FROM CONCEPT TO SHELF
Every launch is an opportunity to tell a story. I've partnered across product development, sales, creative, and operations to transform over 50 new beverage ideas into campaigns that connect with consumers and perform at retail.
Pregame pilsner
1.8M+ Organic Views • 120 Publix Stores • integrated launch campaign
Created one of Funky Buddha's most successful organic product launch campaigns, generating 1.8M+ Meta and Instagram views while supporting a retail rollout across 120 Publix locations and hundreds of additional accounts throughout South Florida.
To help expand the brewery's core portfolio, I partnered with the creative team to develop the brand identity, led the organic content strategy, and managed the sourcing and production of POS materials and promotional merchandise to support distributor incentives and retail execution.
The launch delivered strong retail and on-premise sales velocity, increasing distributor confidence and driving continued investment behind the brand.
limited release series
12 Launches annually • $475K+ Revenue • +18% Taproom Traffic
Led the end-to-end commercialization of 12 annual limited-release beers, generating more than $475K in revenue while achieving a 100% on-time launch record and increasing taproom traffic by 18% during release events.
Working cross-functionally with brewing, production, packaging, and creative teams, I managed launch timelines, label development, and integrated marketing campaigns spanning organic social, paid media, taproom activations, POS, and promotional merchandise. Each release was designed to reinforce Funky Buddha's reputation for bold innovation while giving local craft beer fans a reason to return month after month.
Seasonal Series
Supported the launch of quarterly seasonal releases with compelling content development strategies, digital ad support, and custom merchandise. Seasonal products would be distributed across the state of Florida.