Charlie P

Led all aspects of an early-stage startup beverage company: grew revenue by 6X, expanded distribution, led sales and marketing, and staged the organization for national expansion and potential acquisition.

Recruited as the first Marketing Director in the seven-year history of the company to direct all marketing efforts for the 2nd-largest craft brewery in Texas. • Achieved double-digit growth for three consecutive years, growing the business from 1 million cases in 2017 to over 2.2 million cases in 2019. • Led a complete brand strategy and positioning refresh of the Karbach portfolio consisting of mainstay brews including its flagship brand Hopadillo IPA, Love Street Blonde and Crawford Bock, as well as seasonal brands and small batch brews. • Created and launched the most successful craft beer innovation in the U.S. for 2019 on IRI data – Crawford Bock – a collaboration beer with the Houston Astros; navigated full product development cycle from brand design to launch; sold 600,000 cases in 2019; donated 25 cents from every case sale to Astros Foundation; captured significant share from the state segment leader. • Achieved the largest craft beer share gains for any craft brewery in Texas from 2017 to 2020 despite flat growth trends in the industry.

Recruited to the company to direct all Sales and Marketing efforts for a privately held craft beer company best known as the owner and brewer of Shiner Beers, which are brewed at the Spoetzl Brewery in Shiner, Texas; also owns the Trumer Brewery in Berkeley, California. • Grew sales by over 2.5 million cases in a five-year period. • Led and directed a team of 100 sales and marketing professionals; managed a multi-million-dollar budget. • Managed P&L’s for three breweries across the USA - Shiner, BridgePort, and Trumer. • Developed selling propositions and launched multiple new brands and SKU’s, including Shiner’s first line of Ales, Shiner Birthday Beer, Wicked Ram IPA, Shiner Prickly Pear and FM 966 Saison. • Introduced first TV campaign and first regional NFL ad. • Grew Shiner’s Seasonal Program into top-5 US Seasonal Craft SKU.

Led the start-up of a new CPG company whose primary offering is a handcrafted, super-premium, award-winning organic 100% Blue Agave tequila, Dulce Vida® Tequila. • Developed comprehensive business and marketing plan for the launch of the company, including the creation of the brand-selling proposition, package design, P&L structure and marketing strategy; raised $3 million of seed capital. • Recruited, trained, and managed company sales and marketing teams, and managed distributor relations across networks. • Achieved multiple brand accolades, lending claim as The Most Awarded Tequila including winning the distinguished Double Gold Medal at the San Francisco World Spirits Competition in 2010 and 2011.

Recruited at the ground level to develop and implement sales & marketing strategy of a new digital media start up based in Austin, Texas. Played an integral role in positioning the company for future acquisition; acquired by TouchTunes Corp. in 2009. • Devised the initial brand selling proposition, recruited and managed the sales force and marketing team, and successfully launched company into 12 markets within an 8-month period, working across all areas of marketing, branding, and strategy. • Created and managed an SMS-based retail loyalty/social networking program.