Three Hearts Rum: The Brand Behind the Bottle

I joined as Fractional CMO and embedded directly with the founding team. The work started where it had to: alignment. Taking the founders' vision and the Brand Visual Identity developed with Stranger and Stranger, I helped translate a creative document into a functioning brand system: narrative architecture, tone of voice, customer experience framework, and the guardrails that would govern everything that followed.

From there, the scope expanded across every dimension of the business. I led development of the go-to-market strategy and launch roadmap, built and launched the website experience, and designed a six-flow email architecture covering welcome series, browse abandonment, cart recovery, post-purchase, loyalty integration, and win-back. Working in close collaboration with the Director of Digital Content, who led organic social strategy and all coordination of content production and curation, we established a content ecosystem built to sustain the brand long after launch. I also directed a premium photography programme with a world-class commercial photographer and created the investor communications framework and retail storytelling materials. Throughout, I managed an integrated network of creative partners, PR, developers, and production vendors, holding brand standards across all of it.

As launch approached, the work came together across every channel simultaneously: site, email acquisition, organic social, founder content, press coordination, event marketing, and post-launch optimisation. The goal wasn't noise. It was coherence. A brand that looked, sounded, and felt the same everywhere it showed up. The launch event, held March 31, 2026 at the Ebell Theatre in Los Angeles, brought the brand into public life. Everything that followed built on what was already in place.

Three Hearts launched with a fully realised brand: platform, digital ecosystem, content engine, and marketing infrastructure operating together from day one. The brand reached 75,000 email subscribers entirely through organic traffic. No paid media. A deliberate choice that held through launch and well into the months that followed, and one that became a defining narrative with investors, proof that the brand itself was doing the work.

Following launch, a redesigned website and complete six-flow email automation architecture went live, connecting the full customer journey from first visit to long-term retention.

The email programme was built to operate as a revenue channel in its own right. The website gave the brand a digital home worthy of its positioning, one built to convert without compromising the aesthetic or the story.

With the organic foundation established, the brand moved toward its first paid media activation, a collaborative video with a co-founder, marking a new phase of intentional, brand-led growth. A formal agency selection process was conducted to identify a growth marketing partner capable of scaling the brand without diluting it. International activations across Nassau, Las Vegas, London, and Miami are mapped and in motion through early 2027.

Across every workstream, the through line was the same: build it right before you build it big. The engagement demonstrated what's possible when a fractional CMO operates with full strategic scope and genuine creative accountability. The result wasn't a campaign.
It was a company, with the brand, the systems, and the momentum to grow on its own terms. Three Hearts didn't launch as a rum. It launched as a point of view.