I build brands people buy.
20+ years building consumer brands. CMO in beverage, spirits and functional. EVP and Managing Director over North America's largest bottled-water portfolio. Founder of an agency that was acquired. Today, Chief Product Officer over a portfolio.
The brands. The work. The impact.
Water, energy, spirits, automotive, sport and lifestyle — 18 engagements where I led the brand, built the team and shipped the work.
2003–2010NOS Energy · Fuze · Coca-Cola
Ran field, lifestyle and motorsports brand programs: TEAM NOS, Hot Import Nights, NASCAR and Indy hospitality, grassroots driver support, plus partnerships including Mitsubishi USA and gaming.
2023–2026NEFT Vodka
Owned global marketing: premium sipping positioning, the Raise It Up platform, and an activation program that placed the brand inside automotive, culinary, art and music culture through experiential and digital work.
2021Nirvana Water Sciences
Appointed CMO to lead the launch: positioning, education-first messaging, launch marketing, and brand building around the functional claim.
2021–2023BlueTriton Brands
Held EVP and Managing Director responsibility across the business, working over a portfolio that includes Deer Park, Poland Spring, Ozarka, Arrowhead, Zephyrhills, Ice Mountain and Pure Life.
2018–2020Outlaw Beverage
Owned brand campaigns as CMO and built athlete and artist partnerships as the brand's cultural engine.
Drip Drop Distro
Led the Counter Culture Awards and The Drop campaigns, connecting company storytelling, brand-partner marketing and sales execution.
2021 — PresentCoco Love
CMO and partner: retail and ecommerce go-to-market, Meta-led paid acquisition, distribution development, and investor-facing positioning.
20175.11 Tactical
KOLAB partnered with 5.11 to design and build the F-511, a fully customized truck, developed with Doug Nagy and the 5.11 team as part of the Always Be Ready campaign.
2024VETCOMM
CMO for the marketing launch: growth marketing build-out, agency alignment with Blaze PR ahead of launch, and leading the app's layout and experience architecture alongside the internal team and Salesmate.
2012–2017KOLAB
Founded and ran KOLAB as CEO, serving a beverage-heavy client roster, and took the business through an acquisition by AMASS.
2001–2003König Wheels
Ran brand marketing, product launches, web and design, and the SEMA vehicle and trade-show programs.
Houston · Est. 2020
Maximo Capital
Chief Product Officer across Maximo Capital — shaping product strategy and commercialization across sports, sports-adjacent, lifestyle and real-estate businesses.
Multi-yearGarrett Motion
Built the modern Garrett creative system — brand language, performance positioning, and an always-on campaign engine — embedded as a partner rather than a vendor.
Multi-yearK1 Speed
Took over national social and digital execution end to end — a content system that worked at corporate brand level and flexed for individual location personalities, plus paid acquisition for new racers.
Multi-yearGiant Bicycles
Strategic consulting on the new channel mix plus hands-on tactical execution across US and Global pages, then additional pages as the relationship grew.
90-day launchIHI Turbo · SEMA Launch
Built a SEMA-ready brand approach tailored to the product line, then executed new positioning, market-appropriate creative and a full website overhaul in 90 days.
RecentPANDAN Rum
Owned positioning, identity direction and the GTM operating plan, wiring creative, channel mix and on-premise/off-premise strategy into one coherent build.
RecentAMF · AdzLabz performance program
Reviewed the creative slate, validated the A/B-winning ads, and signed off on the launch funnel as the decision-maker between agency and brand.
Every brand, searchable.
87 brands and programs from 2001 to today. Search by brand, category or era — agency work, executive roles and partner programs are each labelled for what they were.
- Brand marketing roles2003–2010Field, lifestyle and motorsports brand leadership across NOS and Fuze.
- Brand leadership2003–2010TEAM NOS, Hot Import Nights, grassroots driver and hospitality programs.
- Brand marketing2003–2010RTD portfolio brand marketing inside the Coca-Cola system.
- EVP · Managing Director2021–2023Executive leadership across North America's largest bottled-water portfolio.
- Portfolio brand2021–2023Portfolio context of the BlueTriton executive role.
- Portfolio brand2021–2023Portfolio context of the BlueTriton executive role.
- Portfolio brand2021–2023Portfolio context of the BlueTriton executive role.
- Portfolio brand2021–2023Portfolio context of the BlueTriton executive role.
- Portfolio brand2021–2023Portfolio context of the BlueTriton executive role.
