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Work Background
Golf DaddyChief Marketing Officer
May. 2024
GOLFTECDirector of Brand
Dec. 2023 - May. 2024Denver, Colorado, United States
MileHighCookOwner & Executive Chef
Nov. 2023Colorado, United StatesDelivering world class culinary experiences to anywhere you want
GymsharkHead of Brand & Partnerships - North America
Mar. 2022 - Dec. 2023Denver, Colorado, United States
FuboDirector of Brand
May. 2021 - Mar. 2022Chicago, Illinois, United StatesLed launch brand strategy for sportsbook including partnerships, media, creative, content, and communications from ideation leading to market access in 7+ states and $4bil in market valuation. Developed cohesive brand strategy and x-sell partnership between sports wagering and live television streaming including owned and operated channel content (including live sports rights). Created Fubo brand identity and communications plan for multi-market launch that led to 2% of market share with $170 CPA (35% lower than competitor average). Negotiated the largest MLS partnership agreement in league history that led to state market access. Also negotiated a portfolio of 6 professional sports team deals and developed an activation strategy. Managed a team of 12 with 4 direct reports and 4 agencies ranging from brand, creative, PR, experiential, and media.
FanDuelSenior Brand Manager
May. 2019 - Dec. 2020Greater Los Angeles AreaLaunched a new sports wagering platform with cross-functional teams that led to incremental $100MM of revenue. Collaborated on new state rollout plans and work on building new retail outlets in land based casinos; 9 states in 2 years. Led rebranding of TVG through consumer insights that increased TV ratings by 40% and increased new customers by 2.5x. Managed sports and entertainment partnerships that produced new customer deposits and increased brand visibility by 8%. Developed brand identity & communications in partnership with internal/external creative partners that led to a cohesive look across multiple channels including network TV & OTT. Worked with teams to create dashboards that resulted in 13% media savings from duplicate customers across channel mix. Managed team of 5 including data analysts, creative, and communications professionals with a $65MM annual budget. Grew TV network distribution via new carriage agreements that resulted in programming availability of 20MM new homes.
Pura Vida Tequila Company LLCSr. Brand Manager
Nov. 2017 - May. 2019Los Angeles Metropolitan AreaLead all marketing efforts for the brand and report progress to President, Sales VP, and shareholders, while managing a cross-functional team of sales, PR, digital, trade professionals. Developed a go-to-market national launch plan for new craft spirits brand utilizing consumer and sales data, bringing distribution to 23 states in less than 6 months. Leverage consumer insights to redevelop brand identity and packaging for all marketing materials BTL & ATL for General/Hispanic Market. Created 1st branding campaign to build awareness to +25% and drove consideration for e-commerce sales ($400k) in 1Y. Manage P&L with a budget of $20MM and forecast volume and budget projections for 3YP. Grew sampling program working with channel and trade teams to increase shelf space by 10% in key accounts. Constructed social influencer program through white labeling content that led to a 50% increase in social following. Analyze consumer trends and present business cases to sr. management and shareholders to develop product extensions.
Anheuser-Busch InBevBrand & Connections Manager
Jan. 2016 - Sep. 2017Dallas, Texas, United StatesCreated the Bud Light Summer Live Concert Series in Austin, TX, establishing a music presence that facilitated a 360 campaign of retail, media, experiential, and PR verticals that resulted in 7% increase in volume. Produced the Hispanic Bud Light podcast through consumer insights that drove a 5% increase in brand health. Led the launch team for the regional, craft brand Ziegenbock, helping the brand realize year-over-
year +10% volume growth. Developed digital and content programs, driving incremental volume by connecting sales initiatives with wholesalers. Negotiated large-scale entertainment contracts with a sports and music focus, including with the NCAA, MLB, NFL, NBA, SXSW, ACL, and a wide range of bands and artists, executing to drive a positive ROI. Managed local and national agency teams for influencer, experiential, media, and brand campaigns.
DigitasLBiDigital Media Planner
Sep. 2015 - Jan. 2016New YorkBuilt strategic media plan for the launch of NBC Seeso streaming service that resulted in over 300k paid subscriptions in the first week of launch Managed two Digital Associate Planners, built roadmap for their career success, and day-to-day workload Achieved content creation through influencer management; developed distribution strategy through programmatic and social channels Accounts: NBC
MediaComAssistant Digital Media Planner
Feb. 2014 - Sep. 2015New York City, New YorkStrategized and created multi-million dollars media campaigns for Anheuser Busch including Hispanic & local plans Worked with clients and creative agency to produce branded content that drove positive engagement metrics Selected to represent agency at the 2014 FIFA World Cup in Brazil that assisted in Anheuser Busch pitch Accounts: Anheuser Busch, Sargento, Canon, Husqvarna, Planet Fitness
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