Jason
Rawlins

Strategic Brand Architect
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The Vision

Jason R. Rawlins

Essence Fashion House

Coca-Cola × Target × Blacktag

Senior marketing executive with over 15 years of experience driving brand growth through strategic partnerships, impactful talent collaborations, and culturally relevant campaigns that align consumer passions with business goals.

From forging partnerships with A-list entertainers to directing creative experiential campaigns like Budweiser Made in America and Martell HOME, I've consistently delivered measurable results in brand visibility and revenue growth.

My expertise lies in building bridges between brands and culture—whether that's through music, sports, gaming, or entertainment—creating authentic connections that resonate with audiences and drive bottom-line impact.

15+
Years Experience
500M+
Media Impressions
8-9
Figure P&L Management
100s
Influencer Partnerships

Featured Work

Coke Studio

Coke Studio @ LA LIVE

Built and managed a multi-use recording studio and event hub generating 200K+ consumer leads and producing 200+ songs/videos in 20 months.

View Case Study →
Made in America

Budweiser Made in America

Lead producer on Jay-Z's festival, creating the most trafficked brand footprint and generating 100M+ media impressions over consecutive years.

View Case Study →
Martell HOME

Martell HOME Campaign

Developed experiential program that drove double-digit YoY sales gains and tripled social media followers, establishing agency as Martell's AOR.

View Case Study →
Jameson Sessions

Jameson Sessions

Created music-led experiential strategy building brand affinity among business professionals across DC and Atlanta markets.

View Case Study →
Coke Creations

Coke Creations LTO

Spearheaded limited-time offerings that re-engaged Gen Z audiences, driving product trial and measurable revenue growth through strategic influencer partnerships.

View Case Study →
Martell x John Geiger

Martell x John Geiger

Brokered first-of-its-kind spirits-streetwear collaboration, creating luxury sneaker partnership that positioned brand at forefront of culture.

View Case Study →

Coke Studio @ LA LIVE

Multi-Use Recording Studio & Content Hub

Built and managed a state-of-the-art recording studio and event space at LA LIVE, creating an always-on content engine for Coca-Cola. Produced 200+ songs and videos across 20 months, generating 200K+ consumer leads while establishing the brand's credibility in music culture. The studio served as both a creative hub for emerging artists and a branded experience platform for fans.

200+
Songs & Videos Produced
200K+
Consumer Leads

Martell × John Geiger

First-of-its-Kind Spirits × Streetwear Collaboration

Brokered and executed the spirits industry's pioneering luxury streetwear collaboration. The Martell x John Geiger custom sneakers merged 300 years of cognac heritage with contemporary street culture, creating a limited-edition collection that positioned the brand at the forefront of cultural innovation.

Industry First
Spirits × Sneaker Collab
Limited Edition
Exclusive Collection

Martell HOME

Experiential Campaign Driving Brand Transformation

Lead experiential and digital strategist for Martell Cognac's HOME campaign. Created immersive brand experiences across rooftop venues, intimate tastings, and artist showcases that repositioned Martell as the cognac of choice for culturally-savvy millennials. The campaign's success led to Cornerstone Agency becoming Martell's Agency of Record.

2x YoY
Sales Growth
3x
Social Followers

Martell HOME

Experiential Campaign That Became Agency AOR

Martell HOME Rooftop Event
#BeCurious Rooftop Experience Premium event activation with city skyline views
Martell Product Display
Premium Product Integration Cordon Bleu, Blue Swift & VS showcase
Event Atmosphere
Immersive Event Experience Branded environment with dynamic lighting
Intimate Tasting Experience
Intimate Tasting Sessions Educational brand experiences in premium settings
Live Performance
Live Music Integration Artist performances at #BeCurious events
Talent Partnership Step & Repeat
A-List Talent Partnerships Strategic collaborations driving brand awareness

Campaign Results

Double-Digit
YoY Sales Growth
3x
Social Media Growth
AOR
Agency of Record

Lead experiential and digital strategist for Martell Cognac's HOME campaign, a series of culturally relevant activations celebrating black excellence and creativity. The campaign successfully repositioned Martell within urban culture through immersive brand experiences, A-list talent partnerships, and authentic community engagement.

