Eighteen years turning stadiums, festivals, and store shelves into growth for the brands people love. I led PepsiCo's brand and activation strategy across the South Division: Super Bowl LIX in New Orleans, NBA and MLB All-Star, the NHL Winter Classic, and a portfolio that runs from Pepsi and Gatorade to Lipton and Starry. Insight first, then a platform, then a moment worth showing up for.
My job is to turn attention into affinity and affinity into cases sold. I start with the data on what people actually drink, watch, and celebrate, build a platform around the occasion, and then make it real in the places people already are: the stadium, the festival, the corner store, the bar.
The lesson I have carried since my first activation is that clarity is the whole game. Name exactly what the moment should be, give every partner the full picture, and own the execution down to the last detail. The difference between a great activation and an expensive one lives in the follow-through.
Every activation I lead is built to move a number. Here is what the work returned, brand by brand and campaign by campaign.
Other returns from the same playbook: Starry Hoops at +11% volume, Gatorade and Propel up +4.5% and +9% off the All-Star program, and the Football Deserves Pepsi campaign lifting digital usage 7.5x with 143,000+ incremental site visits year over year.
Five steps I run on every brief, whether it is a Super Bowl or a single regional account. The order matters: the data tells me what the moment should be before I ever build it.
I read the data first. NielsenIQ, Circana, DataEssential, and DrinkTell tell me what people drink, watch, and celebrate, and where the white space is hiding.
I turn the insight into a platform. Annual operating plans, brand positioning, and the big idea that gives a campaign a reason to exist beyond the logo.
Then I make it real: a moment people stand in line for. Super Bowls, All-Star weekends, festivals, and on-premise experiences engineered down to the detail.
A moment is only as big as where it shows up. Retail and shopper programming carries the idea into stores, bars, and stadiums across entire divisions.
Finally I tie it back to the number: volume, displays, share, and visits. Cases sold, not just impressions served. That is how I know the moment worked.
A few campaigns that show the whole approach in one place: a hard market, a clear idea, and a number on the other side.
New Orleans is the hardest market in the country for Pepsi: Coke holds a higher share there than in its own hometown of Atlanta. With the Super Bowl on our division's rotation, I led eighteen months of planning to flip the city for game week, building brand strategy and activation across the full portfolio from Pepsi and Gatorade to Lipton and Frito-Lay.
The centerpiece was the Super Bowl Boil: an invite-only crawfish-boil contest judged by a local restaurateur with eleven restaurants in the city, opened up picnic-style to fans, media, and partners. Around it, I took over grocery, convenience, package, and restaurant accounts across the market, leading legal, PR, brand, ops, frontline sales, government relations, and every agency in the build.
I rebuilt the Lipton brand on a NielsenIQ insight and amplified it through the T-Pain "Cousin T" campaign and a sharper media plan, returning the brand to double-digit growth.
A point-of-sale and sweepstakes program for the MLB All-Star Game, built on Circana insights, lifted retail displays 54% and grew Gatorade and Propel by 4.5% and 9%.
I negotiated more than a million dollars in NIL deals with athletes and influencers, turning roster talent into real retail and sports engagement.
From field marketing to senior brand strategy, across the biggest names in beverage, sports, and entertainment.
Led end-to-end brand and activation strategy for the South Division across Pepsi, Mountain Dew, Gatorade, Starry, the Tea portfolio, and the Water portfolio, while running sports marketing for eleven of PepsiCo's properties. Owned the tentpole calendar: Super Bowl LIX, NBA and MLB All-Star, the NHL Winter Classic, and the NHL Stadium Series. Built annual operating plans, managed budgets and agencies, and led the cross-functional teams that turned insight into shelf and on-premise growth.
Directed the launch of Cîroc Summer Watermelon across Atlanta and Chicago, owning logistics, point-of-sale, and brand activations with a twenty-person ambassador team. Produced two high-profile kickoff events at the W Hotel Atlanta and in Wrigleyville Chicago to build launch visibility in both markets.
Drove portfolio growth across Georgia by negotiating and activating partnerships with the Atlanta Falcons, Atlanta Hawks, and Live Nation venues for Budweiser, Bud Light, Michelob Ultra, and Stella Artois. Built branded bars at Mercedes-Benz Stadium, ran the Michelob Ultra program at The Masters, and managed a multimillion-dollar activation budget across music, sports, and food platforms while developing the sales team underneath me.
Grew the Heineken portfolio by managing key distributor accounts and a six-figure budget across Heineken, Dos Equis, Tecate, Amstel Light, and Strongbow. Launched five national and local marketing programs with priority accounts and led integrated activations spanning music, film, and sports, from the James Bond Skyfall premiere to the Heineken Art Pyramid at Counterpoint and AC3.
Built the national-account casino business through partnerships with Harrah's, Caesars, MGM, Mohegan Sun, and Foxwoods, training staff, hosting brand events, and creating signature cocktail menus. Grew distribution and volume across retail accounts for Absolut, Jameson, Malibu, Glenlivet, and Chivas, and helped develop millions in trade marketing point-of-sale for distributor and retail partners.
Managed sports and entertainment partnerships for the MillerCoors Sports Marketing team across Baltimore, DC, Philadelphia, New Jersey, and New York. Built the Miller Lite Bullpen and Phlite Decks for the Washington Nationals, Baltimore Ravens, and Philadelphia Eagles, ran live-music activations across Live Nation venues, and led large-scale NASCAR activations at Dover and Pocono with VIP hospitality and driver appearances.
Started in sponsorship marketing at Octagon, optimizing Bank of America's NFL platform to improve return on investment and building marketing plans that grew local banking activations. On the Sprint Nextel NASCAR account, I ran at-track activations and retail promotions that generated more than 100,000 new consumer leads.
Two decades of work across the biggest names in beverage and the biggest stages in sports.
I am looking for a Director or VP marketing role where brand, sports partnerships, and experiential come together. If that sounds like your team, let's talk.