TRADE MARKETING

While my core focus at Garrison Brothers centered on partnerships, sponsorships, and experiential events, I also led the full scope of trade marketing initiatives that supported our national on-premise and off-premise presence. Acting as the strategic connector between sales and marketing, I ensured our teams had the programs, tools, and support they needed to drive visibility, education, and velocity across key accounts.

Program + Activation Support

Directed evergreen and quarterly trade programs from concept through rollout, providing clear one-sheets, execution guidelines, and turnkey toolkits for sales teams nationwide
Supported all account-facing events—including tastings, bottle signings, pairing dinners, classroom trainings, and retailer activations—by developing run-of-show documents, POS, and promotional assets
Built and executed classroom-style retail education events, including presentations, material lists, event logistics, and internal enablement

POS, Tools + Asset Development

Led creative development and sourcing for all trade tools and POS materials, ensuring consistent and premium brand representation

Managed production of bar tools, bar mats, napkin caddies, branded displays, retail signage, and educational collateral from initial concept through delivery
Upheld brand standards across every asset, ensuring accuracy, functionality, and strong visibility in accounts

Sales Team Enablement + Account Support

Served as the primary support resource for the national sales team, responding to daily requests and managing one-off account needs to strengthen customer relationships
Managed 250+ demos across the US during peak seasons including agency communication, kit procurement and shipping, training and post-event recaps from promo staff
Ensured all trade activations were properly promoted on Garrison Brothers social, in-store signage, and distributor communications for maximum impact

Quarterly Programming

Owned strategy, structure, and execution for quarterly trade programs, aligning cross-functional teams on creative direction, timing, production, and distribution
Delivered program kits, tools, and POS assets that enabled sales teams to execute consistently across markets and drive program adoption

Bourbon Brawl

A national bartending competition with multi-phase programming driving bartender engagement, national press, and consumer reach.

- Oversaw the full marketing and trade integration of a five-market national bartending competition with a finale event in Austin.
- Managed partnerships with Texas Monthly, ShakeStir, and Cocktail Courier, ensuring brand-aligned creative, messaging, and promotions across digital, print, and social.
- Coordinated all event strategy, logistics, promotional assets, and post-event reporting.
- All events sold out, including 50 tickets per semifinal and 500 tickets for the finale
- Generated 5.7M+ paid impressions, 141K+ paid leads, and 140K+ clicks from digital campaigns
- Earned an additional 69,806 organic impressions and 58,434 organic reach from social posts
- Achieved 901,956 impressions and 241,205 engagements through Texas Monthly media placements (26.74% engagement rate)
- Secured 275 bartender submissions from 192 unique entrants across the U.S.
- Cocktail Courier sold 270 kits, with 161 delivered to Texas consumers

Hye Fashioned Takeover

A month-long, Old Fashioned–focused program activating hundreds of bars and raising money for veterans.

- Led strategy, creative development, trade enablement, and market execution for a program aimed to celebrate Garrison Brothers during Bourbon Heritage Month
- Partnered with Imbibe Magazine as national media partner for social, digital, print, and podcast coverage
- Built turnkey toolkits for 200+ bars including POS, social templates, cocktail specs, and promotional assets
- Managed an integrated consumer sweepstakes and a charitable component benefiting Boot Campaign
- 264 bar & restaurant participants nationwide in 2025
- Raised $20,000 for Boot Campaign, including 150 fan reposts, 2,762 IG story submissions, and ecommerce contributions
- Generated 2.57M+ digital impressions, 38,550 clicks, and 17,337 landing page views from paid media.
  Organic social from GB resulted in 345K+ feed views and thousands of story interactions.
- Imbibe partnership delivered:
  - 80K+ impressions per magazine issue
  - 13K–33K views per IG promo
  - 41K–46K email opens per dedicated e-blast
  - 384K homepage views + 35K banner views on their website
- Sales impact:
  - 219 reporting accounts saw +49% case growth YoY during the program window
  - 42 accounts purchased Garrison Brothers for the first time as part of the takeover.
  - Strongest markets: Texas (91 accounts), Florida (52), California (25), New York (15), Illinois (13), Arizona (9)

Shaken or Stirred?

A national trade and consumer program aimed to drive velocity of the two volume drivers at Garrison Brothers - Small Batch Bourbon and HoneyDew Bourbon.

- Led the full strategic development of the 2025 Shaken or Stirred campaign, from concept to activation
- Defined the program storyline, visual identity, and seasonal timing to showcase the versatility of Small Batch and HoneyDew Bourbon
- Collaborated with a mixologist to procure the signature cocktails (Old Fashioned + Whiskey Sour) and shaped how they were represented across channels
- Built the cross-channel activation plan covering on-premise, off-premise, ecommerce, and digital ecosystem touchpoints
- Oversaw the creation and production of a full POS suite, including table tents, menu inserts, posters, display headers, case bin inserts, case stack inserts, shelf talkers, and instant rebate and mail in rebate coupons
- Directed creative alignment, sourcing, printing, and distribution to ensure seamless continual rollout across participating accounts
- Ensured the program delivered a cohesive, premium brand experience across all on- and off-premise environments
- Partnered with digital and social teams to build organic content, paid media assets, and UGC-driven engagement
- Supported ecommerce efforts by helping develop seasonal cocktail kits inspired by the program’s cocktail builds
- Equipped the sales team and accounts with optional bar kits (mixing tins, strainers, bar mats, napkin caddies) to elevate presentations
- Provided continuous account support and execution guidance to maintain strong trade adoption and consistency across markets