The campaign's success led to Cornerstone Agency becoming Martell's Agency of Record, establishing a long-term partnership built on trust and proven results.

Budweiser Made in America

Jay-Z's Festival — Most Trafficked Brand Footprint

Lead producer on Jay-Z's Made in America festival, creating the most trafficked Budweiser footprint at one of the nation's premier music events. Designed and executed a multi-level, multi-functional brand activation spanning merchandise, hospitality, and immersive experiences that generated 100M+ media impressions over consecutive years.

100M+
Media Impressions
100K+
Festival Attendees

Coke Creations

Limited-Edition Platform Driving Gen Z Engagement

Spearheaded Coca-Cola's Creations platform—a series of limited-time offerings that re-engaged Gen Z audiences through strategic artist partnerships, gaming collaborations, and cultural moments. From Dreamworld's surreal experience to the Oreo "Besties" collaboration, each launch drove product trial, social buzz, and measurable revenue growth through influencer partnerships and experiential activations.

Multiple
LTO Launches
Gen Z
Target Audience

Jameson Sessions

Music-Led Experiential Strategy

Created immersive music experiences that built brand affinity among business professionals and cultural tastemakers across DC and Atlanta markets. The Jameson Sessions platform combined live performances, curated cocktail experiences, and social storytelling to position Jameson as the whiskey of choice for the culturally connected professional.

DC + ATL
Key Markets
Music-Led
Experiential

Talent Partnerships

Forged authentic partnerships with A-list entertainers, record labels, film studios, and video game publishers driving increased purchases, expanded brand audiences, and producing double-digit lifts in awareness and engagement.

Quavo × Martell Cognac

Details coming soon

21 Savage × Avion Tequila

Details coming soon

Magic Johnson × Coca-Cola

Details coming soon

RDCWorld1 × Coca-Cola

Details coming soon

Kristen Hollinghaus × Diet Coke

Details coming soon

Experience

2022 - 2025
The Coca-Cola Company
Director, Entertainment Partnerships, North America
Led entertainment marketing strategy across video games, film/TV, and influencers. Architect of Coca-Cola's always-on influencer strategy. Built and managed Coke Studio at LA LIVE, producing 200+ songs/videos and generating 200K+ consumer leads. Spearheaded Coke Creations LTO launches driving product trial and revenue growth.
2021 - 2022
Spirits of The Night
VP, Strategic Partnerships
Secured opportunities with major rosters (Roc Nation, Sony, WMG, ICM Partners) for celebrity-backed spirits launches. Designed partnership models connecting talent with LTO positioning to accelerate brand entry into competitive spirits categories.
2018 - 2022
Night After Night Agency
Senior Business Director
Led creative and communications strategy for Jägermeister's "Save Our Stages" campaign featuring Post Malone, garnering $1M+ in donations. Partnered with ZHU to launch music industry's first NFT fan club. Drove double-digit YoY sales gains and exponential social growth for Martell Cognac and Tequila Avion.
2014 - 2018
Cornerstone Agency
Account Manager & Director
Lead experiential and digital strategist for Martell Cognac's HOME campaign, resulting in agency becoming AOR. Created Jameson Sessions experiential program. Lead producer on Budweiser's Made In America festival, creating most trafficked footprint and generating 100M+ media impressions.
2005 - 2013
Goldman Sachs & Co.
Associate, Legal, Internal Audit & Global Compliance
Managed annual budget of $500M in fees. Collaborated with business area managers to report spend and identify cost-saving opportunities, consistently operating under budget.

Let's Connect

Ready to drive cultural impact and measurable growth for your brand?

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