I directed all on-site and off-site events for the brewery — from intimate taproom programming and private buyouts to large-scale brand activations and community events. Each event was an opportunity to deepen the Devil's Canyon brand identity and create memorable guest experiences that drove loyalty and word-of-mouth.

Managing the hospitality team meant hiring, training, and developing staff who could deliver a consistent, elevated experience regardless of event size or format. I built systems for vendor management, event logistics, and post-event review that made the program scalable and repeatable.

On the analytics side, I built and maintained the marketing analytics infrastructure that gave the business visibility into campaign performance, customer behavior, and revenue impact. This included dashboard development, KPI definition, and regular reporting to leadership.

I worked cross-functionally with sales, marketing, and operations to ensure data insights were actionable — not just informative. The goal was always to connect what the numbers said to what the business should do next.

Rebuilt the events calendar and booking process from scratch, reducing scheduling conflicts and improving staff utilization across peak periods.

Launched a post-event feedback loop that captured guest sentiment and fed directly into programming decisions for future events.

Developed a unified marketing dashboard that consolidated data from multiple channels into a single view for leadership review.