Partnerships Big Event
Personally Initiated Activation
Promotional Packaging Examples
12 & 24 packs Glass bottles & carriers
12 oz cans
1/2 wrapped bottle Shrink Wrapped PET Cups
20 oz & 2 liter labels
Local Market Calendars
Developed local market calendars that reflected brand volume driving strategies that
supported national brand/marketing platforms. Responsible for reviewing & obtaining
bottler & marketing property approval for each concept.
Included recaps of contractual
commitments (packaging &
media) & marketing inventory
are reviewed with bottler’s
sales team & Key Accounts
team to discuss
Managing Re-Branding at Crimson Cup
All branding elements of Crimson Cup were refreshed and re-launched to represent
the brand appropriately. Consistent messaging and visuals were achieved which
resulted in increased availability & brand recognition.
Old logo had to many variations New logo direction when I started
Final logo I developed which
and lacked consistency. my job. Did not fit company
represents updated version of
culture & to close to competitors.
old as well as refreshed look.
Objective to communicate that
crimson Cup is two words has
been solved by color blocking
the two words.
Previous agency & marketing
team did not look at any
Old packaging was made to be placed in
coffeehouses and did not fit retail store
shelves. Look & messaging was outdated for
future targeted customers.
“Coffee + Community” tagline
I spent months doing competitive analysis
features the word “unity”
and looking at packaging creative/messaging
emphasized in red, implying a
trends. New packaging fits on shelving & has
sense of being one & supporting
been placed in Kroger & Whole Foods.
Managing Re-Branding at Crimson Cup
Website Retail Kiosk
Created brand new look and feel to the website. More
visuals and less copy to engage the consumer. Added
a customer portal feature which integrated customer
networks for ordering & account information.
of a Kiosk
Hot & Cold Cups Newsletter
Refreshed look and Refreshed
messaging to tell the look to make
Crimson Cup story to it more
Defining Brand, Merchandising &
Managed special projects for the National Marketing Asset Team & developed a “Standards
Handbook” which was a priority for the system. It features how a college campus should be
merchandised & executed. Handbook currently utilized throughout the country.
Kroger Marketing Involvement
Responsible for supporting marketing initiatives for four Kroger KMA’s:
1. Great Lakes – 266 stores 3. Cincinnati – 109 stores
2. Central – 148 stores 4. Midsouth – 99 stores stores
Focus is to design Volume Driving programs that generate
incremental displays, cases on displays, ad activity and locally relevant
consumer engagement. Managed budgets, creative developments, sell-in
assistance, regulate execution compliance, redemption reports, etc.
Tools / Initiative examples:
Catalina Coupons Consumer/Retailer Rebates
Smart Source Stock-Ups
ROPs Consumer Promotions
Custom Ads Custom Merchandisers
Custom POS Retailer Ad Tool-kits
Dealer Loaders / Incentives
Strategic Alliance Initiative
Prior to the Tab energy launch, I reached out to Innovation VP and presented my concept
of utilizing the Junior League organization as a partner to help us launch the brand, as their
members are market-place female influencers. With a budget of $100,000 I was able to
execute a national partnership that resulted in successful results for Tab energy.
Strategic Alliance Initiative
Personally Initiated, negotiated & coordinated
within a five week window.
300 TaB energy sampling kits distributed to 292
local leagues in North America.
29,352 samples (1,223 cs) to Key Influencers at
Activated two Regional Conventions & National
Convention via sampling & merchandise.
Provided a $30,000 “Leadership Development
Within 5 weeks,
Award” to the AJLI which four local leagues won as a coordinated 300 sampling kits,
grant. sampled over 29,000 units
and engaged our brand
With over 45,000
Received National AJLI Publication Coverage on targeted consumers
our brand and support.
Promotional Execution Management
Develop volume Present the
driving & brand concept to: Create Project Brief Brief with creative
building concept that 1. upper and receive approval agency and
will engage targeted management from Brand Team as packaging
consumer. Concept 2. the bottler and well as internal legal suppliers.
based on consumer, 3. customer on brand Timeline & budget
retailer, competitor For funding compliance. is agreed upon.
•Manage creative Work with CCE •Secure media
process. distribution on partner. Present program
forecasting volume & details, volume
•Secure prize pool. •Obtain POS
placing orders of goals and
Determine fulfill- quantities from sales
sustaining vs incentive program
ment option. centers/accounts
promotional to individual sales
•Finalize rules & obtain packaging for •Develop incentive centers.
1-800#. promotional period. structure.
Perform market Notify winner if Recap results
visits in the trade applicable and and capture key
EXECUTE to confirm coordinate prize learning's to
compliance. pool. share.
Big Event Activation – NCAA
Campaign: OSU National Champions
I am the program lead managing cross-functional departments to ensure in-market
timing and execution excellence.
Game Day Highlights
6 am Jan. 3rd
12:15 am EST Jan. 4th 12:45 am EST Jan. 4th
Coca-Cola cans are
Coach Tressel and his Coke can is on ESPN during
Buckeyes received the Press Conference –
Cincinnati, OH. Cans
Fiesta Bowl Trophy don’t they look good
sent to AZ on Delta
Dash at noon EST.
