Shawn Harlan
@shawnharlan
Marketing and brand growth executive; I scale DTC, digital, and measurable revenue growth.
United StatesWhat I'm looking for
I lead overall brand growth strategy, positioning, marketing, distribution, and consumer engagement as Vice President, Sales and Marketing, connecting consumer marketing to distributor execution, retail visibility, and direct to consumer activity. I architect full-funnel campaigns across paid media, social platforms, email, SMS, public relations, and experiential channels, and I’ve grown social engagement and following by more than 200 percent in under six months. I also introduced AI supported creative development and audience segmentation to improve efficiency and return on ad spend, while optimizing SEO, CRM, and conversion strategies to fuel DTC growth.
As a Chief Marketing Officer, I repositioned and expanded brands through integrated marketing programs that connected product innovation to consumer demand and retail growth, including driving 350 percent sales growth within the first year and expanding into four international markets. Earlier, I built an ultra premium tequila brand from concept through commercialization, leading brand identity, positioning, packaging, go to market strategy, and all marketing across digital, PR, social, and experiential activations—while managing budgets and P&L. I’ve also built and scaled premium spirits brands from inception through acquisition, combining creative brand leadership with commercial insight, disciplined execution, and analytics to strengthen brand equity and create sustainable long-term value.
Experience
Work history, roles, and key accomplishments
Vice President, Sales and Marketing
Von Payne Spirits
Apr 2024 - Present (2 years 3 months)
Leads brand growth strategy, positioning, marketing, distribution, and consumer engagement for an award-winning spirits brand with growing national and international presence. Architect full-funnel campaigns and partnerships to increase awareness, trial, and repeat purchase.
Chief Marketing Officer
Draft Top
Jan 2022 - Apr 2024 (2 years 3 months)
Directed the company’s brand, marketing, communications, e-commerce, and growth strategy, repositioning and expanding through integrated programs. Drove 350% sales growth in the first year and built performance dashboards to track brand health and marketing effectiveness.
Chief Marketing Officer
Rosa Espinosa Tequila
Jun 2018 - Jan 2022 (3 years 7 months)
Built and launched an ultra premium tequila brand from concept through commercialization, owning brand identity, positioning, and go-to-market strategy. Led marketing across digital, PR, social, and experiential channels, and supported premium positioning through product development and packaging.
President of Sales and Marketing
Wild Tonic
Feb 2017 - Jun 2018 (1 year 4 months)
Led overall brand, marketing, and growth strategy for a rapidly scaling beverage company, delivering 700% sales growth in the first year. Developed go-to-market strategies, strengthened brand differentiation, and expanded distributor/retailer relationships and national accounts.
Executive Vice President and Board Member
Coffee Vets
Jul 2015 - Nov 2017 (2 years 4 months)
Directed sales, marketing, brand positioning, and growth strategy for a purpose-driven brand supporting veterans with PTSD. Developed positioning and promotional strategy, secured a Veterans of Foreign Wars licensing agreement, and expanded distribution into major national retailers.
Chief Marketing Officer
Wild Shot Mezcal
Oct 2013 - Jan 2016 (2 years 3 months)
Directed brand, marketing, and communications efforts for Wild Shot Mezcal and scaled sales from ~2,000 to 40,000+ cases in 18 months. Led advertising, PR, social, events, and promotional campaigns to drive visibility and trial through major on-premise agreements.
Chief Executive Officer and Board Member
Nude Vodka
Jan 2007 - Oct 2013 (6 years 9 months)
Built and scaled a premium spirits brand from inception through acquisition, achieving 400%+ year-over-year sales growth and leading the company to a successful acquisition in 2013. Raised $2M+ in startup capital and secured product placements across television and entertainment media.
Vice President of Marketing
Bock Communications
Jun 1997 - Jan 2007 (9 years 7 months)
Built and led an integrated marketing division within a public relations agency, developing brand strategies, positioning, and go-to-market plans for clients. Led digital marketing and content execution and conducted market research and competitive analysis to support growth strategies.
Education
Degrees, certifications, and relevant coursework
California State University, Long Beach
Bachelor of Liberal Arts, Liberal Arts
Earned a Bachelor of Liberal Arts from California State University, Long Beach.
Tech stack
Software and tools used professionally
Availability
Location
United StatesAuthorized to work in
Job categories
Skills
Interested in hiring Shawn?
You can contact Shawn and 90k+ other talented remote workers on Himalayas.
Message ShawnGet matched with your dream remote job
Sign up now and join over 250,000+ remote workers who receive personalized job alerts, curated job matches, and more for free!
