BERO

Leading all things brand, marketing, and commercial at BERO. 

Born in London, Crafted in America, Enjoyed Worldwide. BERO is a premium, non-alcoholic beer created by Tom Holland.

VP, Head of Marketing & Commercial

AB InBev

Building and incubating AB InBev's innovation brands (Joint Ventures, Commercial Partnerships, and New-To-World Concepts) - creating the beverage portfolio of the future. Responsible for all components of brand building; ie. Consumer Muse, Brand Positioning, Visual Brand Identity, Packaging Design, Communications Strategy and Marketing Activation plans to support the brands’ in-market incubation/pilot phase. Responsible for building plans for PR, OOH, paid media, organic social, content, brand partnerships, experiential/activations, trade marketing, influencer programming, liquid sampling, and other marketing/comms levers as needed. Working closely with internal cross functional partners, commercial and regional/wholesaler counterparts, as well as external creative and activation agencies to execute plans. Evaluating KPIs and addressing optimizations regularly, and providing updates to senior leadership on brand development and expansion opportunities.

(Los Sundays Tequila Seltzer, Noonshine, Beach Day)

Director, Marketing & Innovation 

In October of 2022, my scope increased to include additional direct reports, and all of the trade marketing and commercialization efforts across the brand portfolio - as well as the responsibilities outlined in the Occasions Director scope below. This scope expansion also included all shopper marketing strategy and retail program oversight.

Brand portfolio includes: Hoop Tea, MD2020, RITAS, Margaritaville, and Neon Burst.

Director, Commercialization 

Launchpad is a new team at Anheuser-Busch dedicated to nurturing early-stage brands and preparing them to successfully scale nationally. In this role I sit within the commercial team leading Occasions Marketing across the Launchpad portfolio - ie. defining where, when and why our brands show up. Managed one direct report (Manager, Experiential) and worked closely with counterparts leading Communications and Trade Marketing across the portfolio.

-- Lead the portfolio annual 1-Year Planning process and ensure cohesive brand plans are created and cascaded to key stakeholders.  
-- Own experiential strategy across the portfolio.
-- Lead IMC briefings and execution plans across the internal and external stakeholders and teams.
-- Oversee brand partnership opportunities.
-- Set trimester portfolio "blueprint" informed by key selling moments and brand occasions framework.

Brand portfolio: BABE, Hiball Energy Seltzer, Hoop Tea, 10 Barrel Cocktails, Devils Backbone Smash, Boxology, SoCo, MD 2020, and 101 North.

Director, Occasions Marketing - Beyond Beer Launchpad

Worked with a variety of consumer brands (startups, early-stage businesses) to provide marketing/partnerships leadership and support on key projects:

- Wellory - Sr. Director of Strategic Partnerships [FTE: July 2021 - Dec 2021]
- Lox Club - Brand Partnerships & Experiential Marketing Consultant [Dec 2021 - Jan 2022]
- Round21 - Experiential Marketing + Production Consultant [Dec 2021]

Marketing/Partnerships/Brand Consultant

First Tube Media

Built and led the team responsible for managing First Tube Media’s (FTM) roster of active digital and experiential brand campaigns with brand partners and agencies. Hired, onboarded, and managed 4 direct reports (Account Coordinator, 2 Account Managers, and Senior Account Manager). Managed the client relationship, created effective and consistent integrated marketing strategy, and ensured all campaign launches were successful from ideation and strategic planning through execution. Defined and optimized each program, owned the go-to-market process, and managed the team operations and deliverables needed to support our clients and partnerships at each stage of a program, internally and externally.

Notable Client Programs Included:
--Anheuser Busch's Reventón De Verano (2021),Tito’s Handmade Vodka: Made to Order Festival (2020 - Streamy Award-Nominated), Bud Light Seltzer New Years Eve Livestream (2020), Grubhub: Soundbites Series (2020 & 2021), Mastercard: priceless.com Experiences (2020 & 2021), CDW (2020), Chase: US Open Virtual Series (2020), and more.

Senior Director, Client Success, Integrated Marketing & Program Management

The Infatuation

Served as the company partnerships lead on multi-million dollar integrated co-marketing programs with brand partners running nationwide + globally, with complex deliverables in digital, social, creative, and experiential. Oversaw all critical client and agency relationships, managed expectations, internal P&Ls, and continually assessed processes against new business realities. 

Developed and executed B2B marketing strategy, including The Infatuation/Zagat presence at tentpole media events in the US and globally (e.g., SXSW, CES, Cannes, Advertising Week, Superbowl, and more).

Managed and developed a team to scale the business and achieve company and partner KPIs, consisting of 5 senior account managers and coordinators. Built onboarding materials for new hires, team trainings, and developed new processes to assess growth and progress regularly.

Senior Director - Brand Partnerships, Strategy & Revenue

Promoted to Director of Brand Partnerships, and tasked with hiring, training, and managing a growing team of 5 Account Managers and Coordinators. Led the strategic execution of all integrated marketing and partnership campaign launches, and oversaw all brand activations at EEEEEATSCON (A food festival developed, produced, and launched by the Infatuation, now 3x annual marquee event series). 

Responsible for managing executive partner relationships and communication, coordination of internal cross-functional teams and timely/flawless execution of programs (ranging in budget from $20K to $5M+).

Director, Brand Partnerships

Joined The Infatuation as the 5th full-time hire at the company, and first hire on the partnerships team. Worked closely with the Co-Founder and Chief Revenue Officer to define the brand strategy and product offering to consumer brands and agencies across all business categories.

Built internal processes with editorial, social & product teams to ensure cross-functional collaboration and program build. Oversaw all campaign execution and managed client relationships and internal program management. Monitored brand campaign performance, delivered reporting to clients, and analyzed end-of-campaign results against client KPI’s to up-sell and encourage client retention.

Manager, Brand Partnerships

Havas

Account Management & New Business

Time Out New York

Advertising/Marketing Intern

The Metropolitan Museum of Art

Publicity Intern

Magnum Photos

Sales Intern

Passionate about building brands and high-performing, agile teams.

Proven marketing leader with 10+ years experience creating new-to-world brands, leading go-to-market strategy, and building effective marketing operations to support business growth. Highly detail-oriented team player, creative problem-solver, and strategic thinker with a proven track record creating, executing, and optimizing integrated marketing programs and creative campaigns.

Lover of culturally relevant brand partnerships, all things company culture/team building, and discovering the best places to eat and drink in every city.

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