Andrew Courtien

Role: Director Of Brand Marketing

Reporting to the COO and Founder/CEO- I oversaw any and all brand development projects as both a creative and strategic lead.

Most notably, I oversaw the brand development and release of Recess’s first-ever product innovation, Recess Mood. This included overseeing, developing, and executing…

• Brand positioning within our own ecosystem and in the marketplace.

• Packaging design.

• Content Programming and Creation.

• Influencer Campaigns.

• Email and Growth Marketing campaigns.

• Partner/Distributor marketing.

• Experiential marketing.

• PR.

• First launch on Amazon.

Projects in addition to the launch of Recess Mood:

• Created the strategy and creative for the role out of a limited edition Valentine’s Day Flavor- Strawberry Rose

• Navigated the slow and awkward exit out of COVID with the campaign: “The Recess Guide To Re-Entering Society”.

• Developed and executed the brand’s first “Dry January” campaign which resulted in the highest DTC revenue that the brand had seen to date.

• All while managing our internal marketing/creative team to deliver day-to-day marketing assets for socials, accounts, distributors, and investors.

Role: Chief Strategy Officer

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Role: Brand Director - Old Blue Last Beer

After seeing a decline in beer drinking among younger consumers, Anheuser-Busch partnered with VICE Media to create a new lager product for a younger demographic.

Old Blue Last approach to reach this dwindling beer-drinking demo was two-pronged. First, create a liquid that had enough flavor for craft snobs to not scoff at while keeping it crushable enough for casual beer drinkers (aka party people) to enjoy. Second, create a brand that millennial’s could identify with and had a personality and product design that felt like it wasn’t your dad's beer brand.

As the brand director, I was the steward for all consumer and trade marketing materials and messaging. From leading how our brand ambassadors and our trade materials speak to the liquid. to our first ever 360 brand campaign and even a product redesign - I led creative, strategy, and even sales as we all worked towards one goal: sell a lot of beer to the right people.

This work led to a rate of sale higher than industry standards for the category and a re-buy rate of 76.8% for on-premise accounts.

Title: Director Of Brand Marketing, VICE

Role: Strategy and Creative

Developed the strategy behind the event and our brand narrative as the company moved into the 2019 NewFronts. From picking visual artists (Matthew Bellosi), developing the presentation, curating talent on stage (Tianna Taylor, Danny Brown, and more), to the stage itself (a Dim Sum restaurant in chinatown) - I ensured every detail of our event told a story and laddered back to our overarching brand strategy.

Title: Associate Account Director, Virtue

Role: Talent Curation and Account Management

An ambassador, influencer and social program positioned to push Bud Light into different cities, cultures, and conversations.

Friends of Bud Light was a series of experiences curated by hand-selected talent to authentically reach a more discerning audience of influencers.

The program attracted the attention of celebrities such as Kelly Slater, Chance the Rapper, Atiba Jefferson and Spencer Pratt.

Role: Strategist

• Lead insights and research to find VICE’s unique role in the competitive sports media landscape.

• Developed the brand identity, tone, and voice, for the channel based on our “Rocky” north star - Rocky is the best sports movie in history, and 95% of the movie is told outside of the ring. VICE Sports tells the stories beyond the stadiums, courts, rings, and fields.

• Created an integrated marketing plan around the launch of the site.

• Partnered with web dev, ad ops, editorial, production and sales to ensure all parties were up to speed before the launch of the channel.

Title: Channel Manager, Noisey

Role: Content Creative and Marketing Development/Execution

A 10-part series documenting unprecedented access into the Atlanta rap scene. Hosted by Vice / HBO / Noisey’s Thomas Morton and directed by Andy Capper, the series stars artists like 2 Chainz, Gucci Mane, Migos, Rich Homie Quan, Young Thug, Jeezy, upcoming stars like the Grammy-nominated iLoveMakonnen.

The series goes behind the songs and into the trap houses, neighborhoods, problems, and solutions that have inspired the wheelhouse behind one of America's most vibrant and influential music scenes.

Product marketing assets for the launch of the P-Rod 8.

The creative and art direction were inspired by the design and technology of the shoe (Lunarlon impact protection, Flywire cables, and Hyperscreen+ traction).

Role: Strategy and Creative

In an effort to tell the story behind why Nike would pair one of it’s most influential basketball shoes with skateboard pioneer Lance Mountain, we produced a documentary short explaining the Jordan 1’s role in skateboarding.

The film allowed us to tell a story behind the product and it’s unique features, giving the the collab a purpose firmly rooted in skateboard culture.

Title: Channel Manager, Noisey

Role: Content and Marketing Development/Execution

A four part documentary series profiling the legend of seminal New York Hardcore band Judge and their disappearance and resurgence of their lead singer, Mike Judge.

The documentary acted as both an editorial piece of content and a marketing tool to announce the bands return.

A VIP rooftop after party experience for athletes and celebrities celebrating the X-Games in Los Angeles.

Role: Project Manager

In partnership with New Era, Tattoo Age was a documentary series showcased the work, lives, and culture surrounding some the worlds most iconic tattoo artists.