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I’m Ashley Ulrich, a results-driven experiential events director who thrives on creating big-picture activations that drive trial and awareness for national brands. I excel at translating consumer insights into transformative brand moments, leading cross-functional teams, and delivering campaigns from ideation through real-time execution. I’m passionate about building lasting partnerships with media, influencers, and vendors to extend reach and maximize ROI. I mentor and coach teams to elevate performance, stay on budget, and consistently exceed KPIs while keeping the customer at the center of every activation.…I’m Ashley Ulrich, a results-driven experiential events director who thrives on creating big-picture activations that drive trial and awareness for national brands. I excel at translating consumer insights into transformative brand moments, leading cross-functional teams, and delivering campaigns from ideation through real-time execution. I’m passionate about building lasting partnerships with media, influencers, and vendors to extend reach and maximize ROI. I mentor and coach teams to elevate performance, stay on budget, and consistently exceed KPIs while keeping the customer at the center of every activation.

Ashley Ulrich

Creative Director, Executive Producer, Project Manager, +2

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I’m Ashley Ulrich, a results-driven experiential events director who thrives on creating big-picture activations that drive trial and awareness for national brands. I excel at translating consumer insights into transformative brand moments, leading cross-functional teams, and delivering campaigns from ideation through real-time execution. I’m passionate about building lasting partnerships with media, influencers, and vendors to extend reach and maximize ROI. I mentor and coach teams to elevate performance, stay on budget, and consistently exceed KPIs while keeping the customer at the center of every activation.…I’m Ashley Ulrich, a results-driven experiential events director who thrives on creating big-picture activations that drive trial and awareness for national brands. I excel at translating consumer insights into transformative brand moments, leading cross-functional teams, and delivering campaigns from ideation through real-time execution. I’m passionate about building lasting partnerships with media, influencers, and vendors to extend reach and maximize ROI. I mentor and coach teams to elevate performance, stay on budget, and consistently exceed KPIs while keeping the customer at the center of every activation.

Available to hire

I’m Ashley Ulrich, a results-driven experiential events director who thrives on creating big-picture activations that drive trial and awareness for national brands. I excel at translating consumer insights into transformative brand moments, leading cross-functional teams, and delivering campaigns from ideation through real-time execution.

I’m passionate about building lasting partnerships with media, influencers, and vendors to extend reach and maximize ROI. I mentor and coach teams to elevate performance, stay on budget, and consistently exceed KPIs while keeping the customer at the center of every activation.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Language

English

Fluent

Work Experience

Director, Experiential Events & Activation at INFINIUM SPIRITS

February 1, 2021 - Present

Lead end-to-end planning and execution of all experiential events and amplification programs. Responsibilities include ideation, agency briefing, budget/timeline management, vendor collaboration, on-site production, run-of-show, and staffing. Develop and calendar brand plans with annual objectives, national promotions, large-scale events, and product launches; perform post-event ROI reporting with photos, media impressions, and key metrics. Recruit, coach, and develop four direct reports to execute regional initiatives that meet national KPIs and cultivate media/influencer relationships to expand reach and drive retail opportunities.

Sr. Manager, Marketing & Events at DIAGEO/MATCH MARKETING GROUP

July 1, 2018 - April 1, 2020

Responsible for three KPIs: build brand awareness, drive sales, and foster loyalty through consumer-facing programs. Create experiential plans for the Diageo portfolio including proposed budgets, footprint aesthetics, activation costs, and ROI. Analyze retail data to identify growth opportunities and activate localized programs aligned with national KPIs. Manage brand team budgets and ensure cross-functional alignment across internal teams and activation agencies.

Group Director at ABEL MCCALLISTER EXPERIENTIAL

May 1, 2017 - July 1, 2018

Lead strategic client initiatives, portfolio strategy, contract negotiations, and cross-agency activation planning. Manage daily performance of the account team to ensure quality work and timely execution. Develop and present activation ideas and plans based on client objectives and budgets; manage client expectations around budgets, schedules, and project scope.

Sr. Manager, Marketing, Events & Strategic Partnerships at THE COFFEE BEAN & TEA LEAF

December 1, 2010 - May 1, 2017

Created brand experiences to engage consumers, increase brand awareness, and generate revenue. Proactively pitched collaborations and cross-promotional opportunities to amplify reach. Developed regional marketing best practices and tools for local stores, collaborated with cross-functional teams on promotions, and managed budgets and planning processes for events and experiences.

Regional Marketing Manager, SW at HONEST TEA/COCA-COLA COMPANY

January 1, 2010 - October 1, 2010

Managed local brand initiatives to increase consumer awareness and sales, coordinated sampling, and reviewed events to boost visibility. Created account-specific POS and merchandising initiatives (Chain, Collegiate channel). Supported retail programs with sales teams, and trained Marketing Associates and Brand Ambassadors; ensured brand consistency across events and captured key learnings from recaps.

Field Marketing Manager, Los Angeles at RED BULL NORTH AMERICA

January 1, 2008 - August 1, 2009

Executed local and regional marketing strategies to drive trial, brand awareness, and image. Trained and motivated Team Manager and Brand Ambassadors. Created original brand-building events to grow the user base and media impressions; coordinated with distributors and On-Premise partners to execute programs.