Ryan Cooney

- Led high-performing team of 15+ across Omnichannel strategy and activation including: Paid Media (Video, Partnerships, OOH, Radio, Social, Search, Print and Podcasts), Social Media, Earned Media, Retail Media, CRM, UX, E-Commerce, Influencer & Events - Developed annual insight driven go-to-market approach and managed holistic marketing budget of 120M+ - Crafted holistic brand strategy aligning brand objectives, business goals, audience insights, and consumer touchpoints - Repositioned legacy brand with “Made For More” campaign; full funnel paid media plan delivered +16-point lift in consideration and +15-point lift in recommendation - Evolved brand strategy and modernized brand visibility drove first consecutive months of business growth in 3+ years - Led major sports and entertainment partnership strategy and activations (events, media and retail merchandising) with iconic partners including: the NBA, WNBA, LeBron James, Canelo Alvarez, Nas and high-profile music festivals - Transformed PR and influencer strategy resulting in standout performance (2B+ impressions) and engagement - Revamped social strategy and aesthetic leading to +200% engagement across Instagram, X, TikTok and Pinterest - Developed Moet Hennessy’s first Gen-AI social creative driving increased production efficiencies - Launched Hennessy.com e-commerce platform and delivered +57% in revenue via targeted performance media plan - Built brand experience strategy grounded in consumer passions - community and social; #1 most recalled brand at 2025 Dreamville Festival

- Led strategy development and execution across Paid Media (TV, CTV, OTT, Partnerships, OOH, Radio, Social, Search, Print and Podcasts), Social Media, Retail Media, CRM and E-Commerce - Developed and executed multi-channel annual media plans generating consistent $3–$5 ROAS per channel - Orchestrated Retail Media plans with key partners (Instacart, Uber Eats, Door Dash and Reservebar) delivering $5+ ROAS - Spearheaded ground breaking digital innovation: AI Meets AI (+50% over entry benchmark), House of Moves (+400% over time spent benchmark) and Canelo Alvarez 3D OOH

- Led Global Media (TV, CTV, OTT, Partnerships, OOH, Radio, Social, Search, Print and Podcasts), Content, Social, Website, CRM and E-retail strategy and creation of local market guidelines - Refined CRM strategy to deliver 50%+ database growth while enhancing consumer personalization and brand affinity - Rearchitected the website UX with a more personalized, elevated design, boosting time-on-site by 27%+ - Created “Your Belvedere Bartender” chat experience to increase cocktail personalization efforts and data capture

- Led internal media strategy and investment overseeing $50M+ annually across traditional and digital channels (TV, CTV, OTT, Partnerships, OOH, Radio, Social, Search, Print and Podcasts) - Negotiated and developed portoflio strategy for Moet Hennessy's NBA league partnership (Spirits, Wine, Champagne categories); Drove lifts across brand and partnership awareness - Developed numerous successful innovation pilots including 3D Display with Google, a Canelo Alvarez mobile boxing game and multiple choose your own adventure digital experiences - Facilitated portfolio performance media campaigns delivering 5x ROI across key partners

- First Moet Hennessy media hire within newly formed “Digital Center of Excellence” - Established internal media practice including creation of planning process, templates and measurement framework - Led internal media strategy and investment overseeing $50M+ annually across traditional and digital channels (TV, CTV, OTT, Partnerships, OOH, Radio, Social, Search, Print and Podcasts) - Spearheaded portfolio media agency pitch leading to improved agency model and +15% cost savings

Managed a team of nine employees as the integrated planning lead on Brown Forman (JD Tennessee Whiskey, Jack Honey, Gentleman Jack, Single Barrel, Jack Fire and Finlandia Vodka), Coca Cola and USPS

Planned/executed traditional (TV, Print, OOH & Radio) and digital (Banner, Video, Social and Search) media plans for numerous high-profile clients: ORIS watches, Bacardi (Grey Goose, D’Usse, CORZO, Oxley and 42BELOW) and Frontier Communications

Lead planner in developing digital (Banner, Video, Social and Search) and traditional (TV, Print, OOH & Radio) media plans for Glaceau (vitaminwater, vitaminwater10 and smartwater), Diageo (Jose Cuervo, Captain Morgan, Smirnoff, Johnnie Walker, Bushmills, Red Stripe) and Vanguard