- Portfolio brand2021–2023Portfolio context of the BlueTriton executive role.
- Portfolio brand2021–2023Portfolio context of the BlueTriton executive role.
- CMO · Partner2021–presentRetail and ecommerce GTM, Meta acquisition, distribution, investor positioning.
- Chief Marketing Officer2023–2024Wholesale distribution, Counter Culture Awards, The Drop campaigns, and creative-to-sales alignment.
- Origin WatersBrand campaignRecentWater brand build and campaign work.
- Agency portfolioEngagement dates not listedKOLAB agency portfolio work.
- Agency portfolioEngagement dates not listedKOLAB agency portfolio work.
- Agency portfolioEngagement dates not listedKOLAB agency portfolio work.
- Agency portfolioEngagement dates not listedKOLAB agency portfolio work.
- Agency portfolioEngagement dates not listedKOLAB agency portfolio work.
- RowdyConsultant · KOLAB client2020Marketing consulting engagement.
- 812 HydrationBrand & GTM leadCurrentElectrolyte stick brand — positioning, retail strategy, paid acquisition.
- Chief Marketing Officer2018–2020Brand campaigns plus athlete and artist partnerships.
- Chief Marketing Officer2021Functional water launch and category education.
- BRÈINFÚELChief Marketing Officer2020–2021Marketing leadership for a functional performance beverage.
- Victory FuelGTM leadRecentSports-nutrition go-to-market.
- Global CMO2023–2026Premium sipping positioning, Raise It Up, global experiential and digital.
- Lean VodkaPartner · CMO2016–2018Partner-level marketing leadership for a spirits launch.
- Brand strategy leadRecentPositioning, identity direction and GTM operating plan.
- Director of Marketing2001–2003Brand marketing, launches, web and design, SEMA vehicle and trade-show programs.
- Multi-year agency partnerMulti-yearBrand and creative system, always-on content and motorsport creative.
- National social & digitalMulti-yearSocial, digital and paid across 25+ kart racing centers.
- Brand, creative & web90-day launchSEMA-timed brand build and full website overhaul.
- Fujita BrakeMarketing workEarly careerCited in SEMA's 35 Under 35 honoree profile.
- US + Global social & paidMulti-yearChannel-mix strategy plus hands-on execution.
- Maximo portfolio pillarCurrentRacing, automotive, health and media ecosystem within Maximo Capital.
- TIS WheelsArchive partnerArchivePartner relationship — scope not documented publicly.
- Falken TiresArchive partnerArchivePartner relationship — scope not documented publicly.
- Front RunnerArchive partnerArchivePartner relationship — scope not documented publicly.
- SCORE InternationalPartner ecosystem2003–2010Partnership context of the NOS era — not a direct client.
- Brand partnership2003–2010Partnership program during the NOS era.
- Founder · CEO · acquired2012–2017Founded and led a consumer brand agency; acquired by AMASS.
- AMASSChief Marketing Officer2016–2021Marketing leadership post-acquisition.
- Tribe AgencyChief Executive OfficerEarly 2010sAgency leadership documented by SEMA YEN.
- EMA GRPFounder2021–presentBrand, growth and creative practice.
- Blaze PRArchive partnerArchivePartner relationship — scope not documented publicly.
- PrintPlusArchive partnerArchivePartner relationship — scope not documented publicly.
- AdExpressoArchive partnerArchivePartner relationship — scope not documented publicly.
- Cotton LinksArchive partnerArchivePartner relationship — scope not documented publicly.
- Brand approval & oversightRecentCreative slate review and launch sign-off.
- Bistro Blends of Napa ValleyChief Marketing Officer2017–2020Identity, GTM, product roadmap, trade shows, team and budget.
- Hidden House CafeBrand & identityRecentIdentity system for a hospitality brand.
- Irvine AmericaChief Marketing Officer2018–2020Marketing leadership across brand and commercial programs.
- Chief Product Officer2026–presentPortfolio product strategy, commercialization and diligence-to-scale.
- Maximo portfolio pillarCurrentSoccer-inspired boutique fitness and community business.
- RAFA ecosystemCurrentMaximo Capital portfolio context.
- RAFA ecosystemCurrentMaximo Capital portfolio context.
- RAFA ecosystemCurrentMedia portfolio including The Race, Driver Database, Grid Finder and Traxion.
- SIM IQCo-founder · CMOCurrentService layer for sim racers — rig setup and performance tuning.
