Brion Roberto

Smirnoff needed a breakthrough to gain status in the highly competitive Vodka category and, in particular, had to win the war "on trade" (bars and restaurants). The big idea was to host the hottest parties in 14 major cities worldwide on the same night. To support this, a website, Facebook page, and mobile apps were created, including an "idea exchange," where consumers could nominate and vote on the best of their city–music, drinks, fashion, and trends. Cities then swapped their cultural ideas, transported items to companion cities in crates, and opened each party. Social media and digital marketing were integral to the promotion and credited with its success. Smirnoff gained ten million Facebook fans.

Improved SEO for the world's largest liquor company, lifting visibility, site traffic, and brand reputation. Researched the marketing, competitive bench-marking, led a team of content agencies, technical consultants, and internal teams to deliver the project in less than six months. This increased the Brandwatch digital brand IQ rating for the top three product categories, gained executive buy-in for budget, team, and endorsements, and achieved a 15%+ traffic increase.

We took advantage of the growing bourbon market and rebranded an existing legacy product with a new image, logo, bottle design, and a digital and social media presence. We landed on a "frontier whiskey" approach to differentiate from competitors and take the bourbon in a new direction.

A mobile app built for the Captain Morgan brand that utilized App Store Optimization (ASO) techniques. This game featured an interactive brand experience for consumers. The player was a fleet captain (the initial size determined by their influence on social platforms such as Facebook, Foursquare, and Twitter) who could battle with other players. The size of a player's ship and gear acquired during play influenced their success in battle and, ultimately, their rank. It used GPS and location-based technologies to make it hyperlocal.

Developed a complete rebrand utilizing internal, external, and competitive research from start to finish. Included primary research and thorough development of a long-term, sustainable, competitive advantage that was deployed via full-scale digital, social, and live event campaigns.

Researched, identified, and created a three-tier screening system to ensure high-quality, top 3% consultants for Toptal. Developed all screening content and successfully piloted model and implementation.

GoMeals was developed to help patients make healthy lifestyle choices at home or on the go. The app includes tools for eating healthy, staying active, and tracking blood glucose levels.

FEATURES
• Food Trackers: Patients can search thousands of food and dishes from popular restaurants and grocery stores and the items they have in their own kitchens to determine the nutritional value (i.e., calories, carbohydrates, fats, protein, etc.) of the food they eat.
• Activity Tracker: Patients can calculate the calories they burn, selecting a physical activity and intensity level.
• Glucose Tracker: Record and view glucose numbers. Patients can track highs and lows, and with meal and exercise tags, they'll have a log of readings to share with you and their diabetes support team.
• Restaurant Locator: Which restaurants are closest and maps the location. With a database of over 20,000 restaurant items, they can make healthy eating choices before even stepping in the door.
• Cloud Sync: When patients log in, history and favorites are backed up to the GoMeals cloud network.

Acted as a chief marketing officer (CMO) for a new product concept to blend live-streaming concerts with active gamification and social experience. Worked with the CEO and product development team to develop a clear pricing and positioning strategy. Led, developed, and executed research. Delivered recommended ranges for pricing to achieve desired market penetration and profit margin. Created a go-to-market plan and developed an investor deck

Designed an eCommerce site, balancing scale with local market relevancy and commercial goals. I determined the tech stack, product positioning, selection, and line extensions. I created staffing and support models and set up a distribution system with a supply team.