ENGAGE • INSPIRE • CONNECT

I create ways to engage audiences with brands that bring the brand story to life while inspiring action and building affinity

Explore My Work

About My Work: "We Never Sell. We Tell."

As a Creative Director for Jack Daniel's for several years, I learned one of my most important lessons. Jack Daniel's has a creed: "We never sell. We tell." More than 150 years ago, Mr. Jack sold whiskey by telling stories from the back of his wagon, not with a hard sell. To think that all those years ago Mr. Jack was a pioneer in social media. It's a creed that continues to this day and that I follow on everything I create. My job, and passion, is to influence sales in the short and long term by bringing a brand and its story to life and connecting people to it.

Career Overview

About Me

Creative leader with a penchant for creating compelling ways to engage audiences with brands that inspire action while bringing the brand story to life and building affinity. Leadership and management experience, both on-site and remote, that's led to multiple awards, many happy clients, and millions of dollars of business with some of the most successful brands in the world.

New Business Highlights

Created the ideas, directed the creative development, and wrote or directed all copy on multi-million-dollar new business wins, including:

Burger King: $50MM+ promotion and merchandising account
Captain Morgan: Multi-million-dollar PR and Promotion Events
Shell Lubricants: Promotional marketing for 9 brands including Pennzoil, Quaker State and Shell Rotella
Safeway, Bi-Lo/Winn-Dixie and Keurig Green Mountain: Shopper marketing and sampling/demo programs

Experiential Marketing Highlights

Led the creation of, directed the creative development of, and wrote copy for:

Pennzoil Proving Grounds: Multi-year event activation that brought performance proof points to life while engaging people with the brand using interactive displays, simulators, influencers, show cars, driving exhibitions and a 200' x 200' drift ride course.
Shell Rotella SuperRigs: Multi-year event honoring the primary target audience - truckers. Included a multi-day live truck show, calendar shoot of 12 trucks at 12 different locations over 6 days, and a virtual garage with streamed and created content, loyalty program registration and a SWAG store. Generated nearly 36MM impressions per event while the virtual garage expanded reach to 14 countries with a 25 min. avg. viewing time.
Captain Morgan Pirated Events: Gave Captain Morgan's ambassador, The Captain, a makeover and created the long-running Captain of Mardi Gras event and Raiding Party takeovers at events like Sun Fest, GaspariIla and big sports and music events.
Volvo Ski In, Drive Out Event: Increased test drives and brand benefit awareness by creating this event that included an on-mountain All-Terrain Park test drive at Heavenly.
Reyka Vodka Redefine The Night Summer Solstice On-Premise Events: On-premise events celebrated the vodka from the land of the midnight sun, helping to increase sales by the high double digits (+80% in the first 6 months).

Promotional Marketing & Merchandising Highlights

Created the ideas and directed the creative for multiple award-winning promotional programs, including:

Kellogg's Catch 'em All Inside Pokémon tie-in: Reggie Award-winning program increased sales by 30% and generated $20MM in incremental licensed product sales.
Kellogg's Big Pick Cartoon Network tie-in: Second consecutive Reggie for program that empowered kids to pick the next Kellogg's cereal from 8 options based on Cartoon Network shows that I and vetted through Kellogg's production.
Kellogg's Wake Up With The Simpsons tie-in: Multi-brand program gained 70MM incremental unit sales, 1600 displays and entry into the two hottest flavor categories with two new licensed products (Homer's Cinnamon Donut and Bart's Peanut Butter Crunch cereals).
Jack Daniel's Crack Jack's Safe, 150th Surprise Birthday, Holiday Snow Globe and others: New highs in awareness, volume, display incidence and on-premise preference with multiple award-winning on-and-off-premise promotion and merchandising programs that brought the iconic brand story to life.
Snickers Survivor tie-in: Created multi-award-winning web-activated tie-in, offering Snickers as an on-show reward and using under-the-wrapper codes to give consumers the chance to vote people off the island and win.
Coca-Cola Uncapped Access: Doubled billings in 18 months by giving consumers uncapped access to events and prizes leveraging Coke's music partnerships.

Brand & Website Development Highlights

Developed the positioning, brand platform, website , presentations and more for each of these companies:

The Kerry Group: Leveraged the owner's background as a roadie to create a unique positioning for this event marketing company. Created the company's tag line, and new business presentation. Led the development of the website and marketing materials.
SPAR Group: Contemporized an older merchandising company and created a branded point of difference that made an emotional connection with the audience. Included logo update, website redesign, thought leadership content, and revenue generating programs.
PromoWorks: Repositioned a commoditized sampling company with a dated image into a contemporary company that makes an emotional connection with shoppers. Included logo update, website redesign, relevance-reinforcing content, and revenue generating programs.

