Experiential & Brand Activation Portfolio
Nearly 20 years building national experiential and field marketing programs that connect brands to consumers at scale. Known for translating brand strategy into measurable field execution and for building the teams, systems, and partnerships that make it repeatable.
Multi-city, multi-tiered sampling programs that drive trial at scale across diverse consumer touchpoints.
End-to-end activation roadmaps that align experiential touchpoints with brand growth objectives.
Negotiating and activating partnerships , from university sponsorships to cause-marketing programs, that expand reach.
Data-driven decision making across $2M+ budgets with measurable outcomes tied to sales, trial, and household penetration.
About
I've spent nearly 20 years owning national experiential and field marketing strategy for some of the most recognized brands in CPG, including Red Bull, KIND Snacks, Boston Beer Company, and Nature's Bakery. Across every role, I've built programs that reach consumers at scale and teams that execute without losing the human touch.
My strength is sitting at the intersection of brand strategy and field reality. I know how to translate a brand brief into a national sampling tour, a cause-marketing platform, or a flagship trade show presence and I know how to build the infrastructure, hire the talent, and manage the partners that make it all run.
I'm looking for a role where I can own the full consumer experience roadmap, strategy through execution, for a brand I believe in.
Building national field strategies that start with the consumer and ladder up to brand and business goals.
Hiring, developing, and managing the people and partners who bring programs to life without losing execution quality.
Cause partnerships and social impact programs that authentically align brand values with consumer values.
Aligning sales, social, retail, and agency partners around a shared field strategy that activates the full marketing ecosystem.
Selected Work
Four programs that represent the breadth of my work, from national sampling tours to university sponsorships to cause-marketing programs.
Brand Activation Manager · 2024
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.
Brand Activation Manager · 2024–2026
Owned and developed 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.
Associate Field Marketing Manager · KIND Snacks
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.
Regional Marketing Manager · Boston Beer Company
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.
Career
Nature's Bakery
Architected national experiential marketing strategy with a $2M+ annual budget, establishing new strategic direction that reached 1M+ consumers and supported double-digit sales growth. Directed Expo West and national sampling tours. Owned and developed the company’s No Kid Hungry social impact platform. Managed vendor relationships and hired field talent.
Boston Beer Company
Owned $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.
New Tech Network
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.
KIND Snacks
Built and led a team of 13 brand ambassadors that became the national gold standard for field execution, with the Florida market consistently cited as the benchmark for premium, on-brand activation. Introduced training programs and development tools that drove above-average retention. Owned South Beach Food and Wine Festival, MLB Spring Training, and retail sampling across mass, grocery, and natural channels.
Red Bull North America
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.
Red Bull North America
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.
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