Test small. Pilot new ideas before committing, like festival sweepstakes that changed prizes, entry mechanics and placements from one festival to the next.

Measure against the goal. Judge each partnership on what it is there to do, whether that's sales, awareness, trial or first-party data, and review results year over year.

Scale, renegotiate or exit. Put more behind what works, like the Live Nation renewal; renegotiate what can work better, like Outside Lands; and exit what doesn't, like a no-cost termination of an underperforming partnership.

The Challenge

Live Nation was both an investor in Liquid Death and its largest partner, spanning pouring rights, media and festival experiences across up to 52 festivals and 120+ venues. The challenge was to connect those assets around company growth priorities and demonstrate the partnership's value ahead of renewal.

My Role

Led partnership strategy and cross-functional delivery for four years, through the 2026 renewal.

My Approach

I built the performance case for the 2026 renewal. I shaped how the $10.17M annual marketing fund was allocated across media, creators, experiential, retail and CRM, so each piece supported the others before, during and after an event. I reviewed every festival year over year on sales and audience research and used the findings to change the next year's plan. I led the expansion into the UK, selecting the festivals and creating the strategy for Liquid Death Presents Download. I aligned Brand, Creative, Social, Media, Retail, Sales, Legal, Finance, agencies and Live Nation's teams on each plan.

Impact

• $27M+ in revenue over the original partnership term

• 31.3M units sold across the partnership, US and UK

• 69% lift in brand awareness among live music fans, 2022–2025

• 8.9M units sold across festivals and venues in 2025

• Venue sales up 34% in 2023, to 5.26M cans across 114 venues

• Iced-tea cans to Live Nation venues up 2.6x in January–July 2026 versus 2025

• Renewed for 2026–2030 across 130 venues

• 2024 sales up 37% at Lollapalooza and 67% at Austin City Limits

• Most-recalled of 19 sponsors at Bonnaroo 2024 (84% aided recall against a 50% average)

• UK: 23 festivals and 3 venues; Download recorded 75K+ units sold on-site and 833M+ media impressions

Country Club | Experiential

The Challenge

Country Club was Liquid Death's signature festival experience. Its temporary-tattoo giveaway needed refreshing, and sampling needed tighter controls to limit repeat giveaways and protect concession sales. The experience had to build brand affinity while connecting participation to measurable audience capture and the partnership's commercial goals.

My Role

Led the platform's evolution: programming, sampling operations and audience capture.

My Approach

I recommended replacing the tattoo-led giveaway with Spa of Eternal Rest, Iron Spraydon and Horrorscopes, and worked with Creative on the experience design and approvals. I introduced wristband scanning to limit sampling to one per guest and protect concession sales. I connected the experience to festival screens, creator content and CRM sign-ups at the door, so we could retarget visitors after the festival.

Impact

• 66K+ visitors across its first 15 festivals

• 2023 ANA Super REGGIE Award for Liquid Death x Live Nation Country Club

• Bonnaroo 2024 research reported 76% purchase intent among Country Club visitors versus 12% among non-visitors

• 71% of visitors surveyed at Lollapalooza 2025 reported a more positive view of the brand

• 2024: 25K+ samples and 11K+ CRM sign-ups by SMS
  

First-Party Data, Retail and CRM

The Challenge

Festival attention usually ends when the event does. As first-party data became a company priority, the goal was to turn festival engagement into contacts we could reach again, and to extend the Live Nation partnership into retail, where people already buy Liquid Death.

My Role

Started and built the festival sweepstakes program; built the 7-Eleven retail sweepstakes with the Live Nation team.

My Approach

I built the festival program from the ground up: strategy, prize structure, QR and SMS entry, platform setup, legal coordination, creative approvals and launch timelines. I ran it as a test-and-learn program, changing prizes, entry mechanics and distribution from one festival to the next to improve participation and opt-in. I then built two sweepstakes with the Live Nation team to extend festival rights into retail promotions across 228 participating 7-Eleven stores, running approvals and timelines across Shopper Marketing, Media, Legal, Creative, Live Nation and 7-Eleven.