EXPERIENCE: The Kerry Group / Integrity – Event Marketing, 2017-2025

Director of Strategy & Creative

Planning, creative direction, design and copy for experiential and event marketing, trade shows, product demos, interactive displays, training and incentive programs, websites and more. Planned the strategy and led the creative development of Kerry Group's positioning , brand platform, website and new business presentations.

Note that lntegrity acquired The Kerry Group at the start of 2024.

Key clients: Shell, Pennzoil, Quaker State, Rotella, Midea, Brock Group

EXPERIENCE: SPAR Group – Global Retail Services, 2014-2017

SVP Marketing

Took a stagnant merchandising company with little marketing presence and established it as an industry leader with increased relevance. Member of Executive Team planning growth strategies and strategic initiatives. Presenter at industry events. Developed new global brand positioning. Created, wrote and led the design of marketing, thought leadership content, presentations, RFPs, webinars, trade shows, multiple global websites, social media, video production and branded merchandising solutions for clients. Speaker at industry events.

Key clients: Apple, CVS, Dollar General/Family Dollar, lnComm, McKesson, P&G, Sony, Staples, Toys R Us

EXPERIENCE: PromoWorks – Sampling & Product Demos, 2012-2014

VP Marketing

Transformed a commoditized sampling company with a dated image into a contemporary consumer engagement company. Developed new brand positioning. Wrote and directed the design of its website, PR, sales support, RFPs, trade show booth, social media and client programs. Co-created ROI-enhancing digital strategies by integrating in-store sampling with shopper data and social media. Led the branding for new 121 Beverage Sales & Marketing division. Achieved multiple new business wins and acquisition by Crossmark.

Key clients: Bl-LO/Winn-Dixie, Kellogg's, Keurig Green Mountain, Kraft, Miller/Coors, Mondelez, Nestle, Publix, Safeway, Unilever

EXPERIENCE: Engine Room – Marketing Consultancy, 2003-2012

Owner, Chief Idea Mechanic

Built a successful business as a contract creative strategist, conceptor, director and copywriter. with emphais in promotional, shopper and experiential marketing. Led successful new business pitches and client presentations, created concepts, managed creative staffs on-site and remotely, fostered client relationships.

Key clients: Aspen (Malibu Rum, Reyka Vodka), BFG (Captain Morgan), Draftfcb (Glade), G2 (Nokia, Pennzoil, Quaker State), PowerPact (/KEA, Jeep, Sony, Volvo), Publicis Dialog (AAA, Nestle, Safeway), The Marketing Store (McDonald's)

EXPERIENCE: DraftWorldwide/FCB– Integrated Marketing, 1998-2003

SVP, Group Creative Director

Led a 25-person staff of designers and writers, managing the Coca-Cola, Jack Daniel's and Kellogg's accounts. Responsible for creative strategy and direction, ideation, presentations and management of integrated marketing programs combining promotions, direct, experiential, premiums, licensed properties and digital. Led the ideation and creative development of new business pitches. Industry event speaker on how to connect your brand with audiences. Achieved outstanding client success, millions of dollars in revenue and multiple awards.

Key clients: Burger King, Coca-Cola, Jack Daniel's, Kellogg's, Mars, Sprint

ENGAGE • INSPIRE • CONNECT

About My Work: "We Never Sell. We Tell."

Click above or on these images to Explore My Work. See detailed case studies of Promotional and Experiential Marketing, Brand and Web Development.

Career Overview

About Me

New Business Highlights

Experiential Marketing Highlights

Promotional Marketing & Merchandising Highlights

Brand & Website Development Highlights

EXPERIENCE: The Kerry Group / Integrity – Event Marketing, 2017-2025

EXPERIENCE: SPAR Group – Global Retail Services, 2014-2017

EXPERIENCE: PromoWorks – Sampling & Product Demos, 2012-2014

EXPERIENCE: Engine Room – Marketing Consultancy, 2003-2012

EXPERIENCE: DraftWorldwide/FCB– Integrated Marketing, 1998-2003

Downloadable Resume & Portfolios

Contact Me

Comments, Questions and Requests

Get in Touch!

ENGAGE • INSPIRE • CONNECT

About My Work: "We Never Sell. We Tell."

Click above or on these images to Explore My Work. See detailed case studies of Promotional and Experiential Marketing, Brand and Web Development.

Career Overview

About Me

New Business Highlights

Experiential Marketing Highlights

Promotional Marketing & Merchandising Highlights

Brand & Website Development Highlights

EXPERIENCE: The Kerry Group / Integrity – Event Marketing, 2017-2025

EXPERIENCE: SPAR Group – Global Retail Services, 2014-2017

EXPERIENCE: PromoWorks – Sampling & Product Demos, 2012-2014

EXPERIENCE: Engine Room – Marketing Consultancy, 2003-2012

EXPERIENCE: DraftWorldwide/FCB– Integrated Marketing, 1998-2003

Downloadable Resume & Portfolios

Contact Me

Comments, Questions and Requests

Get in Touch!

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