— Experiences & Results Snapshot —
- Revitalized Constellation Brands' largest wine brand ($350M) — a category icon that had fallen into decline. Restored category outperformance after 3 years lagging and drove growth in a down market, reclaiming its status as the #3 US wine brand.
- Shaped two CPG brands into attractive acquisition targets and successfully led their post-sale divestiture transitions.
- Built Saturday Night Live’s digital business from the ground up and co-founded its digital brand, Above Average – a leading content marketing and branded integration platform. Among the top 1% of branded digital platforms on YouTube; 8.6M subscribers and over 2B views in under 5 years, surpassing peer benchmarks by 5-10x).
- Architected multi-year brand strategy and growth roadmap for SVEDKA Vodka and led 70+ member cross-functional team through end-to-end brand transformation projected to increase revenue +24% and GP% +11.6bps by FY30 by growing relevance, broadening shoulders via innovation, optimizing unit economics, and shifting mix.
- Developed and launched the most successful brand platform and marketing campaign of the last 10 years within Constellation Brands’ Wine & Spirits Division – building relevance and unlocking Penetration with younger buyers without alienating Woodbridge Wines' core audience and driving significant lifts across all funnel metrics, Consideration-driving relevance KPIs, retail velocity, and CLV (via frequency & AOV).
- Owned development & commercialization of over 40 new CPG products (new-to-world innovations, line extensions & LTOs) from white space identification through launch.
- Created insights-to-action methodology now used across Constellation Brands' Wine & Spirits Division to identify key business drivers and drags and translate insights into strategies and profitable marketing programs. Pilot program drove $1.9M in incremental revenue within 1month.
- Established a Category-leading loyalty program, quadrupling members and increasing members’ CLV by +73% within 1 year.
- Spearheaded 50+ SKU packaging refresh that reduced COGS and improved gross margin by 7.8bps while increasing purchase intent by 17% among target affordable luxury buyers without alienating core.
- Streamlined Austin Cocktails’ distribution and growth strategy, accelerating velocity +40% and establishing a scalable playbook for national expansion.
- Led creative strategy and owned development of several TV shows from ideation through development, production and delivery — applying market data, trend-mining, white space identification and predictive analytics to conceptualize and produce short and long-form content that engaged and connected with diverse audiences.
- Oversaw full-scale TV productions; directed, motivated and managed creatives, talent and crew from pre-production through delivery.
- Pioneered content strategy for TV arm of an emerging Hollywood studio.
- Optimized performance-driven media mix through MMM and campaign performance analysis, boosting ROAS +23%, reducing CAC -28% and unlocking $30.2M in incremental media-attributable revenue (+5% vs PY) with -25% less spend.
- Evolved and enhanced retail activation and trade investment strategy, validating diminishing ROI of legacy sponsorships through data-backed analysis and securing sales buy-in to reallocate spend toward insight-led strategic partnerships and programs which regained lost merch share and drove a +6% lift in attributable sales via integrated e-comm and retail execution.
- Redefined growth target, increasing retention +11% and acquiring 2.9M new buyers by shifting focus to a larger segment with higher spending power, lower CAC and values aligned with the core audience, enabling marketing to resonate with both target and loyalists.
— Executive Summary —
A seasoned, multidimensional brand marketer, growth strategist and GM with a unique creative edge, I bring deep experience building high-performing, culture-shaping businesses and brands as both a leader and an operator.
My career arc – including my latest role as GM and acting Head of Brand over a $300M portfolio at Constellation Brands – has shaped a rare blend of strategic and creative vision, analytical rigor, operational excellence, and entrepreneurial drive that uniquely positions me to unlock value across industries and deliver both marketing excellence and commercial success.
- 15 years of experience in brand management, omnichannel marketing, growth strategy, innovation, and storytelling across CPG, wine, spirits, entertainment, media, leisure, and lifestyle
- 13 years leading high-functioning teams (brand, digital, creative, cross-functional) including 5 years directly leading and managing creatives through development and production of original digital and TV series for major networks and streaming platforms
- Top 25% of MBA Class at Stanford Graduate School of Business; STEM Peer Tutor & Arbuckle Leadership Fellow
- Proven record scaling founder-led lifestyle brands, revitalizing iconic CPG brands across lifecycle stages and budget ranges, growing emerging disrupters into Category leaders, and positioning brands for acquisition with full brand and marketing P&L ownership.
- Senior leadership roles in a Fortune 500, a venture-backed startup, and a private, family-owned business; practiced navigating politics and red tape.
- Founder experience from all sides – as a founder, reporting to a founder, and as the post-acquisition leader of a brand with founders still actively involved.
- Fluent in both corporate and creative cultures; proven poet-quant: 8 years in big CPG brand management with end-to-end ownership over $1-300M+ wine, spirits & RTD brands including full P&L and GM responsibilities/ 7 years in entertainment as a creative strategist, writer, producer, showrunner and leader of creative teams and departments.
- Deep experience driving demand in highly-regulated environments and complex, omnichannel marketplaces and distribution system.
- Extensive network of experts and leaders across industries and functions.
- Based in San Francisco, CA — formerly resided in Boston, NYC & LA.
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