Earlecia Richelle Gibb

About Earlecia Richelle Gibb

I am a global brand builder and cultural strategist with 10+ years of experience shaping culture through immersive, sensorial, and disruptive brand experiences. Driven by humanity, nonconformity, and emotive storytelling, I hold an unabashed creative vision fueled by aesthetics and backed by insights. I specialize in strategizing and executing purpose-driven campaigns that leverage cultural understanding, insights, and data to produce transformational growth for lifestyle brands at the intersections of CPG, spirits, fashion, beauty, and experiential art. I love using my skills and experience to mentor my team, leading with integrity and fostering an inclusive culture of risk-taking changemakers that celebrate new ways of thinking and seeing. My 10+ years’ experience in Creative Strategy, Brand Marketing, and Leadership Excellence within spirits, fashion, music, beauty, and lifestyle, coupled with my educational background in cultural studies, have led me to successful brand marketing appointments at Grey Goose, St~Germain, Essence Magazine, and Teen Vogue. I\'ve worked in Lesotho and Paris, studied in London and Spain, and currently travel the globe speaking on social activism, equity, and the power of conversations. In 2020, I was honored in the creative category of 31 Days of Black Women in Food, was a finalist in the 2019 Spirited Awards, and featured in Forbes for my fresh approach to experiential brand marketing. Career Highlights • Revolutionized St~Germain’s on-premise presence by launching scalable engagement tools and programs. • Launched St~Germain’s first-ever global trade advocacy education platform, heightening brand recognition. • Revamped global advocacy messaging, partnering with agencies to drive St~Germain brand affinity. • Co-developed and led St~Germain’s first FT trade advocacy team, resulting in 2x higher rate of sale. • Developed artist-inspired experiential drink campaign for media launch, delivering 2B+ media impressions. • Created global trade engagement initiatives and bartender workshop series, touching 80+ talent across US and UK. • Managed and executed global partnerships and sponsorships with Brooklyn Bar Convent & Tales of the Cocktails. Specialties Brand experience | Experiential marketing | Global business development | Creative concepting | Brand marketing strategy | DEI | Global messaging | Talent development | Event production | Client relations + partnerships | Budget management | Public relations + media campaigns | Advocacy partnership strategy

Experience

1. Brand Experience & Trade Advocacy Development- the Americas (St Germain Elderflower Liqueur)

   Bacardi

   Apr 2019 — Present · New York, NY, US

Education

• Empire State University

  Bachelor of Arts - BA

• University of the Arts London

  Master of Arts - MA