2 Towns Ciderhouse

From Brand Growth to Genuine Human Connection

I’ve had the pleasure of working in a number of different industries in my marketing career and what drew me to the food and beverage industry was the deep affinity that consumers have for beloved food and beverage brands. They are brands that people turn to for celebrations, for comfort, pleasure, and for local community support. I saw that in Oregon with a handful of beloved Oregon brands (Tillamook, Bob’s Red Mill, Dutch Bros, etc.) and I wanted to be a part of that community that nurtured and grew that deep affection. Over time, my perspective has evolved from focusing primarily on brand growth to understanding that the strongest growth comes from nurturing genuine relationships and earning a place at consumers’ tables.

That desire to nurture genuine connection also shapes every marketing strategy I build. Authentic storytelling has been the most effective in my experience. Whether it’s origin stories, behind the scenes glimpses of production, or educational content, sharing genuine stories can give consumers a unique way to feel connected to your brand, and in turn, share their own stories. These shared moments create stronger connection and brand loyalty. The ultimate joy comes when we see our fans post wedding photos or major life milestones that are accompanied by our brand.

The same people-first philosophy that drives consumer connection also defines how I lead my team. I use Kim Scott’s guideline of caring personally while challenging directly as my guiding leadership principle. I believe that being clear is kind and actively avoid hidden agendas because, quite frankly, I don’t have time for them. As a people-focused, peoplefirst manager, I focus on amplifying my teammate’s strengths and manage around any areas of development. Using these principles as guiding lights, gives me the balance to innovate, collaborate, and lead high-trust teams to successful outcomes.

Flexibility Range and the Future of F&B Marketing

AI is undoubtedly the biggest disruptor shaping marketing today. Leaders will need to be strategic in how they use the benefits of AI for efficiency and scale but also guard against any use that harms or devalues the brand. The human element will need to stay front and center in storytelling and engaging with customers to preserve that authentic brand connection. It will be more valuable and even critical as AI scales up. The brands that succeed will be the ones that use technology to enhance relationships, not replace them.

For professionals building careers in this environment, the most durable investment is in skills that technology cannot replicate. Work to develop and nurture all your interpersonal skills and relationships - those are the timeless skillsets that cannot be replaced by AI. Stay curious and agile and pay attention to how solving problems in one domain can transfer to another, as this is where the genesis of innovation comes from. I wish I had known how to advocate for my diverse path earlier in my career as it is actually my superpower and gives a perspective in spotting solutions that specialists may miss. We are now, more than ever, in an ever-changing world where flexibility and range will be fundamental to a successful career.