Grey Goose

Influencer Programming

Grey Goose wanted to authentically embed itself in cocktail culture and lifestyle conversations while driving meaningful digital engagement. The challenge was to create an influencer program that felt aspirational yet approachable, delivering ROI across both social and experiential touchpoints.

Approach

I architected Grey Goose’s influencer program end-to-end, implementing CreatorIQ to streamline sourcing, briefing, and approvals. The strategy focused on balancing large-scale visibility with authentic community connection through a tiered network of macro and micro creators. Each activation was designed to amplify brand campaigns and seasonal cocktail moments.

Execution

Partnered with diverse creators across lifestyle, culinary, and entertainment verticals

Developed creative briefs and toolkits to ensure alignment with Grey Goose’s premium positioning

Activated influencers around tentpole campaigns and live experiences, extending reach beyond events

Built a standardized approval and reporting process that scaled across the Bacardi portfolio