BRANDING & MARKETING WORK
SKILL SUMMARY
Brand Positioning
Digital
360 Campaign Planning
Partnerships
BRAND POSITIONING
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
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).
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
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:
