MY APPLICATION FOR THE GLOBAL HEAD OF BRAND EXPERIENCE.
Dream Job. EPIC BRAND.
In spirits, the moment IS the brand — get it right and people carry you with them, especially in a category built on ritual, music, shared nights, and emotional release.
I’ve spent years shaping big brands — and building surreal underground experiences.
What drives all of it is the same fuse:
⚡ Culture as ignition
⚡ Experience as the medium
⚡ Emotion as the outcome
(all through a lifelong drive to make people feel)
PS. This page is created for Bacardi, for a moment of your time.
My wider brand work is on the rest of the site.
IF YOU CAME HERE THROUGH THE BOOKLET, WELCOME.
YOU COULD SAY THIS IS THE REST OF ‘THE EXPERIENCE.’
IF NOT, START WITH THE PDF.
A HIGH-LEVEL BACARDI POV OF MY APPROACH TO BRAND, CULTURE & EXPERIENCE…
…WHICH I CAN APPLY TO ANY BRIEF OR BRAND
Click to open PDF below.
WHY ME.
WHY THIS ROLE.
I bring an unusual mix of
Brand Strategy & Experiential World Creation.
And well, it’s Bacardi. ‘Nuff Said.
HERE’S A QUICK LO-FI INTRO.
MY WORK IN 90 SECONDS
A reel showing the three threads of my experience:
1. Big brand strategy.
2. New brand creation.
3. Live experiential events.
WHY I AM A STRONG FIT FOR
THE GLOBAL HEAD OF BRAND EXPERIENCE
STRATEGY • CULTURE • EXPERIENCES
Brand / Comms strategy for global icons:
20 years on iconic brands --Cadbury, BT, Aviva, Mercedes & more
Category experience in spirits:
Whisky (Famous Grouse), Tequila (El Jimador)
EX-Innovation Director at AMV/BBDO:
Led 5-year cultural transformation at one of the UK’s top agencies
Created 10 LIVE immersive shows:
Malice Arts drew thousands of guests, brand sponsors, press
Dropped large-scale experiences with no safety net:
From derelict warehouses to multi-night productions
Collaborated with global DJ’s:
Gabriel Ananda, Dave Seaman, TripSwitch, Aidan Doherty, Ed Real & more
Creative director meets hands-on producer:
Not just big ideas—built worlds, wrote scripts, ran shows
Strategy, culture, & experience—in one:
A rare mix, honed by a love for human emotion.
Client-side experience managing agencies:
Mother (agency) for Arley’s Foods startup.
Worked + lived in 5 countries:
Bringing global perspective rooted in real experience
Deep roots in culture:
Music, design, film, storytelling—it’s native to me
Brand Strategy for Early Stage Brands:
Zerodha, GrubClub, Arley’s, Lemons.life, Brilliant & Bloom
DRINKS BRANDS I’VE WORKED ON DIRECTLY.
DRINKS BRANDS THAT SPONSORED MY EVENTS
EXPERIENTIAL WORLD CREATION.
I’ve built 10 music-led, story-driven worlds under Malice Arts —
from concept and creative direction to production, partnerships,
and full end-to-end delivery.
Underground. Thousands of guests. Sponsors. Press.
Each one twisted pop culture into something immersive, emotional, and unforgettable.
Here are the last four:
STUDIO 2054:
Iconic resurrection in a spaceship,
30 years from now.
ONCE A TRON A TIME
A neon-future fairytale inside
a video game.
THE BLIZZARD OF ODD
Winter wonderland meets Lynchian dream.
THE LION, GLITCH & WARDROBE
Mythology, machines & malfunctioning monarchies.
THANK YOU FOR YOUR TIME!
This thinking is live and ready.
RS@RAJSAMUEL.NET
+44 7768 215 296
OR CLICK BELOW.
