Field Marketing & Brand Activation Portfolio

Racheal
Rich

18+ years building unforgettable consumer moments for the brands I love. I don't just execute programs. I own the strategy that connects top brands to the right people, in the right place, at the right time. Building the connection between the brand, the consumer, and real life moments.

18+ Years in Field
2M+ Consumers Sampled
$1M+ Budgets Managed
View My Work ↓
Racheal Rich

National Sampling Tours

Multi-city, multi-tiered sampling programs that drive trial at scale across diverse consumer touchpoints.

Brand Activation Strategy

End-to-end activation roadmaps that align experiential touchpoints with brand growth objectives.

Strategic Partnerships

Negotiating and activating partnerships — from university sponsorships to cause-marketing programs, that expand reach.

ROI & Analytics

Data-driven decision making across $1M–$2M+ budgets with measurable outcomes tied to sales, trial, and household penetration.

About

Connecting brands to
real people, in real life.

I've spent 18+ years doing what I love: building the kind of brand moments that stay with people long after the sample is gone. My career spans Red Bull, KIND Snacks, Boston Beer Company, and Nature's Bakery, each chapter deepening my conviction that field marketing is the most powerful tool a brand has.

I'm passionate about working with brands I believe in, especially in the food, beverage, and lifestyle space. As a mom, I bring a consumer mindset to every strategy I build. That perspective shapes every event I activate, every ambassador I train, and every program I bring to life.

I'm now seeking a role where I can own the full consumer experience roadmap, strategy through execution, for a brand I believe in.

01

Consumer-First Strategy

Deep understanding of where consumers spend their time, what matters to them, and how to fit naturally into their lives.

02

National Scale Execution

From guerrilla sampling to 14-city tours, I build programs that scale without losing the human touch.

03

Purpose-Driven Marketing

Cause partnerships and social impact programs that authentically align brand values with consumer values.

04

Cross-Functional Leadership

Partnering with sales, social, retail, and agency teams to ensure field activates the full marketing ecosystem.

Selected Work

Projects that moved consumers
and moved the needle.

Four programs that represent the breadth of my work, from national sampling tours to university sponsorships to cause-marketing programs.

01 Nature's Bakery

Summer
Sidekick
Tour 2024

755K
Samples Distributed
2.9M+
Total Impressions
14
North American Cities
85.5%
Brand Emotional Connection

Brand Activation & Social Impact Manager · 2024

National Summer Sampling Tour

Developed and led Nature's Bakery's most ambitious field marketing program to date, a three-tiered national sampling tour designed to position the brand as THE snack of summer for families and believers across North America.

Experiential Sampling Tour Influencer Digital Engagement
Designed a three-tiered activation model: Tier 1 enhanced brand cabanas (Minneapolis Aquatennial, San Diego Belmont Park), Tier 2 hybrid tent activations, and Tier 3 guerrilla sampling across all 14 markets.
Integrated influencer partnerships and a Summer Sidekick Sweepstakes to amplify organic reach and digital engagement beyond the physical activations.
Post-activation surveys showed 85.5% of consumers felt NB was a brand they feel good about eating and 78.7% said the brand makes them feel joyful.
02 Nature's Bakery

No Kid
Hungry
Partnership

$150K
Annual Investment (2025–26)
100K
NB Bars Donated
~1.5M
Healthy Meals to Kids
2,400
School Supply Kits

Brand Activation & Social Impact Manager · 2024–2026

National Social Impact Program

Developed and led Nature's Bakery's national social impact program in partnership with No Kid Hungry, aligning childhood hunger relief with the brand's "Nourishing By Nature" sustainability pillar and driving authentic consumer connection during a period of growing demand for brand purpose.

