Experienced marketer & storyteller with over a decade of experience in consumer packaged goods specializing in culture marketing, brand building, and strategic partnerships. Led successful campaigns for Diageo, Pernod Ricard, and Arcane that have delivered tremendous value to the business. Passionate about driving social, cultural, and economic impact through relevant, on-brand, and customer-centric integrated marketing. Thrives in dynamic environments with an entrepreneurial mindset. Committed to inclusivity, authenticity, and innovative thinking. Open to discussing career and partnership opportunities.
During my time at Xavier University in New Orleans, I was known as the ultimate culture creator. I established myself as an artist development representative for both Def Jam and Bad Boy while working at a record store, Sam Goody. Beyond that, I gained experience working in various roles such as an Executive Assistant and On-Site Coordinator for the Essence Music Festival and Jazz Festival, and as a Director for multiple local TV shows on New Orleans Public Access TV. I even founded a company and produced a nationally touring hip-hop freestyle battle that spanned cities such as Philadelphia, San Francisco, and Los Angeles.
Marketing Director |
Arcane Distilling
From February 2022 to March 2023 • 1 year(s)
• Developed and executed the brand strategy and go-to-market plan for the new distillery and three consecutive new products released within the first 120 days, reintroducing Arcane to the US market.
• Orchestrate and manage all aspects of brand communication and development, including consumer segmentation and targeting, content strategy, digital presence, and PR efforts.
• Manage cross-functional, collaborative relationships with external partners (agencies, brewers, wholesalers, etc.) and internal partners (brand accelerator leads and public relations) to create integrated online and offline experiences that maximize campaign value.
• Manage the fulfillment of all advertising & branded materials related to sponsorship and ambassador agreements, including completing creative briefs.
• Oversaw the development of a DTC-optimized website that contributes 20% of the company’s total sales.
• Collaborated with a PR agency to create and execute media campaigns and events increasing visibility across key audiences. The inaugural launch campaign resulted in 20+ placements in outlets (Maxim. Urban Daddy, Deligram, and Inside Hook, etc.) and sampled 750+ new consumers across three events.
• Conducted ongoing ROI analysis of all programming and reported quarterly to the CEO, investor board, and other key brand accelerator stakeholders.
Senior Marketing Consultant |
Craft Brand Theory
From June 2021 to February 2022 • 1 year(s)
• Procured short term consulting contracts during interim between jobs due to lay off from previous employer, Pernod Ricard, following global restructuring.
• Conceptualized and executed the marketing strategy for AFROPUNK Atlanta festival and an influencer campaign for a collaborative partnership between Coca-Cola, Atlanta Braves, and National Center for Civil and Human Rights, exceeding social media engagement and on-site attendance targets.
Senior Manager of Culture Marketing |
Pernod Ricard
From February 2019 to June 2021 • 2 year(s)
• Pioneered and oversaw the company's first culture marketing department; translated Avion, Martell, and Jameson objectives into cutting-edge marketing campaigns that demonstrated tangible business and brand impact, including increased brand salience, and sales growth across diverse audiences.
• Nurtured brand relationships with celebrity endorser talent including Quavo, Ghetto Gastro, and Anderson Paak, as well as over 50 macro and micro ambassadors within the program ecosystem.
• Galvanized agency partners with effective creative briefing and communications to deliver integrated multi-platform, multi asset sponsorships and campaigns, on time and within budget.
o One success among many included Avion’s “Depart The Summer” campaign which surpassed the share of conversation (brand mentions) goal by 260%, making Avion the 3rd most-mentioned tequila brand for the month.
• Coordinated the fulfillment of all advertising & branded materials related to sponsorship, celebrity endorser and program ambassador agreements, including digital assets.
• Served as a core contributor and cultural thought leader in the development of the annual global brand plans for Martell Cognac, Avion Tequila, Jameson Irish Whiskey, and Perrier Jouët Champagne.
• Collaborated with brand and analytics teams to ensure proper measurement of KPIs and process was effective for continuous improvement.
Senior Manager|
The Fader
From July 2017 to January 2019 • 2 year(s)
• Collaborated with multiple agencies and Pernod Ricard brand teams to develop content marketing strategy and assets, as well as managed influencer partnerships and executed national event plans.
• Pioneered and man “Home by Martell ATL”, a first-of-its-kind 18-month pop-up brand residency, generating more than 5M organic Instagram impressions, 175K consumer-generated content posts, and increased brand salience and awareness with paid media amplification.
• Strategized, developed, and administered a Perrier Jouét Champagne prestige nightlife activation and influencer engagement platform, resulting in a 200% uplift in Belle Époque Rosé on-premise sales in target accounts during the program period.
Lifestyle Manager|
Legacy Marketing Partners
From August 2015 to July 2017 • 2 year(s)
• Collaborated with Pernod Ricard brand and trade marketing teams, as well as media partners such as Complex Media and The Fader, to develop and deliver content marketing and digital assets, and execute annual national experiential and influencer campaigns for the US market.
Marketing Director |
Breakthru Beverage
From July 2011 to March 2015 • 4 year(s)
• Oversaw the strategic planning, development, execution, and ongoing ROI analysis of the annual marketing programs across the Diageo portfolio.
• Strategized and administered go-to-market strategies to successfully execute new product launches, including the Cîroc Peach flavored vodka, which ranked as the #1 bestselling new spirits item in 2012.
• Overhauled all aspects of the local Bulleit Bourbon content strategy to integrate new technologies and an innovative go-to-market tactical execution, leading to 65% sales growth YOY, positioning Washington DC as the top-performing US market in 2013.
Associate Brand Manager|
Diageo
From April 2009 to July 2011 • 2 year(s)
• Co-developed and managed Smirnoff’s Master of the Mix platform, the beverage industry’s first unscripted reality TV show resulting in 10M viewers first season and a 12% increase in viewers in the subsequent season.
• Conceptualized new-to-world 30-second TV commercials that highlighted 12 local bartenders across target diverse U.S. markets resulting in an average increase of +5% sales growth in the on-premises.
• Oversaw the launch of a new Smirnoff product extension with customized Master of the Mix limited edition packaging that accelerated Smirnoff brand affinity among diverse audiences.
A very warm welcome to you. It is lovely to
have you among us. May you have a blessed,
constructive and prosperous day. Stay strong.
If you are interested, you can visit my profile
and click on the link to my website and view
a free webinar that will show you how to
start an online business.
Tagged by
Ralph White on 05/08/2023
