I spearheaded Pabst Blue Ribbon's strategic expansion into the cannabis beverage market, transforming the iconic beer brand into a pioneering force in an entirely new industry. What started as a 2020 initiative evolved into a thriving partnership that has successfully launched over 15 different products under the Pabst Labs portfolio.

My comprehensive role included managing product launches for major brands including PBR, St. Ides, and Not Your Father's Root Beer in the cannabis space. I oversaw all aspects of content production, ensuring each brand maintained its authentic identity while adapting to the evolving cannabis market landscape.

I executed full-scale event strategy and implementation, managing everything from tradeshow buildouts to on-site logistics and field marketing campaigns. My integrated approach ensured seamless brand experiences that effectively introduced these established brands to new cannabis consumers while maintaining their core brand values.