EXPERIENTIAL MARKETER

Scaling brands through experiences and building teams.

Jason Calabrese is an accomplished experiential marketing leader with a proven history of delivering innovative strategies and driving growth for globally recognized consumer brands. With over 15 years of experience in marketing activation, experiential campaigns, and brand strategy, Jason has consistently enhanced brand loyalty and consumer engagement across industries. His visionary leadership, coupled with a track record of assembling and managing high-performing teams, has enabled him to achieve exceptional results in complex, competitive markets.

SPECIALTIES: SPIRITS, SPORTS, AUTOMOTIVE & TECH
Experiential Marketing / Brand Strategy / Experience Design / Client Management / Cross-Functional Team Leadership / Partnership Marketing / Event Production / Shopper Marketing / On Premise Program Development

Phone

201.600.9850

EMAIL

jaycalabrese@gmail.com

TWITTER/INSTAGRAM

@jaycalabrese

LINKEDIN

jaycalabrese

Resume

portfolio

WORK WITH ME

WORK WITH ME

I bring extensive expertise in experiential marketing, team development, and business acceleration, having delivered exceptional results for global brands across diverse industries. My approach integrates innovative strategies, a commitment to impactful consumer engagement, and data-driven insights to drive measurable outcomes.

Together, we can create compelling experiences, build dynamic teams, and accelerate business growth to meet and exceed your strategic goals.

EXPERIENTIAL MARKETING

Brand Experience Development
Tour Planning & Execution
Event Production
Sponsorship Acitivation

BUSINESS ACCELERATION

Strategic Brand Planning
Portfolio Strategy
Innovation Deployment
Trade Marketing

CONTACT ME

FIELD MARKETING

Field Team Building
Commercial Strategy
Program Creation & Deployment
Targeted KPI Setting

THE HOUSE OF WALKER

To change consumers' opinion about scotch, the #1 spirit in the world, set off the mentor a new generation of whisky drinkers with The House of Walker. Setting the standard for experiential marketing not only at DIAGEO around the world, but for the industry, this program has mentored over 300,000 consumers on the world of scotch and the KEEP WALKING ethos which ignited conversation and passion.

Johnnie Walker set out to transform the typical stuffy, old scotch tasting into a social, dynamic and participatory experience that kept 24 - 35 year old consumers engaged long after the event ended. The House of Walker was taken to pop-up retail locations in iconic neighborhoods such as Soho, Venice Beach, Hollywood, and South Beach establishing itself as a hub for inspiration, luxury and content.

The impact of our program was immediate and dramatic. 78% of new attendees were within the brand’s target range. We were reaching the right guys. 86% of House of Walker attendees talked about Johnnie Walker in a positive way, and 81% shared knowledge of Johnnie Walker. We’re delivering the right message in a way that proved we understood how our audience thinks, acts and lives. To top it off, the Johnnie Walker continued to see steady growth among its competitors in a declining category.

House of Walker In Pictures

GUESTS were TALKING:

JAGERMIESTER ON PREMISE MEISTERS

ON Premise Meisters (OPM)

This 27 person high-performing sales and marketing team set out to the top LDA - 29 accounts to change consumer and trade perception of the popular shot brand. These OPMs were tasking with building relationships in the on premise, selling in features, cold solutions and visibility to increase volume among their account universe. The result… In the first year, the team outpaced the rest of the sales organization driving sales up +4.6% from the previous year. With a strong foundation and solid relationships, the OPMs are striving to due even better in year 2 and bring Jägermiester into consideration.

TARGET: AIR + STYLE

Target aimed to increase their brand affinity among the skate and snowboard community with their support of Shaun White’s clothing line exclusively sold at Target. By leveraging the long-standing Shaun White-Target relationship, the retailer was able to connect with fans of the sport by providing a unique, shareable experience at White's own Air + Style event at the Rose Bowl in Pasadena California. There, three unique, social-friendly, photo experiences brought fans into the snow, skate and music world of Shaun White. In addition, a custom screen-print t-shirt station featured artwork from the his clothing line while driving consumers to retail via the Target mobile app. The Target activation generated over 1.2MM earned impressions while delivering over 4,300 custom Shaun White t-shirts to fans.

CAMPO VIEJO: GALENTINE’S DAY

Power COUple

Campo Viejo set out to identify a partner to support their Galentine’s Day activation within the brand’s key grocery retailers. Galentine’s Day is about friend celebrating friendship and Campo Viejo wanted to provide the perfect pairing just right for the occasion.

SkinnyDipped was just that partner. Their delicious snacks were the perfect fun, vibrant brand to increase basket rings for Campo Viejo shoppers and drive incremental displays in store.

Our partner in wine:

Distribution in key Campo Viejo retailers
Vibrant packing aligning with Campo Viejo
Women owned business
Wholesome ingredients that delivers fun lighthearted pairings perfect for the occasion

The result: +32% increase in sales over the previous 4 weeks

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THE LABATT UNDOMESTICATED GAMES

LABATT UNDOMESTICATED GAMES

This summer Labatt Blue hit 5 cities with an outdoor competition like no other. Team had their opportunity to sling, slide and slay their way to claim undomesticated glory. 5 unique one-of-a kind games that consumers couldn't get anywhere else, drew the curiosity of mid-20 beer drinkers to get out and celebrate the summer.

The Labatt Blue Zone was open to spectators and participants throughout the day to support beer sales, music, backyard games, food from local trucks.

SOLD OUT!

5 cities, 13 sessions, 575 teams sold out the inaugural Labatt Undomesticated Games. Driven by a national TV campaign airing during NHL Playoff Hockey, teams signed up surpassing our expectations. And who showed up? 2,000 mix-gender participants with a media age of 28 eager for competition.

DIGITAL CONTENT

Woven Media and Brobile worked with Labatt and The Strategic agency to develop content prior and during the games. NFL legend Terrell Owen challenged consumers to come out to the games and challenge him. Video below:

LOcal Media

The Games generated impressions in market leading up the the big events. Radio stations held 'play-in' competitions at key Labatt accounts where winning teams were awarded a complimentary spot in the sold out Labatt Undomesticated Games event.

Local TV showed up as well to demo the games on live TV telling viewers to come down and check out the event. Check out the Commish reporting in from Detroit.

UNDER ARMOUR

SIX:02

In support of SIX:02 launch week, Under Armour partnered with the re-branded retailer to host a series of workouts in the 3rd Street Promenade, Santa Monica, CA. Here, guests were selected to participate in a hot yoga and boot camp workout with two celebrity trainers outside the retail store. That week Under Armour was giving away a free tote bag with a $75 purchase at all SIX:02 locations to drive sales. Juice and snacks were available to inside the store for all as guests got to meet and talk with the trainers throughout the day.

Baltimore Run Festival

A marquee event for the brand each year, Under Armour reached out to their hometown community supporting the Baltimore Run Festival. Located in the Celebration Village, the brand's large footprint included a recovery area and retail store where runners got up close to the latest connected fitness technology as well as the latest running gear. Additionally, a Teammate zone hosted Under Armour employees and families to celebrate the run food, beer, stretching and yoga.

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FIOS CONNECTED HOME

Last winter, Fios built the “ultimate connected home” within the Verizon offices in downtown Manhattan. This converted training room, highlighted the brand-new Fios Instant Internet where the invited media were able to experience first-hand the variety of applications of the new service and see how Verizon is future-proofing the connected home.

By creating this demo activation, Fios is able to drive excitement for Instant Internet as well as the next generation of innovation products among the media to amplify our message.