Woodrow J Coheley

SouthEast, US http://www.linkedin.com/in/woody-coheley-78966526 678-***-****

adhp0c@r.postjobfree.com

BRAND BUILDING LEADER

CULTURE EVENTS FIELD MARKETING STRATEGIC COLLABORATIONS EXPERIENTIAL MARKETING

A highly visionary brand building/management leader with a history of success in pioneering cutting-edge cultural marketing programs from scratch that raise brand awareness while securing brand relevancy within target markets. Draws upon a deep understanding of brand identity to leverage strategic collaborations with musicians and artists, resulting in mutually beneficial cross-promotional events, activations, and products. As a dedicated leader, actively fosters the individual growth and success of team members. Serves as a creative producer who delivers engaging and innovative consumer experiences that drive sustainable brand growth within new and existing markets.

marketing strategy field marketing event planning

event activation program development/management social media programs

strategic partnerships project management experiential marketing

content creation lifestyle marketing sponsorships

brand development budgeting agency management

product development communications training/development

client relations distributor relations negotiations

EXPERIENCE

Crook and Marker 2019-2020

Director, Field Marketing, Los Angeles, CA, Jan – April 2020

Managing a $3M budget to create and execute all Field Marketing programs for the WBU which included management of (4) Field Marketing Managers/Regions. The budget focused on POS, largescale events, agency/demo program and localized lifestyle events.

Developed/Managed all Field Marketing programs around our Costco introduction. Programs included in-store sampling demo programs, satellite retail sampling demo programs, strategic events planning/management and strategic product seeding. Our success in the WBU led to additional Costco store/market opportunities.

Milestones: Promoted to a director role and was the 3rd person in the company to receive our highest internal award for excellence. Both achieved in under a year.

Field Marketing Specialist, Los Angeles, CA, May – Dec 2019

Program Development / Management: Developed/Managed successful lifestyle marketing programs to support multiple wholesaler MBO’s aligned with the introduction of the brand to the West Coast market. Programs included brand partnerships, lifestyle events, off premise sampling demos, digital content creation and influencer product seeding.

Agency Management: Managed 10+ agencies that led to over 1000 off premise retail sampling demos in 2019 which resulted in over $2M in sales. I led the company in both number of events and sales attributed from events.

Project Management: Led all Field Marketing projects for the MT launch of our new Spiked Soda line which included (2) successful launch parties created for our wholesale partners, local retailers, consumers and digital influencers. Other Field Marketing Projects included off premise sampling demos, on premise sampling nights, local event support and distributor relations. The launch focused on multiple markets, but MT led the country in sales, distribution and brand awareness.

Event Activation: Managed/Executed our brands participation in the first ever national seltzer fest/competition in Denver, CO (Fizz Fight). Our brand/booth came in 2nd place (People’s Choice) up against top leaders in the segment.

Pabst Brewing Company 2003-2018

PBR Brand Manager, Music, Los Angeles, CA, 2015-2018

Program Development / Management: Managed $3M budget to create and execute all national music-focused brand programs for Pabst Blue Ribbon (PBR); amplified programs by managing agency partners, media partners, and designers; partnered with field sales/marketing on program execution; worked closely with legal team on event, festival, agency, and artist contracts. Strategized marketing plans by creating monthly business reviews with sales team.

Strategic Partnerships: Cultivated and maintained strong working relationships with relevant companies culturally aligned with the Pabst brand, including punk and metal record labels, music-related collaborators, musicians, bands, industry representatives, and music companies; created cross-promotional items with Orange Amps. Collaborators include SJC Drums, Live Nation, AEG, COMPLEX, The Fader, Cornerstone Agency, AC Entertainment, Epitaph Records, Three One G Records, Suicide Squeeze Records, Warner Music Group, Superfly Productions, and Dr Martens.

Social Media: Managed national and music social media handles with reach of 170K+ (Instagram), 100K+ (Twitter), and 383K+ (Facebook); created digital content for national social media handles.

PBR Music Society: Concepted, launched, and marketed PBR Music Society distributing grants to musicians in need; awarded $200K+ to 75 musicians to support music video production, tours, recording, equipment repairs, and health care.

