Innovative Brand Marketing
Featured Work
Project 1
Apothic Wine
Bringing a Bold New Wine Brand to Market
I led the launch of a new premium red blend, driving its market entry and consumer positioning in the highly competitive $10+ category. To engage a younger generation of wine drinkers, we activated the brand through aisle-disruptive retail activations, immersive tastings, and early social media adoption, ensuring strong visibility and trial, in a way that was extremely uncommon at the time.
This momentum helped establish it as one of the fastest-growing brands in the premium red blend space within two years.
Project 2
Coke Zero
Six months after Coke Zero’s launch, I took the reins amid a downturn, pausing planned marketing to propose a bold rebrand. Initially aimed at college students, I shifted the focus and rewrote the narrative to appeal to older male consumers, refreshing the packaging, tone, and messaging to better resonate with this audience.
Working with sales teams and distributors, I relaunched Coke Zero through a resourceful digital campaign, memorable street activations, and unexpected partnerships—including Jack Daniel’s—that brought the brand to life in retail spaces and beyond.
The relaunch redefined Coke Zero’s identity and connected with a new wave of consumers. Coke Zero experienced a growth leap from +16% to +58% YOY, turning it into a $1B brand and AOL.com’s #2 Hottest Product Launch, second only to the iPhone.
Project 3
Starborough
In a competitive Sauvignon Blanc market, Starborough embraced sustainability as a key differentiator, ensuring that consumers saw it as a choice that aligned with their values.
A cause-driven retail activation tied to ocean conservation brought this commitment to life, increasing engagement and reinforcing the brand’s mission. A visible push in key coastal markets helped strengthen consumer affinity and drive further momentum at retail, proving the power of purpose-driven storytelling in wine.
Project 4
Dark Horse
Dark Horse disrupted the premium wine category by proving that exceptional quality doesn’t have to come at a premium price.
To reinforce its quality perception, we elevated the brand’s visual identity and put the product to the test. A bold blind taste challenge in a luxury setting flipped assumptions about wine pricing, sparking conversation and driving consumer intrigue.
A high-profile stunt on Rodeo Drive took this challenge directly to consumers, generating buzz and reinforcing Dark Horse’s position as a wine that overdelivers.
Project 5
Clos Du Bois
Clos Du Bois has long been known for its rich, classic Chardonnay—a staple in the premium wine category. But while some viewed Chardonnay as traditional and outdated, the brand embraced the idea that experience, confidence, and self-assurance are worth celebrating.
The “Long Live” campaign put this ethos front and center, highlighting underrepresented 55+ women in advertising and challenging outdated perceptions in the wine industry. Featuring Brooke Shields and Courteney Cox, the campaign sparked cultural relevance and conversation, resonating with a generation of wine lovers who had been overlooked.
The campaign drove standout category growth, reinvigorated the brand’s image, and earned top industry recognition—including an Effie and a Chiat Award for Brand Turnaround.
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