Advisory
I work with beverage and luxury brands as a fractional marketing lead, on field marketing and experiential, and on taking a liquid from formula to shelf. I've built brands of my own from the inside and spent years running national field programs on the Bacardi portfolio.
Fractional Marketing Lead
For funded beverage and luxury brands that need senior marketing leadership before they are ready to hire for it full time. I cover brand strategy, field marketing, experiential, content and route to market.
Fractional Marketing Lead
Two to three days a week inside your business: brand strategy, team leadership, field and trade programs and launch campaigns. A good fit after a raise, when the plan has to start showing results.
For funded non-alc, functional, spirits and luxury brandsProjects
One defined problem with a set timeline and scope: positioning, go-to-market, a trade education program or a national field program design.
For brands, agencies, and PE and VC portfolio companiesSend a brief or an RFP. I'll come back with a scope, a team if it needs one, and a timeline.
Get in touchField Marketing & Experiential
This is where I've spent most of my career: national field marketing teams, ambassador programs, trade advocacy, and brand experiences at Art Basel, Coachella and SOBEWFF. The same work carries over to fashion, beauty and fragrance brands that want a café, a bar or a tasting and need someone who knows drinks.
Field programs
Design and direction of field marketing and ambassador programs: hiring profiles, training, market coverage, reporting, and the trade relationships that get a brand recommended when you are not in the room.
For beverage brands, portfolios and agenciesDrinks for activations
Signature serves, what can legally be poured, staff training and run of show for pop-ups, brand cafés, fashion-week bars and press previews, with or without alcohol.
For beauty and fashion brands and experiential agenciesScent and sip
Experiences that pair a fragrance with a drink, built with a perfumer's logic and a sommelier's palate.
For fragrance houses, hotels and retailProduction
Experiential production from concept to the finished room: vendors, budget, build and the night itself, at festival scale or for a private dinner.
For brands, clubs and luxury retailFormulation to Shelf
I hold a distilling certificate from IBD London, a sommelier certification and CRT tequila credentials, and I've taken my own functional non-alc brand to retail. You get one advisor for both the liquid and the route to market.
The liquid
Concept, sensory profile, functional ingredients and formulation guidance through co-packer readiness, with taste panels run the way a distiller runs them.
Non-alc, functional, spirits and ingestible wellnessThe shelf
Positioning, the packaging brief, pricing and the retail story, which is where a lot of good liquids get stuck.
Natural and specialty retail, grocery and e-commerceBoards & Advisory Seats
I take a small number of advisory board seats with beverage and luxury companies, accelerators and funds, where operating experience in field, trade and brand is useful. Structures are equity, cash or both, depending on fit.
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