Joe Dulac

Providing both strategic advisory and hands-on marketing leadership and execution for established and early-stage consumer brands. Recent engagement: Interim Head of Marketing at Wip.

Contracted as Interim Head of Marketing at Wip, a high-growth startup reinventing energy through natural caffeine pouches. Reporting to the CEO, I built and led the marketing function through launch and early growth, overseeing brand, product marketing, social, PR, experiential, creator partnerships, and commercial marketing nationally. Drove retail velocity, ecommerce growth, and distribution expansion, scaling the business from 0 to over 2 million units sold. Key Achievements: • Built the brand’s first integrated marketing plan, balancing tentpole moments with always-on execution. • Developed Wip’s first sports and lifestyle marketing strategy to guide brand and athlete partnerships and long-term positioning. • Led social strategy across Instagram and TikTok, accelerating early audience growth and engagement. • Extended brand activations and creator content into DTC, email, SMS, and affiliate programs, driving ecommerce conversion and revenue. • Built and aligned a scalable advocacy ecosystem across collegiate ambassadors, influencers, and affiliates to drive consistent messaging and growth. • Drove portfolio and assortment optimization based on field insights while leading go-to-market strategy for new innovation launches, including Fruit Punch and Blue Raspberry. • Built a scalable marketing org structure and hired key talent across marketing and creative. • Executed Wip’s first localized OOH and precision mobile campaigns to drive awareness and retail velocity. • Planned and produced Back to the Banks, Wip’s first owned NYC event, elevating credibility within skate culture.

As a key leader within the Red Bull organization, I led the marketing strategy, team, and execution for a $500M beverage business across the Northeast. I leveraged data, insights, and industry expertise to grow brand relevance, expand market share, and drive consumer loyalty. Key Achievements: • Built and led a high-performing team of 12 across brand, sports, culture, communications, and influencer marketing. • Delivered 58% dollar sales growth, +39% unit sales, and a 9-point increase in household penetration over five years. • Achieved the highest Top-of-Mind Awareness among all U.S. regions and drove consumption metrics to all-time highs. • Created the “Race to 10” strategy, increasing Northeast per-capita consumption from 7.4 to 10.0. • Produced world-class athlete projects and events, including Red Bull Cliff Diving Boston, recognized as a top global media project. • Forged partnerships with leading athletes including Jaylen Brown and Zeb Powell, driving credibility and cultural relevance. • Built the region’s first influencer ecosystem with 30+ creators and a combined reach of 15M+. • Strengthened cross-functional alignment using data-driven insights (Circana, Numerator, panel data) to inform annual strategy and business planning. • Secured and managed an $8M+ annual marketing budget.

Promoted into a first-of-its-kind role leading retail marketing, product marketing, and integrated brand campaigns for a $2B beverage business. I collaborated cross-functionally across sales and marketing to deliver integrated product launches, retail programs, and brand campaigns that built brand equity and translated into measurable consumption and growth. Key Achievements: • Led cross-functional launch plans for limited-edition packages featuring top athletes and sports properties. Oversaw can designs, marketing plans, retail strategy, and distributor execution. • Launched 25M limited-edition cans across New York and Chicago, securing 7,000+ incremental retail displays and generating 70M earned media impressions, including Adweek’s Ad of the Day. • Executed 30+ shopper and trade marketing programs annually, generating 10,000+ incremental displays, $2M in waived value, and 110,000 incremental cases. • Developed digital activations and branded mobile games that expanded brand relevance and increased trial at scale. • Drove innovation in advertising with Red Bull’s first playable AR Snapchat lens, generating 3.9M plays, 26M impressions, and a 37-second average engagement time. • Designed in-arena brand activations and advertising assets for seven NBA teams and the New York Red Bulls MLS partnership. • Trained and led seven regional brand managers, ensuring strong execution of global and national strategies at the regional level. • Presented annual brand plans and data-driven strategic recommendations to Red Bull’s global leadership team in Austria. • Selected to attend Red Bull’s Business Simulation and People Management leadership programs.

Led all aspects of field marketing across the Northeast, including consumer events, athlete activations, sampling, and collegiate marketing. Managed a large regional field team and secured partnerships with local organizations, venues, and universities to grow brand relevance and drive trial through high-impact experiences. Key Achievements: • Recruited, developed, and led a high-performing team of four direct reports and 30 part-time employees, promoting two into national marketing roles. • Created Red Bull High Stakes, a first-of-its-kind rowing event that attracted Olympic-level athletes and generated national media coverage. • Managed marketing and distribution partnerships with 10 Northeast ski resorts, growing sales volume +15% over three years. • Drove regional awareness and attendance for major brand-building events, including Red Bull Flugtag and Red Bull Frozen Rush. • Negotiated partnerships with leading music festivals, including Boston Calling. • Launched and managed Boston-specific Twitter and Instagram channels, strengthening local engagement and brand affinity.

Helped establish the newly created Field Marketing Specialist role, owning sampling strategy, collegiate marketing, and local brand-building efforts across New England. Led a large part-time team and served as the local face of the brand, driving relevance, trial, and consumption across key communities and campuses. Key Achievements: • Led teams that sampled nearly 1 million cans over four years, significantly increasing trial and local brand penetration. • Selected to lead large-scale sampling initiatives at major national brand activations, including Red Bull Air Race in NYC and Ultra Music Festival in Miami. • Produced an outdoor collegiate concert featuring chart-topping Red Bull Records artist AWOLNATION, attracting 7,000 attendees and elevating Red Bull’s presence on campus. • Built strategic relationships with key opinion leaders across Red Bull’s core scenes and communities, strengthening regional brand relevance. • Managed and developed a team of 25 part-time employees, ensuring consistent and high-quality brand representation throughout the region.

Hands on experience creating experiential marketing campaigns for some of the World's largest brands including Duracell, Guitar Hero World Tour, Discover Card, Margaritaville, Charman, and more.

Student Brand Manager at the University of New Hampshire