Selected Work, Measured In Outcomes.

The Challenge

A flagship beer brand was losing relevance with U.S. Hispanic drinkers, defaulting to translated general-market creative that failed to reflect how the audience actually lived and celebrated.

The Approach

Led consumer immersion across key markets to separate cultural truth from stereotype, rebuilt the positioning around shared occasions rather than heritage cues, and rebriefed agency partners on a single integrated platform spanning TV, retail, and digital.

The Outcome

• —Double-digit growth in brand affinity among target Hispanic consumers
• —One unified creative platform replaced three fragmented market efforts
• —Retail programming extended into 20+ priority markets

The Challenge

A high-investment league sponsorship was delivering visibility but little commercial return — logo placement without a reason for fans to act.

The Approach

Rebuilt the activation model around moments fans already cared about, tied partnership assets to retail and on-premise programming, and defined a measurement framework connecting exposure to volume rather than impressions alone.

The Outcome

• —Partnership shifted from seasonal visibility to a year-round program
• —Measurable lift in on-premise and retail sell-through during activation windows
• —Clear value framework used to renegotiate partnership terms

The Challenge

A global brand planned to enter a new Latin American market using a playbook built for North American consumers, price points, and retail structures.

The Approach

Assessed category dynamics, competitive set, and channel realities on the ground; reframed the value proposition for local purchase behavior; and sequenced a phased launch plan with clear priority cities and channel roles.

The Outcome

• —Phase one markets delivered volume and revenue ahead of plan within the first year
• —Positioning validated with local consumers before spend was committed
• —Distribution priorities aligned across marketing, sales, and trade

The Challenge

A company restructuring its marketing organization was left without senior leadership mid-transition, with unclear team roles, stalled initiatives, and an agency roster working without a shared strategic thread.

The Approach

Stepped in as interim marketing leader to keep priorities moving through the re-org: set a clear strategic direction for the brand portfolio, clarified team roles and ownership, consolidated agency scopes, and built the team's marketing capabilities through targeted training, hands-on coaching, and better ways of working.

The Outcome

• —Marketing kept delivering against priorities with no gap in momentum during the transition
• —A clear strategic direction aligned the team and agencies around shared priorities
• —A stronger, more capable marketing team, with roles and ownership clarified in a single planning cycle
• —Raised the bar on marketing assets, delivering sharper, higher-performing work across every brand and channel

The Challenge

An international beer brand needed an equity campaign that would genuinely connect with its drinkers — and deliver consistently across every touchpoint, from TV to retail to digital.

The Approach

Oversaw creative development and asset delivery across ATL, BTL, digital, and experiential, keeping every piece rooted in a sharp consumer insight and held to a high bar from first idea to final execution.

The Outcome

• —The equity campaign achieved best-in-class pre-testing scores
• —Strong in-market results that reinforced brand equity with the target
• —One consistent creative idea delivered seamlessly across ATL, BTL, digital, and experiential