Turn brand strategy into briefs, channel priorities, partnerships, and clear field execution.
About & experience
Brand instinct. Commercial discipline.
I’m a bilingual, WSET-certified brand and commercial leader with 20+ years of experience. Brand direction, creative direction, brand strategy, sales leadership. Most people specialize in one. I’ve built a career doing all of them, and connecting them is where the real value is.
Short bio
Twenty years connecting brand stories to market execution.
I’m a bilingual brand and commercial strategist with 20+ years of experience across premium spirits, lifestyle brands, customer experience, and AI-assisted sales and marketing systems.
My background connects brand direction, creative strategy, sales leadership, distributor management, experiential marketing, trade education, partnerships, and commercial planning. I’ve worked across Scotch whisky, tequila, mezcal, wine, and premium beverage brands, helping turn brand stories into market execution.
My work is especially focused on brands that need both strategic clarity and practical follow-through: a sharper position, a more useful story, stronger sales tools, better alignment, and a clearer path from idea to growth.
I’m also interested in how AI is changing brand discovery. As more people use AI systems to summarize choices, compare options, and ask for recommendations, brands need clearer stories, stronger proof points, and a broader authority footprint across the market.
How I work
Comfortable moving between the big idea and the operating detail.
Brands today need a media engine online and a real presence on the ground. I've spent 20 years operating at both ends, building the narrative and executing the commercial plan that puts it in market. The range is useful because the work rarely stays inside one department.
Build shared direction across creative, sales, marketing, distributor, importer, and account teams.
Create practical roadmaps, tools, templates, and workflows that make strong execution repeatable.
Use market insight and performance signals to make the next decision sharper than the last.
Experience
A career built across brand and market.
Twenty years across premium spirits, lifestyle brands, and customer experience.
Compass Box
Central Region Manager · 2023–2025
Achieved 11% year-over-year regional revenue growth.
Led integrated sales and marketing strategy across 18 states, connecting global brand priorities with distributor engagement, partnerships, account development, and local activation.
Whyte & Mackay
Brand & Commercial Lead (SMS), Southwest · 2018–2023
Contributed to 50% national revenue growth and generated $250K in rare whisky sales.
Built The Dalmore, Jura, and Tamnavulin through luxury storytelling, trade education, partnerships, experiences, and commercially focused sales enablement.
Crafted
Director, Customer Experience · 2017–2018
Drove 30% revenue growth through a redesigned customer experience.
Connected product selection, digital and in-store touchpoints, education, events, and consumer insight.
Santo Diablo Mezcal
Director, Brand Engagement · 2015–2017
Built engagement through culturally grounded storytelling.
Developed partnerships, activations, digital content, and cross-functional execution for an emerging mezcal brand.
Team Enterprises / Bacardi
National Brand Ambassador · 2013–2015
Supported a national relaunch across 14 key markets.
Led experiential marketing, trade education, consumer engagement, and distributor training for Tequila Cazadores.
Pernod Ricard / Beam Global / Diageo
Brand & Experiential Marketing · 2003–2013
Built the foundation across major premium spirits brands.
Distributor training, trade education, sponsorships, consumer events, and market activation across the Western U.S.
Tools & credentials
WSET Level 2. Bilingual. AI-assisted systems builder.
Experience with VIP iDIG, Microsoft Office, Power BI, ChatGPT / Codex, Claude, Manus, AI-assisted analysis, prompt design, internal tool prototyping, and team adoption.
Common questions
Frequently asked questions
What kind of work do I do?
I work across brand direction, commercial strategy, creative systems, experiential marketing, sales enablement, and AI-assisted workflow design. My work helps brands connect what they stand for with how they show up in market.
What industries do I specialize in?
I have deep experience in premium spirits and beverage, including Scotch whisky, tequila, mezcal, wine, and luxury brand building. My work also applies to lifestyle, hospitality, service, and consumer brands that need clearer positioning and stronger market execution.
What is my strongest advantage?
My strongest advantage is range. I have worked across brand storytelling, sales leadership, distributor engagement, account development, trade education, consumer experience, and practical commercial systems. That makes me useful in situations where strategy, creativity, and execution need to work together.
How do I use AI in my work?
I use AI to support research, planning, content systems, commercial analysis, workflow design, and prototype development. The goal is not to replace strategy. The goal is to make smart teams faster, clearer, and better equipped to act.
How do I think about AI discovery?
I see AI discovery as a brand strategy issue, not just a technical SEO issue. As AI systems become more involved in how people compare, evaluate, and choose brands, companies need clearer positioning, stronger explanatory content, better proof points, and a broader authority footprint across the places people and machines look for answers.