BRAND AND PRODUCT MARKETING

IDEATION, CREATIVE DIRECTION, AND EXECUTION
Westland Holiday Campaign

This was my proudest and most fulfilling project at Westland in the last year. I was given a budget and a timeline and complete freedom over bringing this seasonal campaign to life from coming up with the creative brief and messaging, to hiring agencies and contractors and creators to make all of the materials.
This spanned digital (image and video) and print for both ATL and BTL brand messaging for the 10 week duration of the 2025 holiday season.
Photos by Zack Bolotin and myself, graphics by ESE MX and myself.

WATCHPOST WHISKEY

Naming Rationale and Product Launch Framing

Watchpost was built to fill a gap in the Westland Distillery product portfolio. This blended whiskey innovation sits as a new sub-brand of the distilling company.

I participated in formulating this new brand, from naming, to feedback on visuals and packaging. My work really came to shine when I lead the brand launch photoshoot out in the wild.

I remained point-person for brand communications and creator of selling materials, brand presentation decks, and creating internal and external brand collateral for this new product.

WESTLAND GARRYANA

Product Positioning and Advertising Campaign

Westland’s Garryana whiskey is the most acclaimed product in the entire brand portfolio. Garryana is a bespoke LTO that comes each year from Westland and highlights a unique oak species used for barrel aging.

My role with the latest innovation in the series, Garryana 10, was to provide feedback on the packaging visually and write supporting copy. I helped write and reveiw packaging copy as well as website and social copy.

This release was launched with a robust omnichannel campaign that I directed, including targets on e-commerce and in-person event traffic, resulting in the largest in-person event in the company’s history.

View my product tech sheet here.

WESTLAND BRAND CAMPAIGN:
COCKTAIL COLLECTIVE

Campaign planning and execution plus trade marketing advocacy

Flagship is Westland’s most accessible whiskey and the Cocktail Collective was built to prove it deserved a place at the bar beyond the collector’s shelf. This campagin focused on a series of story driven cocktail videos that created social proof from people who pour for a living.

My role was to make sure that all cross-functional communication was streamlined. I coordinated with all of the collective members and bartenders. I worked with creative and performance marketing and PR and the video production team to make sure everyone had what they needed.

The campaign built meaningful relationships with bartenders who became on-premise advocates for the Flagship product, a goal that outlasted the content itself.