Big-idea marketing is useless if sales has nothing to sell against. Every consumer plan comes with its trade translation: sell sheets, chain decks, POS and distributor programming, so above the line and below the line tell one story.
APPROACH
How I work — and how you'll know it's working.
Senior research-backed brand leadership with a repeatable method — and proof you can hold me to.
Research & insight
Deep-dive market analysis and consumer behavior mapping to find your competitive edge.
Brand DNA
Defining your core narrative, visual identity guides, and positioning in the crowded beverage set.
Activation plan (DTC + trade)
Commercial leadership
Bespoke roadmaps for winning at the cellar door and securing distribution placements.
Pricing strategy, P&L management, and multi-year roadmaps for sustainable brand growth.
Brand DNA Audit
Brand-health scorecard
12-month activation calendar
KPI dashboard
My frameworks — the same ones I'd build for you.
20+ YEARS IN BEVERAGE — LED BRAND & MARKETING STRATEGY ACROSS WINE, SPIRITS, BEER, RTD & NON-ALC.
Selected Results
Outcome
A luxury sparkling brand — repositioned for younger drinkers; brand book + concept-tested label direction.
+12% ROI
A multi-brand beverage portfolio — year-round activation partnership; +12% ROI, 19 new placements.
19 New Placements
A premium wine brand — full brand books & style guides to stand out in a crowded set.
Client names withheld; full specifics shared confidentially.
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“Trisha Cancilla's approach to brand DNA is one of the most comprehensive strategies I've seen in the three-tier space. It doesn't just look good—it sells.”
Margareth Henriquez, former President, Champagne Krug