WHERE I WORKED

Over the past 20 years I’ve had the privilege of leading marketing efforts for iconic brands and building new-to-market brands from the ground up.

  • LVMH: Hennessy, Grand Marnier

  • Gruppo Campari: Campari, Cabo Wabo/Espolon Tequila, Wild Turkey Bourbon

  • Nike: Converse

  • Away luggage

  • ABinbev: Innovation

  • Cumulus Coffee

WHAT I WORKED ON

A few samples of brand strategies, product launches and campaigns I’ve led.

AWAY

JULY 4 NY TIMES TRAVEL CAMPAIGN

How can a luggage brand position itself as a travel brand and capitalize on the massive return to travel post pandemic?

Armed with a new brand belief (the more the travel, the better the people) we ran this bold and thought-provoking one page ad in the July 4 NY Times 2021 to remind people of the importance of travel.

Collaborating closely with creative, media, and PR teams, this campaign earned industry accolades, generated extensive press, and re-energized the Away brand at a pivotal moment, reigniting consumer passion for travel..

Brand strategy, brand campaign, creative idea, media stunt

CONVERSE

CONVERSE X GOLF LE FLEUR COLLAB WITH TYLER THE CREATOR

In 2017, Converse sought to reconnect with Gen Z by partnering with the innovative, rising hip-hop artist Tyler, The Creator. With product design in place, our goal was to launch the collaboration in a way that would build hype and let Tyler’s creativity take the lead. So, we handed him the creative reins.

As a leading member of the cross-functional team, I helped bring this launch campaign to life, crafting a rollout that fully showcased Tyler's unique vision. The sneaker drops were an instant sell-out, and this collaboration remains one of Converse’s most successful partnerships to date.

Launch planning, partnership, content, storytelling, campaign

ABinBEV

INNOVATION AND BRAND CREATION BEYOND BEER

To help future proof AB InBev’s portfolio, I jump started the brand creation function within the company’s innovation department, focused on developing and incubating new-to-world brands in the beyond beer space.

Over two year period we created and launched four new brands, including Cantaritos by Jarritos, one of the most successful beverage innovation of 2023

Innovation, brand creation, brand design, launch planning, content, storytelling

AWAY

PRODUCT / COLLECTION LAUNCHES

As VP of Brand Marketing, I led the strategy and marketing for each new collection drop, using every launch to reinforce Away’s position as a travel brand and deepen our bond with our community of fans. Through brand-led storytelling, captivating creative, and culture-driven partnerships, each release became more than a product—it became a chapter in a larger travel narrative.

Featured work: Away x Serena Williams, Away x Pantone, Pet Carrier, Chalet Collection, Away x Rashida Jones, Holiday campaign, Away x KITH

Brand strategy, brand campaign, product launch, brand storytelling, creative, content,

Building super premium spirits brands through defining launch and relaunch strategies

SPIRITS

When Gruppo Campari bought the Espolon distillery, it came with a sleepy, traditional tequila brand.

I kick started brand re-design and crafted global strategy for expansion beyond US.

Grand Marnier hadn’t come up with a new product in decades. Introducing Navan, as vanilla riff on the classic.

I was part of the brand team that designed the brand and executed the launch, creating big buzz and newness.

Re-launched legendary Cabo Wabo Tequila from Sammy Hagar with upgraded packaging and visual brand identity.

Grounded in the rock’n roll attitude of the brand and infused with that elevated Cabo way of life for the modern super-premium tequila aficionado.

Exclusive Single Malt brand The Glenrothes used to only sell limited edition vintages.

I managed the brand in the US when we launch Select Reserve, a non vintage variant to critical acclaim.

CUMULUS COFFEE

LAUNCHING A REVOLUTIONARY COLD COFFEE BRAND ONLINE & OFFLINE

The Cumulus Coffee Company is a start up making a one of a kind at home cold brew machine. Backed by ex Starbucks CEO Howard Schultz. and fueled by proprietary technology, it aims to brings premium cold coffee home, ending the frustrations of cold brew lovers everywhere.

Designed to be a luxury coffee experience, Cumulus is a DTC brand in the process of launching. I built the marketing engine, from digital to experiential, powering the go-to-market approach and consumer launch through a brand first lens. The focus was on elevated content telling the story of cold coffee and experiential activations showcasing the technology and the range of coffees.

Brand strategy, launch, storytelling, DTC, experiential, start-up

Web

Experiential