Big Event Activation - NCAA
Results Snapshot Multi-Media
Incremental 140,000 cs lift Radio Coverage
100 % increase volume in 6pks TV Coverage
Incremental 250+ displays National & Regional
Incremental 9+ ad features
Exposure to 5,254,245
GP up $1.10 per cs –vs- normal 6
Free PR Value received $50,000 +
Multi-Channel Custom packaging & POS
Both developed prior event get in market
Grocery 200+ immediately
Custom vending program on
on-campus (OSU) 184 machines
in-venue (Fiesta Bowl)
Creative way to get can to
activation successful achieved stadium & in Press/Locker rooms.
Big Event Activation –Super Bowl
Part of the Coca-Cola North America team that activated
the 2006 Super Bowl, which was a Pepsi event.
Full Proximity Marketing plan was executed around central portfolio
Detroit which grew our energy portfolio 326% for February. growth was
Mobile Sampling Tours distributed over 30,000 cans of Vault, 326% MTD
Full Throttle & Rockstar in 3 day period. in Feb.
Hawaiian Tropics girls utilized in 24 bar/nigh club accounts to
sample and engage brand with consumers within 5 day period.
12 radio station on-air promotions executed, valued at
Gained 350 new shelves & 219 new countertop cooler
Commemorating Events Tool-Kit
I won 2nd place in the country for my OSU National
Championships Activation plan & was requested to document it,
therefore providing a guide for our system.
Collegiate & Professional Sports Tool-kit with approved packaging, POS,
merchandise, truck backs, print ads and Press Release templates. Guide outlines key
people, key timing and expected financials associated with various initiatives.
Athlete Endorsement & Activation
Maintained & built relationships with key local “celebrities.” Packaging, POS and merchandising
elements were utilized which drove market share and built brand awareness..
Identified Kirk Herbstreit to be excellent opportunity to partner with for the POWERade brand in the
college channel. Negotiated with Mr. Herbstreit & his attorney for two months and we identified great
opportunities. Coca-Cola Company purchased Glaceau, so maintained his endorsement with that brand.
Jalen Rose OSU Coach Steve Yzerman
Indiana Pacers Jim Tressel Kirk Herbstreit
Detroit Red Wings
Tiger Woods John Sally
Foundation OSU Coach ESPN Game Day Super
Thad Matta Bowl activation
Mobile Tours & Brand Ambassadors
Division lead for the majority of the tours, to ensure communication, financial approval
and account leverage were executed.
Coke Coca C2 - (2004) – 5,100 Coke My Coke Rewards (2006) – Sign DASANI Plus (2007) – 18,400 in OH
DASANI Sensations (2006) – 27,000
cans sampled up 32,000 consumers for MCR & MI and 12,000 via Sodexho
OH & MI and 12,000 via Sodexho
Vault (2005) – 22 days in Coke Zero Road Jam - (2005) – 5,100 Sprite Re-Mix - (2004) –
Coke Lime & Sprite Remix Aruba Jam
Region, 54,000 cans cans sampled 5,100 cans sampled (2005) – Lead for the Division –
32,000 samples during 3 week period
Full Throttle (2006) – 22 days in Vanilla Coke (2003) – 32,000 samples Caribou (2007) – 32,000 samples Minute Maid Lights - (2002) –
Region, 54,000 cans during 3 week period during 3 week period 12,000 cans sampled
Web Based Promotions
Localized the national My Coke Rewards platform, which is a web based consumer
promotion tied to collecting points from consuming Coca-Cola products. Executed in
Midwest key time period, tied to college football.
Negotiated with local partners for locally relevant prize pool. Obtained 26 free prizes valued at $20,000+.
Tied in Coachtressel.com which linked into MCR website and drive traffic throughout promotional period.
Kroger was key retailer providing thematic displays and in-ad mentions as well as providing double points for
MCR via Catalina coupons.
Consumer Promotion Sample
Campaign: “Legends of the Shoe” Bobbleheads
Worked with OSU to influence their key retail sponsors to execute this
concept during football season. It allowed for one major market campaign,
verse individual smaller promotions.
Integrated three Coca-Cola consumption packages as a required purchase to
receive discounted offer:
1.Convenience: Speedway & Coke 20 oz
2 Grocer: Kroger & Coke 12pk
3. QSR: Donatos & Coke 2 liter
Custom packaging, POS, in-store displays, football ad and TV and radio Kroger circular ad &
spots were utilized. in-store POS
Gained 70 incremental displays at Kroger, which generated a 47% increase
vs prior. Received In-ad placement and front lobby displays in 46 stores
during six week period.
OSU Football Guide Ad
Consumer Touch Points Example
Car Display at Football Game
Custom Packaging Donatos Boxtopper
Negotiated with Account
Partners for prize pool
Game Piece –
seeded inside 12
packs Media Partner Custom POS