For nearly two decades, I have led global brands and teams through defining moments; acquisitions, launches, premiumization, global expansion, and reinvention.

Whether a new-to-world or established brand, my one belief has held true: the strongest growth comes from knowing exactly who you are — and expressing it consistently and meaningfully across product, experience, commerce and culture.

I created VOZ to help brands find that same clarity and success.

My experience is rooted in luxury spirits and super-premium beverages, shaped by some of the world’s most iconic brands, and applied thoughtfully across consumer categories.

At The Macallan, I worked across leadership roles during one of the most defining chapters in the brand’s history, helping guide its evolution as it scaled globally while catapulting its luxury positioning and cultural relevance. That experience shaped how I think about stewardship while challenging norms to transcend a category — and the focus and conviction required to do so.

At Campari Group, I led the transformation of The Glen Grant into a modern luxury whisky and oversaw global strategy and sharpened brand roles across a diverse whiskey portfolio, including Wild Turkey and Russell’s Reserve, unlocking growth, enabling innovation and expansion across markets, channels and occasions.

Additional inflection-point work spans super-premium and emerging brands across spirits, beer, hospitality, and global portfolios.

Beyond brand strategy, my work consistently includes building and leading high-performing teams, designing marketing operating models, and establishing aligned partner and agency ecosystems, to create the foundations for focused and sustained brand-building. I began my career on the creative agency side, which continues to inform how I lead productive partnerships today.

I have also partnered closely with founder-led and early-stage brands and organizations, shaping positioning, portfolios, visual identities and brand worlds, and go-to-market direction from the ground up, when ambiguity is high and seasoned judgement matters most.

Across contexts — from entrepreneurial startups to complex global organizations — I work hand in hand with founders, CEOs, distillers, creatives, brand and commercial leaders, stepping in when the stakes are high and aligning people, priorities, and ambition around a shared direction for success.