How to Build a Sales-Forward Marketing Strategy

Episode notes

In this episode of Humans of Growth, host Aly Hathcock sits down with Leah Keggi , Marketing Manager at Spearhead Global, one of the fastest-growing companies in spirits packaging and design. With over a decade of experience in alcohol marketing, Leah has worked across beer, wine, and spirits - supporting everything from emerging CPG startups to legacy liquor brands. Now at Spearhead, she helps alcohol brands rethink their packaging not just as a product necessity, but as a powerful marketing and brand positioning tool. We explore how the alcohol industry is contracting post-COVID, what that means for brands trying to scale, and how strategic packaging design can become a brand’s most powerful sales asset - especially when combined with omnichannel marketing, social media campaigns, and category-specific messaging. You’ll also hear how Spearhead shifted their B2B messaging from "packaging supplier" to "brand partner" - resulting in higher engagement, stronger lead generation, and deeper customer loyalty.

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