Summary
Overview
Work History
Education
Skills
Timeline
Generic
Colleen Searing

Colleen Searing

Sacramento,CA

Summary

Dynamic Brand Ambassador and Cultural Educator with extensive experience in field marketing, event curation, and sales across the beverage and spirits industry. Skilled at building markets from the ground up, managing large-scale events, and developing strong relationships with accounts, wholesalers, and community leaders. Known for driving brand visibility, consumer engagement, and sales growth through strategic partnerships, education, and experiential marketing.

Overview

7
7
years of professional experience

Work History

Crown Royal Whisky Culture Educator of California

Proof Media Mix / Diageo
Sacramento, California
08.2023 - 07.2025
  • Led cultural education initiatives across California, strengthening Crown Royal’s brand presence through events, staff training, and trade engagement.
  • Partnered with key accounts to curate unique brand experiences, from sports sponsorships to community fundraisers, increasing consumer connection and sales.
  • Created and presented educational workshops for sales teams and trade members, highlighting Crown Royal’s heritage, product portfolio, and marketing strategy.
  • Oversaw collaborations with local businesses, DJs, and event organizers to position Crown Royal as a culturally relevant and community-driven brand.

Roe & Co Irish Whiskey Brand Ambassador

Proof Media Mix / Diageo
San Francisco, California
02.2022 - 08.2023
  • Served as the face of Roe & Co California, executing brand strategy across key accounts, events, and partnerships.
  • Built relationships with top bars in the world, restaurants, and distributors to increase brand visibility and sales.
  • Planned and hosted consumer-facing events, tastings, and staff trainings to drive education and awareness.
  • Collaborated with local influencers and trade partners to expand brand presence in competitive spirits markets.

Field Marketing and Sales Representative

Pabst Blue Ribbon Brewing
Sacramento, CA
05.2018 - 02.2022
  • Established and maintained relationships with 50+ key accounts, community advocates, and creators in Sacramento.
  • Managed annual marketing budget and oversaw all sponsorship requests for the Northern California territory.
  • Partnered with wholesaler teams to launch innovation products across on- and off-premise accounts.
  • Designed and executed large-scale brand events (50–1,000+ attendees) to build awareness and drive sales.

Education

High School Diploma -

Central Piedmont Community College
Charlotte, NC

Skills

  • Brand & Field Marketing Strategy
  • Experiential Event Curation
  • Trade & Consumer Engagement
  • Sales Tracking & Relationship Management
  • Staff Training & Education
  • Project & Budget Management
  • Cross-functional Collaboration
  • Marketing Innovation & Sponsorships

Timeline

Crown Royal Whisky Culture Educator of California

Proof Media Mix / Diageo
08.2023 - 07.2025

Roe & Co Irish Whiskey Brand Ambassador

Proof Media Mix / Diageo
02.2022 - 08.2023

Field Marketing and Sales Representative

Pabst Blue Ribbon Brewing
05.2018 - 02.2022

High School Diploma -

Central Piedmont Community College

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