- TikTok Trend VendCo-founderCurrentVending venture built around fast-moving trend SKUs.
- AIM Youth Mental HealthBoard DirectorCurrentBoard Director supporting youth mental health programs.
- Veteran ServicesLeadership & advisoryCurrentLeadership and advisory involvement.
- VetLinkLeadership & advisoryCurrentLeadership and advisory involvement.
- 99 Performance TrainingLeadership & advisoryCurrentLeadership and advisory involvement.
- SALT TequilaPortfolio creativeArchivePortfolio creative work.
- Herb & Lou'sPortfolio creativeArchiveInfused ice cubes — portfolio creative work.
- HumaniTEAPortfolio creativeArchivePortfolio creative work.
- TapoutPortfolio creativeArchivePortfolio creative work.
- QURE EnergyPortfolio creativeArchivePortfolio creative work.
- Brand X · VibezzPortfolio creativeArchivePortfolio creative work.
- Devil's Ass · Divine DistillersPortfolio creativeArchiveRum RTD — portfolio creative work.
- SplashPortfolio creativeArchiveFlavored water — portfolio creative work.
- Chief Marketing Officer2024Growth marketing launch, PR alignment with Blaze PR, and app layout and experience architecture.
- KOLAB AICo-founder · Co-CMOCurrentCo-founder and co-CMO of the agency, per its public site.
- CORSA PerformanceAgency portfolio clientCurrentBrand and digital scope per agency and indexed EMA portfolio listings.
- Best 365 LabsAgency portfolio clientCurrentListed in the KOLAB AI client portfolio.
- Heno BackOfficeAgency portfolio clientCurrentListed in the KOLAB AI client portfolio.
- Dr. ChummyAgency portfolio clientCurrentListed in the KOLAB AI client portfolio.
- LV DentalAgency portfolio clientCurrentListed in the KOLAB AI client portfolio.
- Capturing CoutureAgency portfolio clientCurrentListed in the KOLAB AI client portfolio.
- AEM Performance ElectronicsAgency portfolioEngagement dates not listedKOLAB agency client work.
- BorgWarner Turbo SystemsAgency portfolioEngagement dates not listedKOLAB agency client work.
- PirelliAgency portfolioEngagement dates not listedKOLAB agency client work.
- LipozeneIndexed EMA portfolioRecentDigital and performance marketing scope per the indexed EMA portfolio listing.
- CYBR GamingIndexed EMA portfolioRecentDigital and performance marketing scope per the indexed EMA portfolio listing.
- KOLAB client2017F-511 build and Always Be Ready campaign activation, documented by Police Magazine.
- Street WarsCommunity fundraisingVolunteerCommunity fundraising through the car-culture community.
- The Path Bike ShopIndexed EMA portfolioRecentDigital and performance marketing scope; portfolio creative on the record.
What I actually do.
Brand positioning & architecture
Category claim, price tier, naming, message hierarchy. The part most brands skip and then pay for twice.
Go-to-market & launch
Launch sequencing across retail, on-premise, ecommerce and distributor channels — with the roadmap the sales team can actually sell against.
Experiential & motorsports
Field marketing, motorsport and lifestyle activation, hospitality programs, grassroots and athlete partnerships.
Creative direction & content
Campaign platforms, identity systems, always-on content engines and the production discipline to keep them fed.
Paid media & performance
Meta-led acquisition, geo-targeted funnels, creative testing and reporting tied to sales, not impressions.
Executive & portfolio leadership
Team building, budget ownership, board and investor narrative, product strategy and diligence-to-scale work.
Two decades, documented.
- Jan 2026 — PresentPortfolio & product
Maximo Capital
Chief Product OfficerPortfolio product strategy and commercialization across sports, lifestyle, media and real estate — taking holdings from diligence through to scale.
Houston family office organized around Community, Content and Commerce.
- Aug 2024 — Jan 2026 (CMO from 2023)Spirits
NEFT Vodka
Global Chief Marketing OfficerPremium sipping-vodka positioning and the Raise It Up platform, carried across automotive, culinary, art and music culture through global experiential and digital programs.
Activation ecosystem spanned motorsport and lifestyle partners; that ecosystem is context, not a claim that each partner was a client.
- CurrentAgency
KOLAB AI
Co-founder · Co-CMOCo-founder and co-CMO of an agency whose client portfolio spans CORSA Performance, VETCOMM, Best 365 Labs, Coco Love, Heno BackOffice, Dr. Chummy, VetLink, LV Dental, 99 Performance and Capturing Couture.
