NEWPORT — BRAND MARKETING
OVERVIEW
The majority of my time at The Mighty Shed was spent leading, and evolving, the communications and marketing for Newport, the leading U.S. menthol cigarette brand. The big challenge was maintaining Newport's bold streetwise identity, navigating an increasingly complex regulatory landscape, and updating the 90s aesthetic the brand had lingered in for too long.
STRATEGY
Our Grit & Edge strategy kept Newport's streetwise spirit intact, balancing creative ambition with an authentic voice that felt real. We grounded the brand in cultural insight and tone, not just product messaging. The goal was simple: talk with consumers, not at them, build relationships, not just reach.
OUTPUT
I was responsible for all marketing communications across four years: direct mail, email campaigns, state-specific campaigns, The Lounge content (Newport's portal for consumer engagement), and in-store and on-shelf print materials. That meant adapting campaigns state-bystate to navigate varying tobacco laws, while managing hundreds of email campaigns, SMS activations, internal and external stakeholder initiatives, consumer content, competitions, and retention drives. I directed creative across social, digital, email, POS, and experiential activations, building new visual systems that held together under complexity and scale. I managed multiple creative workstreams simultaneously, balancing rapid-response campaigns with long-term brand building, and keeping everything cohesive whilst under constant deadlines.
IMPACT
The refreshed communications reinforced Newport as a cultural fixture, helping it adapt to regulatory shifts, sharpen its selling points, and keep its audience loyal across every touchpoint.
