CRAFT A STRATEGIC DIRECTION THAT INSPIRES TEAMS AND EXCITES PARTNERS
“...no matter what you do, someone will find it controversial.
Action always provokes criticism. Truly creative acts antagonize;
Innovation is always a threat to the established order.
The way to avoid [friction] is to do nothing, say nothing, and be nothing,
but this is the path to irrelevance…
”
WHAT
STRATEGIC ADVISORY
Craft a strategic direction that inspires teams and excites partners.
Whether over coffee, in workshops, or during corporate retreats, I work with C-suite executives, brand leaders, and Founders to shape strategies and Go-To-Market plans that propel brands and businesses.
INSPIRING BRAND PURPOSE
Isolate your brand's social and intrinsic value for consumers as a foundation for the outward expression of the business strategy.
Create brand-led strategies that align commercial activity with the contours of the marketing landscape and deliver an authentic brand experience beyond the rational benefits.
PORTFOLIO STRATEGY
Optimize the portfolio experience in line with the evolution of the category and emerging consumer need-states.
Understanding what's practical, possible, and probable, we project brand artifacts and distinct assets into new business growth terrains.
HOW
Exercising the value of a creative-analytical mindset, I have evolved my approach to brand building, unlocking shareholder value by leveraging prior investments in people, brands, and structures.
WHY
Teams need creative collaborators who responsibly define, shape and enable brand foundations.
Brands have histories that require strategic synthesizers to integrate what's practical, possible, and probable into new business growth terrains.
Brands need pragmatic innovators, equally adept at exploring a step-change as a 'blue-sky' solution to satisfy business challenges.
TESTIMONIALS
“As a global brand leader, Carmen leverages his unique blend of creative and leadership talents to develop world-class marketing strategies and campaigns.”
“[Carmen] possesses the rare ability to build a collaborative ecosystem where everyone feels empowered to contribute and ownership is shared.”
“Carmen combines people skills with business skills in a way that makes you want to go the extra mile with a smile on your face. He is very result-driven without compromising the human aspects. ”
CONTACT
CAREER MILESTONES
C-Suite Coach and Brand Strategist - Opera Brand Advisory LTD
SVP Managing Director - Finlandia Vodka and Chambord Liqueur
VP Director of Global Marketing - Jack Daniel’s Tennessee Whiskey
VP Global Brand Director - Jack Daniel’s RTD
Regional Director - Jack Daniel’s - Asia Pacific
Managing Director Brown-Forman - Japan
Managing Director Brown-Forman - Australia/New Zealand
Marketing Director Brown-Forman - Germany