Brand manager for Starbucks Doubleshot and member of Starbucks Ready-to-Drink marketing team, as part of the $1B+ joint venture between PepsiCo and Starbucks. Directly reported to Starbucks employee. Key projects included:
Brand Restage: Led brand restage for Starbucks Doubleshot (a $350-million energy-coffee trademark), including new positioning and brand book, Doubleshot.com, look and feel, activation plans, and segmentation strategy. Managed project from initiation through in-market execution, including development of full 2013 marketing calendar. Doubleshot volume +3% in 2013.
Native Media Partnerships: Executed new Doubleshot positioning through content-based media programs with VEVO (Big Jams on Campus), BuzzFeed (sponsored posts), Fast Company (Change Generation), and WhoSay (celebrity social media tie-ins).
Art of the Craft: Developed and executed Doubleshot's "Art of the Craft" surfing video series, including a partnership with two top surfboard shapers, a three-part video series on YouTube, media buys, two premiere events for the surf community, and a retail program with Chevron. The program was profiled by ESPN, TransWorld, Surfing Magazine, and Thrillist.
Portfolio Grassroots: Owned grassroots for the full Starbucks RTD portfolio, including key market launch support for bottled Iced Coffee, Doubleshot activation at SXSW at the Fast Company Grille, and portfolio strategy and sampling at foodservice and C&U locations. Developed partnership with foursquare's On Campus program to amplify C&U events.