Work
Projects
A selection of work across marketing, analytics, and business reflecting how I think and what I build.
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SKU Performance & Inventory Strategy
Conducted a deep analysis of winning and losing SKUs to understand which products were actually performing and why. Examined sales by product, geography, and buyer behavior to identify where specific products had strong or weak traction. Used the findings to adjust inventory allocation and sales strategy by market putting the right product in front of the right customer rather than treating all inventory equally across all channels.
Challenging Market Assumptions With Data
Investigated a common industry practice pulling kegs from market based on assumed sell-through rates by going directly to the sales data. Rather than accepting the practice at face value, I collected and analyzed the actual performance numbers and demonstrated that the assumed strategy wasn't producing the expected value. The result was a shift from industry habit to decisions grounded in real performance data.
Sales Route & Delivery Optimization
Developed optimized sales and delivery routes using data to determine how stops should be grouped and scheduled. Analyzed customer locations, delivery requirements, and route efficiency to reduce unnecessary travel and cut costs. Built a route profitability tool that estimated the cost of a proposed route and helped the team evaluate whether it was worth running before committing resources giving the business a way to make smarter decisions about where to send drivers.
Website & Digital Strategy Three Business Lines
Devil's Canyon operated three distinct businesses under one roof: beer sales, venue rentals, and mobile events. The website wasn't communicating that clearly. I helped restructure the site, SEO, and navigation to present each business line on its own terms improving visibility for venue rentals, mobile events, and public programming. Also focused marketing efforts on building awareness around Friday operations, the primary day the venue was open to the public.
Summer Nights Series
Developed the Summer Nights event series a recurring large-scale event held on the last Friday of each summer month, turning the brewery into a major entertainment destination. Each event featured headlining performers on the main stage, additional acts in the beer garden, food and beverage vendors, and full event production. The series attracted thousands of attendees per event and was designed specifically to generate incremental revenue rather than cannibalize existing weekday business.
Super Bowl Watch Party $25K in Sales
Developed and executed a large-scale Super Bowl watch party at the venue, including private sections that customers could purchase as a premium experience. The event generated $25,000 in sales demonstrating the ability to turn a major cultural moment into a structured venue revenue opportunity rather than simply hosting a free viewing event.
All-in-One Venue & Event Rental Offering
Developed a white-label, all-in-one venue and event rental offering designed to make Devil's Canyon a one-stop destination for corporate events, private parties, and large gatherings. Rather than requiring clients to coordinate every element themselves, the offering bundled venue, catering, entertainment, and vendor services together. Built the structure for the offering and developed partnerships with outside businesses to provide additional services creating an experience where everything was taken care of.
Large-Scale Event Partnerships Whimsy Market & More
Coordinated events and partnerships designed to bring established audiences into the venue. Partnered with the Whimsy Market a large market already attracting thousands of attendees to align their programming with Devil's Canyon venue operations, benefiting from an existing audience while creating additional reasons to visit. Also coordinated concerts, public events, vendor markets, and private event sections throughout the year.
Mobile Events Operation Outside Lands, Portola & More
Identified an opportunity to expand beyond the physical brewery by using the company's existing licenses and operational capabilities to build a mobile events operation. Developed the offering using refrigerated trailers and mobile bar setups to bring the Devil's Canyon experience directly to large-scale events. The operation participated in major festivals including Outside Lands, Portola Music Festival, and Rock the Dock creating an entirely new sales channel and putting the brand in front of audiences who may never have visited the brewery.
Creative Solutions Within Licensing Restrictions
The venue operated under a beer and wine license, which created limitations for clients who wanted a cocktail-style experience. Rather than turning those customers away, I worked on developing practical alternatives including soju-based beverages and other solutions that could deliver a similar experience while staying within the venue's licensing framework. The focus was on understanding what the customer actually wanted and finding a workable solution within the business's operating constraints.
School District Events Transforming the Venue for Younger Audiences
Developed a recurring relationship with the San Mateo Union High School District to host school dances and events across multiple schools at the venue. Because attendees were under 21, the normal alcohol-focused presentation of the space had to be completely rethought for each event. Removed beer and alcohol advertising, introduced mocktails and non-alcoholic options, and reworked the visual environment to make it appropriate for students. The partnership demonstrated that the physical space could be adapted to serve an entirely different customer segment and turned what would have been dark nights on the calendar into consistent, booked revenue.
More projects will be added as I continue to document my work. If you'd like to discuss any of these in more detail, feel free to reach out.
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