Award-winning, results oriented global brand beverage marketing professional
  • miami, FL
  • January 16, 2019

Award-winning, results-oriented marketing professional with demonstrated expertise in building brands both in the US and globally.  Highly experienced in developing brand strategy and deploying it into fully-integrated advertising, marketing, promotional and public relations campaigns that result in consumer pull.  Successful track record of new product development and innovation including new market launches that exceed expectations. Exceptional ability to lead and inspire high performing cross functional teams and collaborate with sales and global partners to achieve mutually beneficial results.   Experience in soft drinks, wine & spirits and bottled water sectors.

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MBA @ Northwestern University, Kellogg School of Management
Jan 2016 — Dec 2017
LDP - Leadership Development Program @ Center For Creative Leadership
Apr 2012 — Apr 2012

Selected by Bacardi as high potential leader to develop

Certificate - Managing Brand Meaning @ Harvard Business School
Jul 2003 — Jul 2003

Executive education focused on Brand Marketing Strategy.

Bachelor of Business Administration @ University of Miami
Aug 1990 — Jun 1995

Marketing Focus


Senior Brand Manager, Wines & Luxury Liqueur Brands @ Bacardi North America
Jan 2019 — Feb 2019

Drove strategic brand direction, planning and budgeting for the Martini and Cordials brands inclusive of: Advertising, Media, PR, Internet/Digital, and Promotions (On and Off Premise). Led a team of three Brand Managers who collectively managed 7 brands (9 products) that delivered significant profit to Bacardi USA.

Re-positioned and repackaged Martini Sparkling Wine portfolio resulting in a 20% increase in rate of sale.
Developed and launched new Martini Sparkling Rose increasing sales by 40% in year one.
Collaborated with Field Marketing and Sales teams to provide alignment on marketing plans and maximization of local execution.
Represented brands at Global Steering Committee meetings. Participated on global cross functional taskforces on the re-positioning of Martini & Rossi Sparkling Wines and Benedictine.
Managed Agency Brand (Disaronno & Drambuie) relations with key stakeholders. Devised approach for Agency Brand QBR presentations and provide monthly performance reports to Agency Brand owners.
Responsible for all PR and media messaging strategy inclusive of press releases, media interviews and talking points and internal and external communications for the brands.

Vice President of Marketing @ Vero Water
Mar 2016 — Current

Global Marketing leader for leading provider of still and sparkling water to the hospitality industry. Responsible for brand strategy, promotions, PR, advertising, and digital / social. Integrated marketing campaign has resulted in a +40% increase in sales, specifically among new target of multi-unit operators "chains" and leading hotels and resorts.

Launched the company's first-ever national PR campaign resulting in +30% increase in website traffic and new business leads
Created and executed a new influencer event strategy to engage key decision makers (chefs, restaurant owner/operators in the brand) at Aspen Food & Wine in an immersive experience with the Vero Water brand
Devised brand strategy and positioning and established brand standards, and redesigned all marketing and sales materials to be consistent in look and messaging.

Vice President, Brand Managing Director - Apertivo Brands @ Bacardi North America
Jan 2015 — Feb 2016

North American business leader for Aperitivo Brand Group, responsible for overseeing both marketing and a dedicated sales team tasked with accelerating the growth a portfolio of high NSV incubation brands that play a highly strategic role in the Bacardi portfolio including; St-Germain, Martini, Benedictine and Noilly Prat.

Launched the first all-digital/mobile consumer engagement campaign for St-Germain, that was broadcast via digital live stream content on Periscope, an emerging digital live stream platform by Twitter for mobile devices. The campaign results exceeded spirits industry as well as Twitter benchmarks for awareness, engagement rates, and positive sentiment.
Pioneered the company’s first experiential cocktail delivery experience in partnership with Uber and Minibar.
Developed and recommended approach to optimize route-to-market for the Wine portfolio to Bacardi leadership team and senior sales leaders to strategically position the wine brands for sustainable future growth.
Responsible for all PR and media messaging strategy inclusive of press releases, media interviews and talking points and internal and external communications for the brands.

Brand Director, Grey Goose Vodka @ Bacardi North America
Jun 2009 — Mar 2015

Responsible for overall strategic brand direction, planning, budgeting and execution of Grey Goose Vodka in the USA inclusive of: advertising, marketing, media, PR, digital, innovation, experiential, and retail programs. Lead a team of three brand professionals and five external agencies who collectively manage a brand that delivers the significant brand contribution for Bacardi globally. Led strategic planning and media placement strategy on Grey Goose for three out of the five years on the brand.

Developed innovation and marketing launch plan for the brands first new flavor launch in six years, Grey Goose Cherry Noir, which exceeded sales projections by 300% in year one
Developed innovation and marketing launch plan for Grey Goose VX, the brands first luxury price tier entrant which exceeded sales projections by 20%. Pre-launch PR influencer and seeding campaign, a company first, delivered over 3 billion impressions.
Executive producer for branded entertainment platforms produced under Grey Goose Entertainment: including Iconoclasts season 5 & 6 on Sundance Channel, Grey Goose 19th Hole on the Golf Channel and Rising Icons on BET.
Re-envisioned Iconoclasts into a faster-paced 30 minute series with stories focusing on young Hollywood talent. Renegotiated Iconoclasts business terms with Sundance to secure rights to sell the show overseas, turning it into revenue generating program for a five-year period.
Re-launched the Grey Goose 19th Hole TV show on the Golf Channel with contemporary set, talent and show format.
Revitalized the brands core sports marketing programs (Golf, US Open Tennis and Breeders Cup) to more effectively engage target consumers while delivering 15% budget efficiency.
Re-launched Grey Goose Golf, the longest running consumer engagement platform for the brand, inclusive of signing top ranked golfer, Matt Kuchar, to represent the brand with a new fully integrated campaign which was executed through the line including retail.
Redesigned the Grey Goose golf tournament experiential and consumer experience, transforming it into the most sought-after destination at PGA tournaments.
Responsible for all PR and media messaging strategy inclusive of press releases, media interviews and talking points and internal and external communications for the brands.
Led the brands sponsorship and consumer experiential strategy which encompassed more than 600 events in a year and engaging over 1 million consumers, resulting in Grey Goose being the #1 media mentioned brand in the spirits industry.

Director of International Marketing (increasing roles of responsibility over 5 year period) @ Triarc Beverage Group | RC Cola International
Apr 1995 — May 2000

Responsible for the marketing, branding and promotional strategy markets for Royal Crown carbonated soft drink brands: RC Cola, Diet RC Cola, Diet Rite, Royal Crown Flavors, Kick, Upper 10, Diet Upper 10, and Royal Crown Premium Draft Cola in partnership with international franchisees in over 50 international markets . Managed all International new market / product launches and $3 million division marketing budget and $7 million franchisee cooperative marketing budget.

Responsible for the strategic direction, creation, development and implementation of all international marketing programs and materials to insure the proper positioning, brand identity and overall communication strategy of RC carbonated soft drink brands international markets.
Directed over 20 in-country advertising/public relations agencies in the creation, production of all media advertising, promotional campaigns, packaging design and merchandising materials. Managed all media placement, trade show participation and regional bottler marketing and sales meetings.

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