Cause Marketing Social Impact Partnership Brand Purpose
Developed and managed a $150K annual partnership spanning press release inclusion, social media integration, CEO pledge participation, and Back to School.
Expanded impact by partnering with wheat supplier Ardent Mills, donating 6,000 lbs of wheat to produce 100K NB bars, supporting 25 schools in need and distributing 2,400 school supply kits.
Drove 492+ press syndication placements, extending the brand's social impact story far beyond the activations themselves.
03 KIND Snacks

KIND Protein
National
Taste Test

47,288
Consumers Sampled
1.7MM
Impressions Gained
25
Nationwide Activations
99
Influencers Seeded

Associate Field Marketing Manager · KIND Snacks

KIND Protein National Taste Test

Led a cross-functional team through the development and full execution of the KIND Protein National Taste Test, a nationwide awareness-driving program built around the launch of KIND Protein Bars, blending grassroots sampling with influencer amplification.

Product Launch National Tour Influencer Sampling Cross-Functional
Activated 25 locations nationwide, securing 19 local partnerships to ensure culturally relevant, community-embedded programming in each market.
Seeded 99 influencers with the product to amplify authentic word-of-mouth, generating 1.7MM impressions and extending the program's reach well beyond physical footprint.
Collected 2,205 consumer surveys, feeding insight back into the brand team to optimize future product positioning and messaging.
04 Boston Beer Co.

University
of Illinois
Sponsorship

$150K
Annual Sponsorship Managed
+1,200
Cases Sold In Stadium
3K+
Samples Distributed 2023
6K
Impressions — Truck Tour

Regional Marketing Manager · Boston Beer Company

University of Illinois Sponsorship

Managed a $150K annual sponsorship for Twisted Tea at the University of Illinois, developing a comprehensive brand presence across stadium events, third-party sampling programs, retail activations, and the nationally touring Twisted Tea Truck.

Sponsorship University Beverage Alcohol Retail Sampling
Activated two national sampling programs to drive awareness beyond the university campus, extending brand reach into the broader Illinois market.
Managed end-to-end sponsorship integration including stadium rights, experiential events, and retail support, driving 1,200+ cases sold within the stadium alone.
Contributed to an 82% increase in event-driven depletions across the territory within a two-month period through optimized partnership and event activation strategy.

Career

18 years of building
field marketing excellence.

Apr 2024 – Apr 2026

Nature's Bakery

Brand Activation & Social Impact Manager

Developed and executed national experiential marketing strategy with $1M–$2M annual budget, reaching 1M+ consumers. Directed trade show and sampling tour function including Expo West. Implemented No Kid Hungry social impact program. Managed field, experiential, and trade show agency partners.

Jun 2022 – Mar 2024

Boston Beer Company

Regional Marketing Manager

Owned $500K–$1M budget across Samuel Adams, Truly, and Twisted Tea. Activated Chicago Gourmet, Pride in The Park, Race to Mackinac, and University of Illinois sponsorship. Delivered 82% increase in event-driven depletions in two months.

Sep 2019 – Jun 2022

New Tech Network

Event Coordinator

Led event and conference strategy across virtual and in-person formats. Expanded programming into 10 new school districts. Drove 25% increase in program satisfaction scores.

Jan 2016 – Jun 2019

KIND Snacks

Associate Field Marketing Manager

Managed Florida market field strategy from guerrilla marketing, to large scale partnerships, to a robust retail demo program. Led 13-person brand ambassador team. Owned key moments like South Beach Food & Wine Festival, Miami Boat Show, and MLB Spring Training sponsorships.

Jun 2011 – Sep 2013

Red Bull North America

Field Marketing Specialist

Planned and executed regional and national sampling programs including field sampling, collegiate activations, and large-scale events. Increased brand awareness across key consumer and collegiate markets. Managed field sampling team, and collegiate ambassador team across 5 campuses.

May 2007 – Jun 2011

Red Bull North America

Wings Team Member / Brand Ambassador

Where it all began. Executed hand-to-hand sampling and consumer engagement programs, building the foundational skills in field marketing that have defined an 18-year career.

Let's Connect

Ready to build something
remarkable together.

racheall.rich@gmail.com LinkedIn Profile