Franklin, Tennessee, United States
Highly accomplished Global Marketing Leader with a proven track record of driving significant revenue growth and market share expansion for leading beverage brands, including successful launches in the ready-to-drink (RTD) category. Expertise in international marketing and global expansion, brand strategy development, innovation, and go-to-market execution across diverse markets. Proven ability to lead and motivate high-performing cross-functional teams, manage multi-million dollar budgets, and deliver exceptional results that exceed business objectives. • Global Brand Leadership: Global Market Entry, Cross-Cultural Marketing, Localization Strategies, International Brand Building, Global Team Leadership, Global Expansion Strategies • Brand Management: Brand Strategy Development, Brand Positioning, Brand Revitalization, Portfolio Management, Brand Equity Building, Brand Planning, Communications Strategy, Brand Architecture • Innovation & Product Development: New Product Development, Innovation Pipeline Management, Consumer Insights, Trend Analysis, R&D Collaboration, Line Extensions, Product Innovation • Marketing Strategy & Execution: Integrated Marketing Campaigns, Go-to-Market Strategies, Channel Marketing, Trade Marketing, Digital Marketing, Social Media Marketing, Experiential Marketing, Public Relations, Influencer Marketing, Growth Strategy • Leadership & Management: Team Leadership, Cross-Functional Collaboration, Budget Management, Project Management, Performance Management, Coaching & Mentoring, Team Building, Culture Development • Analytical & Strategic Thinking: Data Analysis, Market Research, Competitive Analysis, Strategic Planning, Problem-Solving, Decision Making, Financial Analysis, P&L Management, KPI Tracking
Oversaw all aspects of the $85MM Splash Refresher Brand Family, driving P&L performance, developing and executing brand vision and strategy, leading integrated marketing campaigns (including package & pricing strategy), managing the innovation pipeline, overseeing agency partners, and directing route-to-market strategy.
Commercial strategy and innovation lead for Virtue Cider, a newly acquired craft cider brand, including new product pipeline, consumer insights / research, R&D for new product development, and long-term portfolio strategy.
Led the global launch and management of all Goose Island international marketing and brand activities across Canada, Mexico, Brazil, Chile, Australia, Japan, South Korea, China, United Kingdom, The Netherlands, Belgium, and Italy growing revenues to $67MM in 3 years. Responsibilities included: Brand Identity, P&L, Route-to-Market Strategy, Activation Toolkit Development, Strategic Planning, Portfolio Management, and New Product Innovation.
Owner of the innovation pipeline, route-to-market, portfolio strategy, and visual brand identity for Goose Island’s Beer Hug & Core portfolio ($90MM in revenues). Scope includes management of direct & cross functional teams, brand strategy, agency management, and promotional trade campaign execution.
Responsible for marketing strategy of a startup social marketing website and mobile app dedicated to bringing craft beer consumers and brewers closer through a variety of activities
Responsible for marketing strategy of a startup social marketing website and mobile app dedicated to bringing craft beer consumers and brewers closer through a variety of activities