Senior Marketing Manager
  • Golden, Colorado
  • July 2, 2024

Marketing strategist, coach, and public speaker seeking to champion high-performance storytelling in a full-time or fractional leadership role. Expert at brand positioning, multi-year planning, project management, and digital delivery.

Phone Number
Market Your Craft


MS, Integrated Marketing Communications @ Northwestern University
Aug 1995 — Dec 1996
BA, Communications: Advertising @ Xavier University
Aug 1991 — Jun 1995


Principal Advisor @ Market Your Craft
Jul 2017 — Current

Remote Team
Served project management and leadership roles in marketing and sales for consulting clients.

- Presented brand [re]positioning, global marketing plans and budgets to Executive Leadership
- Launched DTC Shopify stores with subscription services worth $3M annually in North America
- Enabled global Amazon Marketplace and B2C promotion worth an incremental $345k annually
- Delivered 66k followers, 3k posts, 10M impressions and 220k engagements using SproutSocial
- Organized retail sampling demos in thousands of locations for Whole Foods, Target and others
- Vetted agencies, negotiated contracts and produced merchandise for seasonal sampling campaigns
- Structured onboarding, goal setting and personnel management for field marketing programs
- Developed Airtable applications for tracking and reporting in-market activations and engagement
- Sponsored marquee industry events like Great American Beer Festival and Natural Products Expo
- Aligned department leaders and functional teams using real-time Zoho sales and marketing analytics
- Connected Klaviyo email services to ecommerce, delivering 25% subscription growth annually
- Introduced WordPress stores with POS integration, loyalty features and dynamic content


- Craft Beer Professionals CBP Connects, Charleston, SC
- Ontario Craft Brewers Conference, Niagara Falls, ON
- Craft Beer Professionals Fall Virtual Conference
- Craft Beer Professionals Spring Virtual Conference
- Craft Beverage Expo and Distribution Conference
- Content Marketing Conference
- Iowa Wine Growers Conference
- License to Steal National Wine Marketing Conference
- Indiana Horticultural Congress & Trade Show
- Nebraska Grower & Brewer Conference and Tradeshow

Communications Manager @ Sierra Nevada Brewing Co.
Jun 2016 — Jul 2017

Team of 25 with 5 Reports
Developed the team responsible for helping a craft beer pioneer reach new audiences of drinkers.

- Set marketing objectives and developed marketing plans in support of nationwide brand campaign
- Led and mentored teams in areas of social, digital, SEO/SEM, public relations, advertising and sampling
- Contracted media buying agency for digital marketing campaigns resulting in 24% sales increase
- Sponsored and produced over 900 events nationwide including Beer Camp Across America
- Managed all crisis communications for a voluntary product recall (2017)

Assistant Brewer @ BJ's Restaurants, Inc.
Mar 2015 — Jun 2016

BJ's Restaurants is one of the original craft beer dining concepts in America. Since 1996 our team of award-winning brewers has provided guests with the perfect pairing for their meal, including 10 Signature and 8 Seasonal brews.

- Launched BJ's new brewhouse in Temple, TX, to eliminate the need for contract brewing in Texas
- Brewed, packaged and distributed all 10 Signature beers one month ahead of cutover schedule
- Introduced BJ's first canned product to the Texas market for Tasting Room and retail sale

Senior Marketing Manager @ BJ's Restaurants, Inc.
Nov 2012 — Mar 2015

2 Reports
Created opportunities to engage BJ’s Restaurants most loyal guests and craft beer enthusiasts.

- Launched loyalty platform and integration with ExactTarget, Google Wallet and CRM systems
- Increased program membership by ten times while reducing loyalty liability by 30%
- Drove traffic to restaurant locations with a calendar of omnichannel product marketing initiatives
- Championed customer service best practices resulting in increased customer satisfaction measures
- Led creative project management on visual merchandising and packaging for craft beer division

