— Experiences & Results Snapshot —
- Revitalized Constellation Brands' largest wine brand ($350M), Woodbridge Wines (formerly Woodbridge by Robert Mondavi) — 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.
- 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 - ultimately leading to a premium-value sale.
- 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 .01% of branded digital platforms on YouTube; 8.6M subscribers and over 2B views in under 5 years, surpassing peer benchmarks by 5-10x.
- Shaped two CPG brands into attractive acquisition targets and successfully led their post-sale divestiture transitions.
- Developed and launched the most successful brand platform and integrated marketing campaign of the last decade within Constellation Brands’ Wine & Spirits Division – driving cultural relevance +21%, full-funnel lift across age cohorts (target conversion +31%, core +9%), and buy rate to #1 in the price segment via 360 activation across paid digital & social media, earned/owned PR, SEO, influencer partnerships, experiential, seasonal retail programs.
- Owned development & commercialization of over 40 new CPG products (new-to-world innovations, line extensions & LTOs) from white space identification through launch.
- Led expansion of CPG’s first-ever real-time ad-to-sales attribution loop for Black Box Wines which proved digital ROI by linking online ads to offline sales and optimizing mid-flight to lift conversions 49% and monthly offline sales 55%.
- Fueled retention via packaging refresh; QR codes, vanity URLs & CTAs increased post-purchase PDP/Product Locator traffic +300%.
- Established a Category-leading loyalty program, quadrupling membership, increasing high-value engagement 9x, and boosting members CLV +73% within 1 year while capturing actionable insights to inform future marketing and innovation pipeline..
- 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.
- 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.
- Streamlined Austin Cocktails’ distribution and growth strategy, accelerating velocity +40% and establishing a scalable playbook for national expansion.
- Analyzed MMM, campaign and SEO performance to optimize media mix, boosting ROAS +23%, reducing CAC -28% and unlocking $30.2M in incremental media-attributable revenue (+5% vs PY) with -25% less spend.
- Redefined growth target and consumer segmentation, 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.
- Co-developed rapid‑deployment, performance-led trade program system; pilot drove $1.9M incremental revenue in 2 months.
- Led testing and data analysis to challenge legacy sponsorships, unlocking $3.2M to fund data-backed brand experience strategy with culturally resonant strategic partnerships, e-comm integrated trade programs, and a retail promotional calendar that maximized ROI for brand and retail partners, driving merch share gains (+2pt) and lifting sales (+6%).
- Forecasted 70+ SKU portfolio with 99.8% accuracy while co-leading AOP and long-range planning with Sales & Finance leads.
- Developed and launched scrappy influencer campaign + social media contest for Mondavi sub-brand that outperformed engagement KPIs by 300% and delivered 212K microsite visits in 4 weeks – far exceeding 8.7 visits per viewer and minutes per session benchmarks.
- 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.
— 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 of SVEDKA Vodka and Acting Head of Brand & Marketing 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, marketing, growth strategy, innovation, and storytelling across CPG, Beverage Alcohol, tech, entertainment, and media
- 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 Boston, NYC & LA.
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