the Absolut Concert Series at Madison Square Garden. Negotiated talent contract for Jay-Z for 12-minute documentary that led to 27% depletion growth in NYC during the promotional window. 21% increase in total Absolut Facebook fans.

Managed brand advertising and client relationships for the San Diego Zoo, Crystal Cruises, City National Bank, Ghirardelli Chocolate.Led cross-functional team of 12 people to develop and produce San Diego Zoo’s Monkey Trails advertising campaign in South Africa, resulting in $200K savings to client budget. Print advertising won Bronze Cannes Lion Award & “Finalist” at 2006 New York Festivals.Led cross-functional team of 8 people to develop San Diego Zoo’s Lion Camp advertising campaign; resulted in 15% increase in revenue over previous year, 56% increase in brand recognition and 78% increase in intent to visit; results exceeded industry norms and goals.

Managed retail advertising and client relationship for Mitsubishi Motors and Old Navy.Managed cross-functional teams and $10 million production budget for Old Navy seasonal campaigns.Managed development and production of integrated retail advertising efforts for Mitsubishi Motors’ dealers, while supervising a team of three. Negotiated and managed $9.2 million advertising production budget.

Managed daily operating business for University of California, Davis student-run newspaper.Responsible for $700,000 operating and advertising budget, maintaining a profitable margin. Interviewed, hired, trained, and coached staff of 140 employees.Organized an effective distribution schedule that met demand.

Entrepreneurship education program where students spend an academic year developing a business plan.Created an innovative wine retail business plan with team of four people.

Managed operating budget, fundraising, and alumni donations for University of California, Davis student-run rowing team.Successfully managed $80,000 operating budget and team finances. Led fundraising campaign that enabled purchase of new racing shells.