Sr. Director, Marketing

March 2023

Director, Private Label

April 2022

Led the Endless West Marketing team, including: branding, communications, trade, field, event, and digital marketing

Sourced, managed and led creative partners: PR, designers, copywriters, and web designers

Created a robust turnkey spirits brand portfolio for private label sales execution, including a micro digital marketing platform to elevate brand recognition and establish relevance among category benchmarks

Oversaw the development of company website, sales materials, advertorials, event activations and annual catalog

Developed creative materials and spirits brands for Endless West; examples include sales presentations, brand development, websites and event and sales collateral

Crafted messaging to credentialize and substantiate Endless West’s tech forward and sustainable spirits making process, differentiating Endless West’s tequila and whiskey from traditional spirit producers

Utilized competitive category research via NIQ to identify growth brand benchmarks in RTDs and Spirits across various categories for competitive brand development in the private label category

Supported business development and lead generation

Collaborated to develop tools to improve communications, infrastructures, and support cross-departmental project management

Spearheaded developing an internal process for developing digital platforms and assets for private label brand sales tools, and messaging

led and developed processes with production operations to streamline dry goods procurement and sales sampling process

Worked extensively with TTB compliance and domestic and International Intellectual property protection

Director of Business Development

March 2020- February 2022

Led IJW Whiskey Company’s thriving private label business. Owned product development, messaging, strategy, partner marketing and packaging decisions. Created a new line of business that generated durable revenue stream with proven growth potential. Cultivated and nurtured partner contacts and developed innovative growth opportunities and targets.

Responsible for creating and executing private label brand development, marketing, and sales, including: ideation, trademark, branding, digital platform, sales execution, compliance, dry goods procurement, and logistics

Spearheaded brand marketing that assisted 400% brand growth over forecast in 2021

Owned external facing product development and innovation road maps, working in tandem with the distilling and production team

Developed a series of marketing assets for campaigns, sales tools, and messaging highlighting key initiatives and top benefits of our product against competitors.

Influenced and collaborated with business planning on pricing initiatives and packaging options to drive revenue and improve upsell opportunities.

Developed and maintained relationships with key National Account retailers in the private label space

Provided strategic guidance to leadership regarding industry and consumer trends, potential acquisitions, retail network, regulatory compliance, private label distribution and margins

Conducted competitive category research and supported initiative development through Nielsen and IRI to analyze competitive brands and potential growth areas for new product development

Drove private label program from infancy to over 42K 9L cases in sales and generated ~7 M in revenue in 2021 in a single retailer

Agency Brand Director, March 2019-March 2020

Led private label product development and launch, collaborating with key stakeholders across all business units to deliver ~$8 M in annual revenue.

Oversaw agency brand development, marketing, and sales, while maintaining established products.

Spearheaded product ideation, trademark, branding, digital platform, sales execution.

Assisted in the development of product roadmaps, pricing and updates, working closely with the operations and production team.

Created impactful marketing assets for consumer and business facing campaigns, and sales tools to leverage product features and benefits.

Developed pricing initiatives, product placement and packaging presentation to drive revenue.

Developed and maintained relationships with key National Account retailers in the private label space

Cultivated relationships and worked with large key retailers and national accounts (Total Wine & More, BevMo, ABC, Goody Goody, Specs, etc.) to develop new private label products and custom products and maintain existing business

Analyzed sales market data to identify brand trends, innovation and opportunities

Developed Retail National Account programming for Nue Vodka

Director of Sales, February 2016 – January 2019

Oversaw all operations and sales in current and emerging markets in the United States, Duty Free, and military including creation and execution of sales and marketing programs, managing personnel, pricing, state listing, inventory, budget development, and monitoring.

Created innovative goal oriented sales and operational strategies for specific markets/sub-markets, which included sales marketing programming for on-premise and retail accounts

Achieved an increase in sales growth for all combined markets of 91% year over year

Opened 14 new markets including the states of Maryland, Delaware, Rhode Island, Georgia, Florida, Tennessee, North Carolina, West Virginia, Pennsylvania, the military and the Duty-Free Channel

Closely collaborated with team members in production, corporate, and brands to ensure proper compliance and introduction processes for all new brands

Developed and cultivated mutually beneficial relationships with various brokers and wholesalers including Breakthru Beverage, Horizon, RNDC, Blueprint Brands, and United Distributors addressing pricing and programming which drove an increase in market share and profitability

Effectively pitched and managed key national accounts, including Binny's, Whole Foods, Wegmans, Jewell-Osco, Shaws, and Total Wine & More that contributed over $50K in sales over 2018 and 2019 to date

Recruited, hired, led, and mentored a team of seven regional managers and brokers

Successfully executed duties related to managing product sales in several areas, including the Northeast, the Eastern seaboard, the Carolinas, Kentucky, Ohio, Indiana, and Illinois.

Enhanced relationships with wholesalers and brokers in areas of pricing and programming with companies such as Southern Wine & Spirits, Glazer’s, RNDC, Ben Arnold Beverage, and Empire Merchants that increased sales by 60% year over year

Increased marketshare by 65% in national and regional chain accounts, such as Kroger, Total Wine, Binny’s, Burkot’s, Caputo’s, and Greene’s

Created and implemented a nightlife activation program with Marquee Nightclub for the Heisenberg line

Increased brand awareness in the Eastern region by strategic advertising in beverage trade media and corporate partnerships with regional restaurant groups, Taste of the Nation and SYMAL

Managed markets in the mid-Atlantic region: Maryland, Washington, D.C., Delaware, Virginia, and Pennsylvania including distribution management, pricing, programming, on and off- premisesampling, and events.

Introduced multiple company products in five states by drafting pricing analyses, acquiring state listings, planning and launching events, wholesaler product launches, and sales team blitzes.

Substantially increased on and off-premise sales in conjunction with key accounts by the continued development of those relationships and catering to specific needs when requested

Managed markets in the mid-Atlantic region: Maryland, Washington, D.C., Delaware, Virginia, and Pennsylvania including distribution management, pricing, programming, on and off- premise sampling, and events.

Introduced multiple company products in five states by drafting pricing analyses, acquiring state listings, planning and launching events, wholesaler product launches, and sales team blitzes.

Substantially increased on and off-premise sales in conjunction with key accounts by the continued development of those relationships and catering to specific needs when requested

Created and utilized various on-premise cocktail programs, point of sale items, and displays that were used nationally through Living Social and local retailers