Agency client work across beverage, automotive and consumer categories.
- 2024Veteran services
VETCOMM
Chief Marketing OfficerGrowth marketing for the launch, PR alignment with Blaze PR, and leadership of the VETCOMM app's layout and experience architecture with the team and Salesmate.
VETCOMM is a separate organization from VetLink.
- Apr 2023 — May 2024Beverage distribution
Drip Drop Distro
Chief Marketing OfficerLed the Counter Culture Awards and The Drop campaigns, and aligned creative output with the sales organization.
- Aug 2021 — May 2023Beverage
BlueTriton Brands
EVP · Managing DirectorExecutive leadership inside the largest bottled-water portfolio in North America.
One executive role across the Deer Park, Poland Spring, Ozarka, Arrowhead, Zephyrhills, Ice Mountain and Pure Life portfolio.
- Oct 2021 — PresentAgency & advisory
EMA GRP
FounderBrand, growth and creative practice working with consumer and lifestyle companies.
- Apr 2021 — PresentBeverage
Coco Love
Chief Marketing Officer · PartnerRetail and ecommerce go-to-market, Meta-led acquisition, distribution development and investor-facing positioning.
- 2021Functional beverage
Nirvana Water Sciences
Chief Marketing OfficerAppointed CMO to launch a functional water brand and build market education in a category most consumers had never been taught.
NBA All-Star Kyle Lowry joined as a founding investor during this tenure.
- Jan 2020 — Feb 2021Functional beverage
BRÈINFÚEL
Chief Marketing OfficerMarketing leadership for a functional performance beverage brand.
- 2020Beverage
Rowdy
Marketing consultantConsulting engagement on brand and marketing.
- Jan 2018 — Dec 2020Energy
Outlaw Beverage
Chief Marketing OfficerOwned brand campaigns and built athlete and artist partnerships for an energy brand with a counter-culture audience.
- Jan 2018 — Jan 2020Consumer
Irvine America
Chief Marketing OfficerMarketing leadership across brand and commercial programs.
- Nov 2017 — Jan 2020Food & CPG
Bistro Blends of Napa Valley
Chief Marketing OfficerIdentity, go-to-market, product roadmap, trade-show programs, team building and marketing budget ownership.
- Sep 2016 — Jul 2018Spirits
Lean Vodka
Partner · Chief Marketing OfficerPartner-level marketing leadership for a spirits launch.
- 2016 — 2021Agency & advisory
AMASS
Chief Marketing OfficerMarketing leadership following KOLAB's acquisition by AMASS.
- 2012 — 2017 · acquired by AMASSAgency & advisory
KOLAB
Founder · Chief Executive OfficerFounded and ran a consumer brand agency; the business was acquired by AMASS.
Agency portfolio included CORE Water, Bai5, Outlaw, ZOA, NOS, Fuze, ZenWTR, Rowdy, Lean Vodka and BOXO Tools.
- Early 2010sAgency & advisory
Tribe Agency
Chief Executive OfficerAgency leadership documented in SEMA's Young Executives Network member profile.
- 2003 — 2010Beverage
Coca-Cola · NOS Energy · Fuze
Field, lifestyle & motorsports brand leadershipOverlapping brand roles across NOS Energy and Fuze: TEAM NOS, Hot Import Nights, NASCAR and Indy hospitality, grassroots driver programs, plus Mitsubishi USA and gaming partnerships.
Built and activated a partner ecosystem spanning EA Sports, Mad Catz, Dell and SCORE.
- Jan 2001 — May 2003Automotive
König Wheels
Director of MarketingBrand marketing, product launches, web and design, and SEMA vehicle and trade-show programs.
- AIM Youth Mental HealthBoard DirectorBoard Director supporting youth mental health programs.Source ↗
- Veteran Services · VetLinkLeadership & advisoryListed among leadership and advisory involvements.Source ↗
- Street WarsCommunity fundraisingVolunteer community fundraising through the car-culture community.Source ↗
- 99 Performance TrainingLeadership & advisoryListed among leadership and advisory involvements.Source ↗
- Coco LoveCMO & PartnerBrand, retail and go-to-market leadership.Source ↗
The work, in the wild.
Client brands, campaigns, launches and identity work from across the portfolio.
From people who worked with me.
