New York, New York, United States
US responsibility for premium and super premium brand portfolio, including Stella Artois, Kona Big Wave, Estrella Jalisco, others.
Led growth and marketing for Michelob Ultra, one of four ABI global brands, with responsibility for driving ABI’s leadership in the health and wellness segment. I managed brand development and commercial growth acceleration across 20+ countries. Michelob Ultra is the second most valuable beer brand in the US and pioneer in the better-for-you segment of the alcohol category.
Senior most member of global brand team, with oversight of Corona’s integrated marketing campaigns, branded content and digital strategy, cultural relevance agenda, and creator community building. Principally, I built the team and led the transformation to position Corona as a progressive marketer, evolving from a traditional advertising mindset to behave with the mentality and approach of leading publishers. Widely recognized leader in delivering consistent double-digit topline growth, record levels of brand health, and developing Corona into the second most valuable alcohol brand in the world. A few highlights: - Concepted and launched 'Corona Studios', an in-house content and entertainment operation delivering high-frequency, story-led creative across the brand's passion points, ranging from weekly short films, original IP, and daily snackable assets developed in partnership with a homegrown community of over 300 leading creators. Drove new operating model to facilitate execution, resulting in elevated audience growth across owned channels, and new benchmarks for content quality and efficiency. Work yielded numerous awards across leading international film festivals. Oversaw and launched Corona’s first original content series, ‘Free Range Humans: Life Outside the Cage’ globally. - Led 360 IMC process for development of “From The Natural World”, "Paradise. Best Served with a Lime", and “THIS IS LIVING” tentpole brand campaigns. - Landed and developed beer industry’s first non-alcoholic, vitamin D infused innovation, Corona Sunbrew. Included concept and development of ‘Sunshine Anytime’ platform and pack design. - Led Corona's entry into the travel industry with the development of "Rediscover Paradise", a proprietary domestic tourism platform launched in 10 countries, designed to stimulate local travel in the wake of COVID and aid 14,000 ailing independent resorts. Millions raised, with over 1 billion impressions generated in 3 months.
Management for fast-rising Island/Def Jam recording artist.
Strategic growth advisor to leadership team of publicly traded healthcare best practice consultancy. Managed multiple sales teams against monthly and annual revenue and lead generation targets for suite of surgical service and ER analytics technologies.