Manager Global Sales Programs @ Oakley, Inc.
Jun 2009 — Apr 2012

4 Reports
Developed strategies and proven tools for retailers globally to simplify Oakley sell-through to customers.

- Designed an online learning community for 300k regional retail associates in eight languages
- Introduced member reward programs to generate $1M e-commerce sales on
- Trained a cross-functional team of administrators worldwide to support program regionally
- Collaborated with apparel, eyewear, outdoor and merchandising teams to deliver engaging content
- Recognized as #55 in the Top 100 Learning Organizations from Elearning! Magazine

Manager Relationship Marketing: Jim Beam @ Beam Suntory
Jan 2008 — Jan 2009

Part of the team responsible for relaunching Jim Beam as a brand defined by the consumer, not by its product attributes. This was a definitive turning point in the company's history and marketing strategy for the global portfolio of brands.

- Managed website, search engine and social media support for national campaign launch
- Launched a mobile website promoted by regional and national advertising media
- Generated hundreds of press hits and 10K registrations with industry-first 2D/QR code

Manager Relationship Marketing: Center of Excellence @ Beam Suntory
Jun 2006 — Dec 2007

The Center of Excellence (COE) was created to promote best practices for selling and marketing the Beam family of products globally. Partnered with brand teams to evaluate relationship marketing opportunities, develop roadmaps and align resources to execute.

- Created a set of tools for defining brand 3-5 year brand marketing strategies
- Simplified compliance with product marketing regulation, CAN-SPAM and privacy law
- Graduated Leadership Education and Assessment Process (LEAP) - 2006 Class

Manager Relationship Marketing: U.S. Brands @ Beam Suntory
Dec 2003 — May 2006

The top five spirits brands were evaluating the use of direct marketing to drive viral sales growth alongside national advertising efforts. Recruited to introduce relationship marketing and Beam's first branded loyalty programs.

- Launched four loyalty programs and delivered over 1M enlisted ambassadors in three years
- Introduced a contact management center for responding to consumer email
- Developed, and eight other brand websites

Consultant @ Cocoa + Co.
Aug 2003 — Dec 2003

To a connoisseur of any product, from wine to coffee to cigars, the geography, ingredients and craftsmanship all influence the experience. Led digital marketing strategy and execution for a boutique retailer promoting varietal and terroir of the world's finest artisan chocolates.

- Installed back office accounting and inventory control systems
- Interfaced with shipping services to provide a range of order fulfillment options
- Beat deadlines to deliver a fully-integrated ecommerce solution before holiday selling season

Manager Electronic Media: Marketing @ Terlato Wines International
Jul 2002 — Dec 2003

With a world-class visitor experience and wine club program, the Marketing team at Terlato wanted to expand out-of-state sales through branded winery websites. Grew the online sales channel in full compliance with heavy industry regulation and three-tier distribution.

- Launched ecommerce-enabled websites fully-integrated with winery point of sale systems
- Led vendor selection and management to target transactional email delivery to club members
- Contributed $50k in cost savings after consolidating online services

Manager Electronic Media: Information Technology @ Terlato Wines International
Jan 2000 — Jun 2002

The wine and spirits distribution business was largely driven by product inventory and allocation decks hundreds of printed pages in length. Unleashed opportunities for technology to deliver cost savings and to streamline business processes across all Terlato offices.

- Led vendor selection and management to enable online report delivery
- Worked directly with stakeholders to audit reporting needs and design next generation reports
- Collapsed reporting volume by 75% and eliminated $100K per year in printing costs

Manager Online Communications Group @ Flexera Software
Jan 1997 — Sep 1999

With competition threatening the company's industry-leading position and in preparation for initial public offering, a robust solution for online marketing was needed. Built a diverse team of application developers responsible for eCommerce and customer self-service.

- Introduced business-to-business web applications for a user base of 55K developers
- Increased online sales for new and upgrade products by 100% to over $2.5M
- Launched local market websites in support of language-specific software versions

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