Pabst Wax: Reinforced alignment of Pabst culture and vinyl culture by concepting, building, launching, and marketing Pabst Wax mobile pop-up recording studio; cut demos directly to vinyl onsite at music festivals, events, and on-premise accounts; collaborated with musicians such as The Coathangers, DJ Lord of Pubic Enemy, Eagles of Death Metal, Summer Cannibals, and Retox. Hired onsite videographers to document Pabst Wax recording process and gave bands all content (digital and vinyl recordings, video of performance) to use in support of cross-promotional initiatives; designed all sleeves and stickers for vinyl; created onsite look of mobile unit and pop-up tents.

Project Pabst: Partnered with project lead and served as second in command on Project Pabst, a PBR-owned festival; grew event from one festival in Portland in 2014 to four festivals in Portland, Denver, Atlanta, and Philadelphia in 2017 with audiences of up to 25K per event; collaborated with festival producers on sponsorships, onsite activations, booking, onsite logistics, creative, and digital promotions/programs; managed creative consumer engagement budget up to $50K for onsite activations and art programs; brought Pabst Wax to festivals.

PBR Halftime Show: Developed digital program to compete with Super Bowl halftime show with a program more relevant to Pabst consumers; captured 5M views, exceeding initial goal of 2M views; partnered with outside agencies Complex and First We Feast on development and production; booked bands, including Dead Cross and Machine Gun Kelly; managed $1.5M budget.

Fader Fort at SXSW: Partnered with The Fader Magazine and secured exclusive beer sponsorship created for three-day concert showcasing rising hip-hop artists with 60K total attendees at Fader Fort during SXSW, including digital artist interview portion highlighting three artists; oversaw digital promotion, content creation, onsite logistics, venue product orders, featured artist program, and agency management.

Mastodon 2017 Tour: Spearheaded company’s first-ever sponsored tour; leveraged long-term relationship with Grammy-award-winning band Mastodon to sponsor band’s full 2017 US tour; secured exclusive beer sponsorship; captured opportunities for multiple new points of distribution; captured product placement in all 24 tour venues and gained 11 non-buy venues; created digital mokumentary to promote tour, garnering 50K+ views.

Artist Video Support: Concepted and developed company’s highly successful Artist Video Support Program, which gave musicians money to produce their videos; unintentionally increased brand visibility as artists voluntarily placed Pabst products in music videos as a thank-you for company’s support.

PBR Custom Music Packaging: Boosted brand awareness by creating custom music packaging for three consecutive years; concepted custom can and packaging and worked directly with designers to bring ideas to fruition for this national promotional campaign consisting of 3.8M custom cans per year.

Senior Director of Field Marketing, Atlanta, GA, 2011-2015

Led 35 field marketing representatives and managers nationwide; reviewed weekly reports; traveled to meet with representatives onsite.

Partnered with sales team on program execution alignment; collaborated with national brand team and CMO to execute national brand plans; developed monthly reports/recaps for sales team and national brand team/CMO.

Managed multimillion-dollar program budgets as well as general annual budget of $2M spanning all markets.

Directed field marketing social media programs and managed national social media handles on Instagram, Twitter, Facebook, and Snapchat.

Served on team executing major events nationwide; partnered with legal department on event/festival contracts.

Interviewed, hired, and trained 25+ field marketing employee; facilitated development of official field marketing training manual still used today; crafted individual employee performance plans.

Served on team responsible for event launch and product design for new Colt 45 product; oversaw mobile tour promotion spanning 20+ markets; managed artist relations, including multiple project partnerships with Snoop Dogg; created local promotional and sampling programs; coordinated launch party to promote collaboration with Juicy J.

Boosted brand growth and visibility in college demographic by partnering with Playboy Magazine on tour of top 12 party schools in USA; managed field marketing representatives at promotional events; reported and recapped program to sales teams and executives.

Increased brand visibility during Super Bowl by leading team of ten sales and marketing representatives to develop NOLA Super Bowl Block Party; coordinated full week of promotions, events, and consumer moments.

Drove execution of 15-city tour of PBR art bus, a mobile unit traveling the country and showcasing consumer-generated art; collaborated with Chief Marketing Officer to transform mobile home into walk-through gallery; scouted locations, charted route, and partnered with local teams on programming; managed budget of $150K served as point-of-contact for all events; reported and recapped program for sales and executives.

