In 2023, I was tasked by the Global Stella Artois Trade Director in New York to redesign the brand’s trade toolkit for the upcoming year and create a suite of new items for both on- and off-trade activations. This initiative aimed to update the brand’s assets in alignment with its evolving tennis partnership and the upcoming ambassadorship with David Beckham. The project involved designing over 25 promotional items, including large display units and trade tools for mass production. I led a comprehensive sourcing exercise across Europe, Asia, and the Americas to determine the optimal delivery routes for local markets.

Collaborating closely with the JKR and Barrows design agencies, I ensured that all items created and sourced adhered to the brand’s identity strategy. My thorough management of the project earned praise from stakeholders. The completed range was presented at the Global HQ in New York, where it was showcased to the brand VP and senior leadership. Following this presentation, the range was rolled out globally through AB InBev, resulting in a $5M spend for the account. This project was particularly fulfilling, as it allowed me to strengthen my stakeholder management skills and lead multiple workstreams to successful delivery.