Impact

• Festivals

  • 11,336 entries delivered to CRM and Media for retargeting

  • A repeatable model for future festival partnerships

• 7-Eleven

  • 228 participating stores

  • 7.26% click-through on the lead campaign, 14.5x the Live Nation benchmark

  • 519K+ impressions and 26K+ clicks across the two campaigns

  • 30K+ first-party entries

The Challenge

Extend awareness beyond the festival audience through creators and artists whose content sounds like the brand and like the person posting it.

My Role

Led creator strategy across the Live Nation festival programs: choosing the creators, shaping the concepts, writing the briefs and managing approvals with Brand, Creative, Social, agencies and talent teams.

My Approach

I cast for humor and cultural fit before follower count, so the content felt like theirs and ours at once. Each brief tied the content to a product or a launch, and I looked for unplanned moments worth backing as well as planned campaigns.

Impact

• 8.6M+ impressions across three festival creator programs in 2023–2024

• Lollapalooza skit: 19.22% TikTok engagement against a 4.95% benchmark

• Last2Leave launch: 2.7M+ impressions across 16 posts; the top post reached 22% engagement

• Tortuga: 3.4M+ impressions and 84K+ engagements

• Supported an organic Alex Warren collaboration around the Liquid Death x Spotify Eternal Playlist Urn, reaching his 6.3M+ followers

Creators and cultural marketing

The Challenge

Sphere is part of Liquid Death's MSG agreement, which also covers the New York Rangers at Madison Square Garden, Radio City Music Hall and the Beacon Theatre. The opportunity was to use it for more than a spectacular billboard.

My Role

Led partnership strategy and delivery across creative, product launches, concessions and performance measurement.

My Approach

The 2025 Sphere campaign was a standout for awareness, but the spectacle overshadowed the product. For 2026 I connected the contracted Sphere asset to the launch of Liquid Death x Pop-Tarts Iced Tea and made the product the focus. I aligned Sphere, Pop-Tarts, Creative, Legal and Social, streamlined approvals using what we learned in 2025, and reversed a late creative change over a weekend so the launch date held.

Impact 2025 | Brand campaign

• 13.3M impressions (9.6M social, about 3.7M estimated physical)

• 230K engagements

2026 | Liquid Death x Pop-Tarts launch

• Launched on time

• 728 minutes delivered against 588 contracted (24% more)

• 3.9M social and on-ground impressions

Brand Campaigns & Product Launch

The Challenge

Reach an audience underrepresented in Liquid Death's existing following, and measure whether it worked.

My Role

Negotiated the LAFC agreement into a full 360 partnership, then led it from launch: strategy, creative approvals and performance across venue, retail, sales and marketing teams.

My Approach

I developed the strategy to reach Hispanic audiences in Los Angeles, who represented 63% of the club's Instagram audience against 12% of Liquid Death's. I wrote the creative briefs, including bilingual creative, and set the measurement plan before launch. The program covered in-stadium branding, concessions, branded refrigeration, supporter sampling and partner social.

Impact

• 81% aided brand recall among fans surveyed

• 11.5K+ concession units sold in the first four months

Additional Sports Partnership Results

• Milwaukee Brewers (MLB): in-stadium sales up 21% in the first half of 2026

• Philadelphia Eagles (NFL): 5.19M broadcast impressions in the 2025 season; a player social series drew 495K impressions and 25K engagements

Community & Trial

GROWING BRANDS PEOPLE ACTUALLY REMEMBER.

I helped scale Liquid Death through integrated marketing and partnerships, connecting a clear business goal with something people want to be part of: a product launch, a cultural partnership, a live experience or a new community. If you're looking for someone to lead brand marketing, integrated campaigns, experiential or partnerships, or a partner to help grow your brand, I'd love to connect.