Served as team lead for launch of Ballentine IPA in Northeastern US; directed brand-specific team of six field marketing representatives to promote product; reviewed and reported weekly recaps to team; led development of outdoor signage campaign; managed $1.5M budget.

Field Marketing Manager, Atlanta, GA, 2007-2010

Directed team of 15 field marketing representatives nationwide, focusing on grassroots local marketing.

Reviewed weekly recaps from field and partnered with brand team to customize national programs at local level.

Served as lead on all national special events/festivals; collaborated with local sales team to align programs; worked closely with local distributors on marketing support of localized promotions.

Created field marketing representative reporting tool, relaying all field marketing activities to management and distributors.

Facilitated interviewing and hiring of new team members; trained all new field marketing members in respective markets; developed and implemented individual performance plans.

Led brand’s local and national social media management.

Initiated brand’s distribution within Miami’s Wynwood district by fostering relationship with Overthrow promotions group to produce Basel Castle at Art Basel Miami; aligned brand’s image with Overthrow’s events to produce winning art-driven promotional events at Basel for three years; events lead to growth and permanent field marketing representative in Miami market.

Concepted, developed, and launched Burrito Armageddon Triathlon, a unique bike race event; grew from 20 participants with three venues to 1K+ participants with six venues; built event from scratch as annual premier event for local distributors; secured Jameson sponsorship.

Launched sampling program in ten markets that captured 40 points of new distribution and merchandised 120+ accounts.

Realized consistent program and budget growth as manager of company’s biggest marketing investment.

Field Marketing Representative, Atlanta, GA, 2003-2006

Served as one of company’s first-ever Field Marketing Representatives (FMR); completely concepted, built, and directed field marketing program into what is currently company’s largest marketing investment.

Spearheaded cultural shift in brand by creating music-focused experiential marketing programs within Atlanta market.

Managed over 300+ focus accounts in Atlanta and Athens, GA; secured high sales at top accounts by coordinating music-related features, events, samplings while maintaining brand relevancy in local market.

Strategically cultivated relationships with punk, metal, and hip-hop bands ignored by bigger beverage brands to increase brand’s consumer base within these subcultures.

Developed ground-up and sponsored events; supported local activities relevant to brand.

Held responsibility for weekly reporting, recapping, social media content creation, and budget management.

Initiated and spearheaded brand’s growth in hip-hop scene, earning recognition as first-ever FMR to sponsor hip-hop events; started with small venues and eventually sponsored A3C hip-hop festival.

Created company’s first-ever branded social media page.

Served as first FMR to build grassroots, ground-up events totally owned by company.

Designed and developed retail collateral still in use by company, including traditional trucker hat, hoody, and beer koozies.

ADDITIONAL EXPERIENCE

Brown & Williamson Tobacco, Special Projects Manager, Atlanta, GA: 2002-2003. Managed installation, maintenance, and inventory replenishment of BOB cigarette vending machines in 40+ venues across Atlanta reduce underage cigarette smoking. Created training manual used in BOB vending machine launches worldwide.

PROFESSIONAL DEVELOPMENT

Off Premise Sales, General Wholesale, Atlanta, GA

Field Marketing (Focus Account Development), BFG Communications, Tampa, FL

Word of Mouth Marketing, Ted Wright, CEO Fizz, Atlanta, GA

Grass Roots Marketing, BFG Communications, Tampa, FL

Craft Beer (Past, Present, Future), Greg Owesley, The Storied Brand Founder/President, Los Angeles, CA

Craft Beer Sales (Product Launch), Pabst Brewing Co., New York, NY

Martec Intro, Jillian Davis, Director of Digital Marketing At PBC, Los Angeles, CA

Pro Tools Intro, Menton Matthews, Artist, Musician, Author, Chicago, IL

CERTIFICATION

OSHA Compliant Fork Lift Operator

T.I.P.S. Certified

COMPUTER SKILLS

PowerPoint, Word, Excel, Social Media Planning Software (ex. Percolate), Sales Reporting (ex. Margin Miner), Budget Tracking (ex. Smartsheet), Music Programming Software (ex. ProTools), Video Editing Software, CRM Systems

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