I connect senior brand leaders, retailers, business owners and activation partners around a shared commercial objective—then direct the talent and coordinated execution required to deliver nationally and locally.
I negotiate the partnership model, lead integrated planning and create a delivery structure covering the pre-event, active and post-event periods—with local operators clear on their role.
Create pre-campaign demand: identify the right consumer segments, occasions, retail partners and purchase moments.
Activate through the promotional window: integrate NTR, digital, tentpole events, third-party sponsorships and negotiated in-store retail space.
Sustain and learn afterward: reinforce buying behavior, assess case and point-of-purchase sales signals, and use the results to improve the next market program.
For Yuengling, integrated NTR, digital, events and negotiated retail selling space across the Southeast. For Anheuser-Busch, organized Piggly Wiggly and third-party sponsorship activation to increase consumer participation and purchasing opportunities.
Career-wide portfolio results are distinct from individual client campaign results. Organization names are included to describe experience, not endorsements.
A sophisticated beverage strategy must travel beyond impressions and connect every consumer touchpoint to local store execution.
Integrated NTR opportunities, digital campaigns, high-impact event activations and negotiated retail selling space across grocery and convenience stores. Built coordinated pre-event, live-event and post-event consumer engagement designed to convert attention into incremental case and point-of-purchase sales.
Created consumer-purchase campaigns spanning Piggly Wiggly locations and incorporated third-party sponsorships to drive store visits and encourage additional product and case purchases. Activation connected the external audience with a specific in-store buying opportunity.
Segment audiences, align partners, negotiate retail space, build the event calendar and prepare local activation.
Coordinate digital, events, sponsorships and point-of-purchase touchpoints to encourage consumers through the doors.
Review product and case sales signals, partner performance and local outcomes; refine the next promotion.
The leadership advantage: These programs required more than media buying. I brought brand stakeholders, retailers, sponsorship partners and specialists together behind a common plan, then built the teams and execution discipline to deliver coordinated results across markets.
Career experience as described by Christy Brasfield. Reported increases in case and point-of-purchase sales are qualitative; no client-specific percentages or independently audited lift figures are asserted.
VP of Brand & Media, Head of Brand Growth, Senior Director of Integrated Marketing, VP of Performance Marketing
Meaningful relationships and brand experiences create relevance long after a paid impression.
Celebrating clients and business leadership at the Fierce Awards.