Joe Santos

About Joe Santos

I\'ve spent 25+ years building premium consumer brands. From the inside of a Fortune 500 company to the production floor of a craft distillery I co-founded from scratch.Most recently, I co-founded Brooklyn Gin, growing it from zero to distribution across 42 U.S. states and 24 countries, serving as Head Distiller, running operations, supply chain, and finance, and now co-leading its strategic merger with three craft spirits companies.Before that, I spent a decade at Bacardi, where I led some of the company\'s most complex brand portfolios including a $400MM rum business and a $100MM Dewar\'s P&L, managing large teams, major agency rosters, and multimillion-dollar budgets.What makes me a little unusual is the combination: I can develop a global brand strategy and also tell you exactly how a still works. I\'ve built brands, launched products, managed investors, negotiated with distributors, and led teams in Miami, London, Caracas, and New York.I\'m fluent in Spanish and have deep experience across the Americas and Europe. Currently exploring my next chapter, I\'m open to executive, board, and advisory roles in consumer brands, spirits, and CPG.

Experience

1. Co-founder & Co-CEO

   Brooklyn Gin

   Jan 2010 — Present · New York, NY, US

   I co-founded Brooklyn Gin in 2010 with a simple idea: make a world-class gin rooted in New York. Sixteen years later, we\'d built an award-winning brand distributed across 42 U.S. states and 24 countries.Shared leadership of the business across strategy, operations, production, supply chain, finance, and international distribution. Deeply involved in marketing and sales and collaborated closely on commercial strategy, distributor relationships, and brand-building. I also co-created the original product formulation, sourced our botanicals, and co-led the development of three new product lines: Brooklyn Gin & Soda, Brooklyn Gin Navy Strength, and 718 Vodka.We\'re now co-leading a strategic merger with three craft spirits companies to form a new multi-brand entity. A successful outcome for our investors and founders after 16 years of building.

Education

• The Tuck School of Business at Dartmouth

  MBA, Marketing

• Dartmouth College

  BA, Government

Skills

• Event Management
• Shopper Marketing
• Marketing Management
• Social Media Marketing
• Alcoholic Beverages
• Fmcg
• Brand Equity
• Global Marketing
• Marketing Communications
• Marketing
• Sponsorship
• Market Planning
• Brand Development
• International Marketing
• Customer Insight
• Management
• Wine Tasting
• Wine
• Trade Marketing
• Consumer Products
• Brand Management
• Marketing Strategy
• Relationship Marketing
• Go-to-Market Strategy
• Strategy
• Brand Architecture