Who am I?
Accomplished and award-winning senior leader and relationship builder with 20 years global marketing communications experience, bringing the world’s most loved spirits brands to diverse audiences. Creatively led, with a keen eye for design, who loves getting into the hearts and minds of audiences, specialising in agency management, creative strategy, brand guardianship, integrated marketing, and business development. A natural connector, able to quickly sync company objectives with consumers in never-been-done-before ways. Known for optimism and positivity, an unflappable focus and a personality that raises spirits. Obsessed with results and cultivating team culture with a deep passion for Bourbon.
My Journey
I studied Graphic Design at university and have always had a massive passion for everything Design. I loved the practicality that design brings to art and creation—a functionality to help visually communicate a message. That has stuck with me my entire career and enabled me to apply design thinking to every aspect of my work and life.
My launch into Spirits
I started out as a graphic designer at Allied Domecq Spirits and Wine, working in their internal global design team. Early on in my career I had the opportunity to work on major global brands (Maker’s Mark, Courvoisier, Beefeater, Malibu, Laphroaig) and solidified my love for drinks industry. When Jim Beam Brands bought Allied Domecq in 2006 I started working more with the American market and we evolved the internal agency model making it more professional with an identity/name along with a self funding model to show value. As a founder of this internal agency I realised my love for building relationships and solving problems and had a decision to make - stick with design or help build a business….
Client Service
I chose to progress in a client service role and be the face of the agency. We named the agency Proof and started to build a global integrated marketing agency that was well before its time.
I was lucky enough to expand the business to the US and help set up a full agency operation in Chicago that was the work horse of Proof. I helped lead the agency business globally through the evolutions of the main company and finally acquisition by Suntory.
Helping the agency grow from a turnover of $100k in 2007 to an $8m agency with 45+ team was the highlight of my time at Beam Suntory and over the years produced some incredible award winning work on behalf of amazing global brands
Expertise
Total Agency Management • Thought Leadership • People Leadership • Creative Strategy • Global Brand Building • Consumer First/Idea Centric Foundational Approach • Financial and Growth Accountability • Business Development • Entrepreneurial Mindset • New and Traditional Media • Process Improvement • Problem Solving • Creative Agency Expert • Packaging Design and Production
Career Highlights
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Group Account Director, Senior Account Director, Account Director, Account Supervisor
• Founded and helped lead a highly successful global in-house creative agency for Beam Suntory for 19 years with a turnover of $8m (largest marketing agency by annual billings on roster)
• Responsible for P&L, short and long-term planning, revenue growth, agency scope negotiations and planning, operational, efficiencies, data analysis, and overall agency performance.
• Led and developed cross-functional teams in multiple locations around the world (London, Frankfurt, Chicago, New York) to deliver impactful creative and design solutions for major global brands (Maker’s Mark, Jim Beam, Laphroaig, Bowmore, Courvoisier, House of Suntory Portfolio)
• Partnered with seasoned planners to inspire creative and design teams with impactful creative strategy grounded in actionable insights
• Developed successful brand activations for key global markets across all key spirits category channels including on and off trade, experiential, e-Commerce, Global Travel Retail and trade advocacy experiences
•Crafted custom distillery experiences to help bring brand home-places to life for consumers
• Strategic creative & design partner to the Maker’s Mark & Jim Beam Global Brand Houses acting as brand guardian to all priority markets
• Led complex design projects from packaging innovations, line extensions and promotional packaging to complete new visual identity systems with a deep understanding of the production processes
• Created Maker’s Mark first every Global Holiday Campaign and helped bring to life in key global bourbon markets
Achieved highest ever rating given to an agency partner as part of the annual 2023 agency review
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Account Supervisor, Senior Account Manager, Account Manager, Senior Graphic Designer
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Graphic Designer
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Global Leadership Development Program in Partnership with The Moller Institute, University of Cambridge, LEAP, DiSC, Mastering Management, Five Behaviours, Five Face of Genius, SxSW, IHAF, ANA, One Show
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Staffordshire Uni, School of Arts, Media and Design, 1st Class Bachelor of Arts in Design
