Global character, regional momentum.

Compass Box is a creatively ambitious Scotch whisky brand with global stories that need disciplined local translation. The regional challenge was to grow the business while protecting the distinctiveness that makes the brand valuable.

As Central Region Manager, I led integrated sales and marketing execution across 18 states. That meant aligning global brand priorities, distributor leadership, market managers, sales leads, accounts, e-commerce, partnerships, and events around clear regional goals.

• Translate global positioning into market-specific activation plans without flattening the creative idea.
• Balance premium brand building with distribution, account development, and revenue priorities.
• Use seasonal roadmaps, briefs, QBRs, and an AI-assisted playbook system to improve alignment across the region.
• Build partnerships and experiences that give accounts a reason to tell the brand story.

The work linked brand narrative to distributor priorities, account targeting, channel plans, and regional execution. Supported by disciplined market leadership, the region achieved 11% year-over-year revenue growth.

The ability to respect a global creative idea while making it useful at regional and account level: a combination of brand judgment, commercial fluency, partnership building, and operating discipline.