Led social, experiential, and loyalty initiatives for White Claw during its rise from emerging brand to category leader. I shaped the brand’s cultural voice, design language, and visual identity through always-on social, product launches, IRL activations, and creator-led programs like The Wavemakers and Officials. By leaning into authentic community-driven storytelling over traditional celebrity marketing, the work drove standout engagement, high-performing UGC campaigns, and sustained category dominance.
THE WAVEMAKER PROGRAM
EVERGREEN SOCIAL
PRODUCT LAUNCHES
UNITED AIRLINES
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RACQUET MAGAZINE
OFFICIALS PROGRAM
As a way to deeper entrench authenticity into our brand DNA we created and ran the 'Officials' program. Using social listening tools we identified what UGC was performing the best within our target, added a visual treatment to the content, and put media dollars behind it. The 'Officials' content out performed any of our existing 'POS' related content.
