EXPERIENCE

2024- : Sr. Brand Manager, Zig-Zag @ Turning Point Brands, CA

TPB is a branded consumer products company that markets and distributes products including alternative smoking accessories and consumables with active ingredients through our iconic and emerging brands. NYSE: TPB

2020-2024: National Marketing Manager @ Asahi Beer USA, NY

US subsidiary of Asahi Group, the fifth largest brewer in the world by volume with $16.9B globally in annual revenues from brands such as Asahi Super Dry, Peroni Nastro Azzurro, Pilsner Urquell & Grolsch, among others.

• Member of USA Leadership Team, reported to the Asahi USA’s General Manager as well as EMEAA Marketing Director, overseeing a $2m marketing budget. Championed brand development and growth of Asahi’s US beer portfolio. Accountable for the creation and execution of strategic marketing plans including launches of innovative on-trend products, trade and customer promotions, brand partnerships, package design, advertising, POS/merchandising, research/data insights, and agency management.  

• Realigned product segmentation matrix among brands to target end-user segments based on end-user needs and product applications resulting in streamlining of customer sales presentations.

• Enhanced premium positioning of Asahi’s key brands by developing a range of on-trend programming to drive brand engagement and occasional relevance to both consumers and members of the trade including promotional offers, seasonal & cross merchandising opportunities, as well as local/national/international brand partnerships.

• Redesigned packaging to add convenience features and highlighted key product attributes to enhance brand image and differentiate from the competition, leading to new customer conversions and increased brand funnel metrics.

• Reconfigured brand product mix strategy by rationalizing existing sku range to achieve greater efficiency in product management, production, and greater profitability.

• Created brand health tracker & sales/consumer data insights capabilities and developed monthly business review reports

2018-2019: Ast. Brand Manager: Kraken Rum @ Proximo Spirits, NJ

US subsidiary of Becle SAB (Jose Cuervo), Proximo is a leading US producer, distributor, importer and marketer of premium spirits in a portfolio including premium brands such as Jose Cuervo, 1800 Tequila, Three Olives Vodka, Bushmills Irish Whiskey, Proper No. 12 Irish Whiskey & The Kraken Black Spiced Rum, among others.

• Reported to the Senior Brand Manager, leading a team of 3 marketing assistants, numerous agency partners and a $25M annual marketing budget. Established a business development strategy for The Kraken Black Spiced Rum brand in the U.S. which served as the global lead on the brand. Created strategic marketing plans to aggressively expand distribution and visibility for the brand. Developed, tested, and launched media campaigns which included TV, digital and OOH. Secured local and national brand partnerships across channels; including venues, music, brands & influencers. 

• Delivered growth despite a declining rum category and launched the first new product for the brand, from concept testing through to commercial launch, achieving 96% of Off-Premise distribution and 78% of volume of the previous SKU launched, in 2 months’ time.

• Developed a new brand campaign including new creative positioning, visuals, assets (TV, video, web, social, Point of Sale, experiential), and delivered brand guidelines to document the brand identity, tone, mission statement, competitive positioning, and target persona, to ensure global consistency across marketing touchpoints

• Enhanced affinity with consumer target through product placement, content partnerships, influencer programming, and event marketing strategies.

• Re-launched and expanded membership for brand loyalty platform - League of Darkness by +120%, restructuring the  brand digital ecosystem, including site, search, social, email, and direct-to-consumer store.

• Led brand health tracking, sales/consumer insights + developed quarterly business review reports

2015-2018: Brand Manager @ Marussia Beverages, NJ

US subsidiary of The Marussia Beverages Group, an international producer and distributor of specialty wines & spirits with $9M in revenues and 50 employees in 10 locations across the US. 

• Reported to the Marketing Director, leading a team of two marketing assistants in planning and executing the marketing mix on 3 imported premium specialty spirit brands; Bärenjäger Honey Liquer, STROH Rum & Schladerer Fruit Brandies. 

• Increased company sales by over 20% by securing an exclusive marketing and distribution agreement for the company’s largest brand, Bärenjäger Honey Liqueur, from Mast-Jägermeister (formally Sidney Frank).

• Served as the face of the brands in regards to distributor/wholesaler relationships.

• Organized and executed grass routes consumer and trade programming maximizing return on a limited marketing budget.