As Senior Manager of Innovation at Boston Beer Company, I led the strategy, positioning, and commercialization of Wild Leaf Hard Green Tea, a hard tea brand created to bring a more refined, premium alternative to the category. I helped define the brand's core proposition, consumer target, portfolio role, and go-to-market strategy while shaping a product experience centered on premium green tea, real ingredients, balanced flavor, and understated sophistication.

My work spanned the full innovation lifecycle, from consumer insights and brand positioning through packaging, commercialization, and in-market activation. I partnered closely with the creative agency Studio MPLS on an intensive creative development sprint, leading multiple rounds of research-backed design exploration to refine the brand identity, packaging system, and distinctive assets. Together, we tested and evolved creative territories, ultimately establishing a unique visual identity designed to increase brand recognition and differentiation in a crowded hard tea landscape.

Beyond establishing the brand foundation, I led the integrated marketing strategy for Wild Leaf, overseeing advertising, media, PR, experiential, influencer, and retail activation efforts. My focus was on translating a differentiated brand positioning into a cohesive consumer experience, ensuring that every expression of the brand, from creative development and earned media to sampling programs and in-market activations, worked together to build awareness, distinctiveness, and trial.