Brand Activation Manager, Luxury Spirits Portfolio, Diageo

Selected as one of four Canadian specialists for a fixed 12-month pilot to launch a U.S. luxury on-premise activation model in the Canadian market for Diageo’s $135B Reserve Portfolio (Johnnie Walker, Don Julio, Tanqueray, Ketel One, Ciroc, Bulleit). Managed 50 of Toronto’s highest-value hospitality accounts, securing strategic partnerships and executing flagship brand experiences.

• 120% portfolio sales growth in mature market — Increased sales year-over-year across top-tier restaurants, hotels, and nightlife venues despite competitive category pressures.
• Market adaptation of global playbooks — Translated U.S. activation strategies into compliant, market-relevant programs for Canadian regulations and consumer preferences.
• High-value brand representation — Hosted VIP tastings, private events, and targeted activations to strengthen brand equity and deepen key account relationships.