Download PDF

Summary

Driven marketing leader with 15+ years of hands-on experience scaling emerging brands in the beverage space. Trusted by both startups and established brands to maximize their hard-earned dollars through effective brand positioning and impactful campaigns. I've worked on both the agency and brand sides, collaborating with some of the fastest-growing beverage brands in the industry. I believe in free thinking, hard work, and small egos. I believe that in a street fight, creativity would lose to common sense—but would kick conventional wisdom’s ass. I thrive in ambitious, growth-driven teams that value the power of ideas to build lasting brands.

Skills

brand development & leadership

Spearheaded multiple campaigns including digital, experiential, and PR establishing brands as market leaders within the spirits sector.

Digital Marketing & Social Media

Extensive experience with digital marketing strategies including SEM, SEO, and social media engagement.

Strategic Marketing Execution

Designed and executed marketing strategies that significantly increased brand visibility and market penetration.

budget development & management

Setting clear objectives for allocations and thoughtful allocation of resources. 

brand planning & management

Articulate brand vision and mission to the target audience giving them a "reason-to-believe" 

Team Leadership & Development

Built and led high-performing marketing teams, fostering a culture of creativity and accountability.

Work History

Director of marketing

Broken barrel whiskey co
March 2017 - February 2020December 2021 - march 2024

Broken Barrel Whiskey Co. focused on innovation, positioning, and pricing strategy to regularly release a variety of unique award-winning whiskeys distributed nationwide. The brand's signature and trademarked concept called an "Oak Bill" paved the way to being named the most innovative whiskey company in the world in addition to being awarded "Worlds Best Kentucky Finished Bourbon". 

CORE ACCOMPLISHMENTS:

  • Led marketing strategy, positioning Broken Barrel as a market leader through the trademarked “Oak Bill” concept, earning “World’s Best Kentucky Finished Bourbon.”

  • Developed and executed multi-channel campaigns (digital, event marketing, PR), growing brand loyalty and expanding consumer base by 30% year-over-year.

  • Managed distributor relationships across retail channels (grocery, c-stores, on-premises), optimizing pricing and incentives to drive sales growth.

  • Directed cross-functional teams and agency partners, ensuring consistent brand voice across DTC platforms, social media, and experiential activations.

  • Pioneered e-commerce initiatives, increasing online sales by 25% through targeted SEM and social media strategies.

    Cheif executive officer - contract

    marussia beverages
    June 2021august 2021

    Global beverage company with a portfolio of 14 distilleries and wineries, focused on premium spirits and innovative beverages.

    CORE ACCOMPLISHMENTS:

    • Led strategic brand acquisition planning to expand the portfolio, targeting U.S. market growth as the anchor for increasing market presence by 15%.

    • Developed a vision for a U.S.-based destination with a consumer-facing tasting room and RTD production capabilities, aligning with emerging beverage trends like cannabis-infused drinks.

    • Managed cross-functional teams and global stakeholders, aligning marketing and sales strategies to support portfolio growth.

    • Parted ways amicably due to differing strategic visions with the Global CEO, maintaining strong industry relationships and a focus on U.S. market innovation.

    Central plains manager

    Ole Smoky Tennessee Moonshine
    April 2014 January 2016

    Ole Smokey is one of the fastest-growing beverage companies in North America, propelled by flavor innovation and brick-and-mortar locations. Ole Smokey captures its audience with a perfect blend of next-door-neighbor familiarity and heaps of Americana.

    CORE RESPONSIBILIES:

    • Managed wholesaler partnerships across multiple states, driving sales strategies and brand consistency to meet KPIs, resulting in 20% regional sales growth.

    • Leveraged consumer trends to develop marketing programs, enhancing brand visibility in grocery, c-stores, and on-premises channels.

    • Acted as primary liaison between wholesalers, customers, and internal teams, streamlining communication to support market expansion.

    • Contributed to brand-building efforts, including experiential marketing and retail activations, strengthening Ole Smoky’s market presence.

    co-Founder - VP Spirits Division

    The Proof agency
    November 2012June 2017

    The Proof Agency specialized in packaging, positioning, and marketing strategies that generate sales. My role was to lead efforts to communicate the brand message in the right place at the right time.

    CORE ACCOMPLISHMENTS: 

    • Spearheaded strategic planning and execution of marketing plans for beverage clients, increasing brand awareness and sales by 15% on average.

    • Managed client relationships, serving as the primary point of contact and ensuring satisfaction across retail and wholesale partnerships.

    • Collaborated with dispensary and retail partners to create impactful programming, gaining insights into consumer preferences and market trends.

    • Presented innovative solutions, including DTC campaigns and social media strategies, to drive client growth in competitive markets.

    co-founder - Vp Sales & Marketing

    Mastermind vodka
    February 2008December 2012

    My primary objective was to provide leadership, vision and drive to profitably grow the company’s revenue.

    I achieved this goal through a heavy focus on experiential marketing, PR and experience based tactics. 

    CORE ACCOMPLISHMENTS: 

    • Launched the brand with experiential marketing, PR, and guerilla tactics, increasing visibility and securing distribution in 20+ states.

    • Developed DTC strategies, including early e-commerce efforts, to engage consumers and drive direct sales in a competitive spirits market.

    • Developed strategic partnerships with local dispensaries to explore cannabis-infused beverage opportunities, laying groundwork for future market entry.

    • Recruited and led a high-performing team, fostering a culture of creativity and accountability to support brand growth.

    managing partner

    Pro's & Consultants
    August 2007January 2009

    P&C specialized in increasing liquor sales for the on-trade through menu design, POS, and brand activations.

    The business evolved into an eclectic shop working on projects for Nielsen and Arbitron to Applebee’s Restaurants and local brewpubs.

    P&C was dissolved in early 2009 after I co-founded  Mastermind Vodka.

    Education

    Samples of workproduct

    brands I've had the pleasure to work with