BRAND WORK
SKILL SUMMARY
Brand Strategy
Creative Strategy
Advertising
Organic Social
360 Campaign Planning
Digital
Partnerships & Cobrands
BRAND STRATEGY
When I joined Casa Komos Beverage Group, I was tasked with launching the group’s new lifestyle tequila brand, Superbird. At that point in time, the brand consisted of the liquid and the exterior packaging. To create positioning for the brand, I ran an in-depth insights process, identifying the competitive set, the consumer target, and the functional, technical, and emotional benefits the brand provided. I then used this framework to create a final brand book, which contained a thesis on the brand’s creative direction, hero product and lifestyle visuals, a tagline, product descriptions, and an experiential strategy.
Insights & Conceptual Work
CREATIVE STRATEGY
In my current role, I lead the creative strategy for our two agave brands, meaning I build the blueprint for all creative work. This includes defining the tone, the story, the audience, and the emotional beat behind a campaign before anything gets made. The first part of this workflow is writing the marketing brief, which identifies the business needs based on the brand’s activation plan. I then respond to that brief with a creative pitch. This pitch begins with an insights section, which examines the topics at hand from an analytical perspective and a qualitative cultural one. This research informs a strategic approach to meeting the needs outlined in the brief, with proposals for what the brand’s ads should show, how they should look, and what they should make the consumer feel. Below is the final creative pitch for a project I just completed for Superbird Tequila’s trimester two creative.
DIGITAL
My background as a marketer began with digital. When I worked at Zx Ventures, AB InBev’s Venture capital incubator, I created the global digital marketing strategy for the craft & specialties portfolio. This included creating global media guidance, budgets, and most importantly media buying guidance. You can find an example from a media buy I executed for Goose Island in the UK market, including flight schedules, budgets, platform mixes (social and programmatic), as well as digital-first content I produced.
Campaign Summary
Final Brand Book
Creative
I also have experience building websites. Below you can see the websites I created for Superbird Tequila & Goose Island (in the UK market).
ORGANIC SOCIAL
I’ve managed social media throughout my career, leading the content strategy, the content production, and the day-to-day management of the channels. My process includes creating editorial calendars, identifying content verticals for the brand to play in, constant surveillance of macro-cultural trends and events, researching competitor brands, and ongoing performance analysis to optimize for future creative. Recently, I launched a Tiktok channel for new tequila brand, Superbird, and built that account from scratch. In just a few months of launching, the account has already garnered hundreds of thousands of likes and millions of views.
My strategy for this brand’s social includes a mix of trend content (leveraging popular video formats, topics, and sounds) to boost the content’s reach, and brand content to drive lasting engagement for viewers already in the brand’s social ecosystem. Another pillar of the content strategy is commenting on micro-level news developments within the brand’s target communities, and driving relevance back to the brand. Some examples are included below.
360 CAMPAIGN PLANNING
When I worked at AB InBev, I managed brand partnerships for the core North American brands, like Budweiser, Stella Artois, and Bud Light. I specifically focused on expanding the brands beyond the liquid, building equity in industries like apparel, food, technology, and other consumer goods. For more partnership samples, please reference the following section.
In addition to brokering these partnerships, I also marketed them. One of the biggest campaigns I worked on was a global co-branded capsule fashion collection between Palace Skateboards and Stella Artois. Here you can see a few of the hero items in the collection. The collection sold out in less than 24 hours. In addition to negotiating the deal and designing the apparel from a branded perspective, I also planned a full 360˚ campaign to promote the collection. The 360˚ plan included out of home, digital, print, and experiential components.
In the winter of 2024, I took a creative advertising course through ELVTR, and created a mock 360 advertising campaign for Tazo Tea to position the launch of their new, sustainable and regenerative teas. In addition to identifying the core creative idea, I also delivered sample visuals and copy to be used for out of home, social, web, and more. View the work from the case study below.
PARTNERSHIPS & COBRANDS
As the licensing manager at AB, I elevated the core brands’ equity through partnerships, while driving revenue from licensing out the brands’ marks. I managed the licensing vertical for the US and Canada, delivering over 40+ partnerships, and upwards of $1M in revenue at nearly 100% profitability. I mastered both the ins and outs of negotiating royalty deals and how to disrupt the beverage world through unexpected, exciting, and desirable partnerships. Here are a few of my favorites from the Budwesier brand:
Budweiser x Billabong
Budweiser x G-Shock
ADVERTISING
In addition to running the creative strategy for branded media, I also set the media buying strategy as well as the creative for each placement. I’ve developed full multi-channel campaign plans, leading the end-to-end process from writing the brief, to responding to that brief with the creative strategy, and ultimately leading the production and execution of the media creation. A few recent examples of media I’ve helped create are included below.
