Field Trip

I led the creation and launch of Field Trip, a modern THC beverage brand positioned not as an alcohol replacement but as a behavior replacement. We identified a gap between how cannabis drinks were marketed and how people actually wanted to feel, then built the brand, product platform, and go-to-market system around presence, balance, and intentional use.

I directed strategy, product development, creative, and execution from concept through launch, collaborating with top creative partners to define the brand point of view and market positioning. I also oversaw formulation, packaging, content strategy, partnerships, and launch execution. Field Trip was built with one clear use case and a focused strategy designed to scale with clarity rather than noise, establishing distinct category positioning and early market traction.