Garrett Motion"Our relationship has grown from ad agency to friends and partners. We rely on Ernie to keep us realistic about what we can accomplish while pushing the boundaries on what we want to. Ernie has grown EMA into a well-oiled machine — nimble, fresh, unique."
K1 Speed"K1 Speed worked with Ernie and EMA to manage social and digital across 25+ indoor kart racing centers, coast-to-coast. Without a dedicated social specialist, EMA stepped in and did not disappoint. As a trusted partner, we endorse Ernie and his team."
Giant Bicycles"We brought Ernie in for both US and Global pages. His services were so effective that we expanded responsibility and ad budget considerably. Strategic consulting plus tactical implementation. A trusted partner in helping Giant reach our brand and sales goals."
In the press.
Named a SEMA 35 Under 35 honoree in 2015. Interviews, features and coverage below.
- 2024Read source ↗Voyage LA — interview (May 2024)
Interview covering Drip Drop and the KOLAB acquisition.
- PodcastRead source ↗Cars Yeah — podcast interview and portfolio profile
Podcast interview and portfolio profile naming AEM Performance Electronics, BorgWarner Turbo Systems and Pirelli as KOLAB clients.
- 2017Read source ↗Police Magazine — 5.11 Tactical partners with KOLAB on the F-511 truck (Nov 2017)
5.11 Tactical partners with KOLAB to build the F-511 truck as part of the Always Be Ready campaign.
- SpeakingRead source ↗FreightWaves Global Supply Chain Week — speaker, BRÈINFÚEL CMO
Speaker at FreightWaves Global Supply Chain Week, listed as BRÈINFÚEL CMO.
- 2024Read source ↗PR Newswire — VETCOMM retains Blaze PR for marketing launch (Jan 11, 2024)
VETCOMM retains Blaze PR ahead of its marketing launch, confirming the CMO role in January 2024.
- 2024Read source ↗Newswire — CEOS announces the new VETCOMM app
Introduction of the VETCOMM app — app layout and architecture led with the team and Salesmate.
- 2015Read source ↗SEMA — 35 Under 35 honoree (2015)
Named a SEMA 35 Under 35 honoree, citing marketing work with NOS, Garrett, König, Fujita Brake and K1.
- 2012Read source ↗SEMA — YEN Member Insights (July 2012)
SEMA Young Executives Network member insights — agency leadership, König and early NOS work.
- 2021Read source ↗PR Newswire — Nirvana Water Sciences names CMO
Named Chief Marketing Officer of Nirvana Water Sciences; the release also documents the BRÈINFÚEL, Outlaw, Fuze and NOS career track.
- 2021Read source ↗PR Newswire — Kyle Lowry joins as founding investor
Kyle Lowry joins Nirvana Water Sciences as a founding investor during this tenure.
- 2023Read source ↗ePodcast Network — Authenticity and counter-culture brands
Podcast interview on authenticity and building counter-culture brands.
- 2016Read source ↗SEMA eNews — Battle of the Builders, 2015 Nissan GT-R
Entered his 2015 Nissan GT-R in the 2016 SEMA Battle of the Builders.
- CurrentRead source ↗AIM Youth Mental Health — Board of Directors
AIM Youth Mental Health Board of Directors.
- 2026Read source ↗LinkedIn — Chief Product Officer announcement
Announcement of the Chief Product Officer role at Maximo Capital.
Straight answers.
What do you actually do?
I lead brand and marketing for consumer companies — positioning, launch, creative, media and the team that runs it. I have done it as a CMO inside the business, as an agency founder, and as an executive over a multi-brand portfolio.
What categories do you know cold?
Beverage above everything: water, energy, functional, spirits and RTD. Then automotive and motorsports, hospitality and food, sports performance, and lifestyle retail.
How do you work with a brand?
I get in the seat. Positioning and brand platform first, then the launch or fix, then the creative, media and team to run it — with the commercial result as the scoreboard.
Who is a good fit to work with you?
Founders, CEOs and boards of consumer brands who need senior brand leadership in the seat — whether that is a full engagement, a launch, or a portfolio-level product and marketing mandate.
What happens on the first call?
Thirty minutes. You walk me through the brand and what feels stuck, and I tell you plainly what I would do first and whether I am the right person to do it.
Where are you based?
Newport Beach, California. The work has been national and global, and travel is normal for launches and activations.
Let's talk about
your brand.
Thirty minutes. You walk me through the brand and what feels stuck, and I tell you plainly what I would do first and whether I am the right person to do it.
Talk about your brand