I’m Valerie Murphy, a creative leader and storyteller who’s spent the last decade helping one of America’s most trusted craft breweries grow — from heritage roots to modern lifestyle relevance.
Now, I’m looking to bring that same blend of craft, clarity, and connection to the world of wine.
I hear you're looking for a Creative Director. Here's why I might be a good fit:
In a category like alc-bev, which faces shifting habits and shrinking attention, only a purposeful strategy and emotionally resonant creative can turn a beverage into a lifestyle.
It’s the kind of work I’ve been lucky to do—help brands grow through story and design.
I understand both beverage alcohol and modern brand storytelling.
Avaline lives right between those worlds — where what we make and how we share it are equally intentional.
Why Avaline?
I admired Avaline for blending transparency, craft, and care — values I’ve lived by throughout my career.
The way Avaline builds community around clean ingredients and shared moments mirrors how I believe creative should function: honest, beautiful, and purposeful.
11+ years guiding creative for a $50M+ portfolio — from concept to shelf, ensuring every touchpoint builds trust and desirability.
Brand Stewardship
Modern Craft Leadership
Strategic, grounded, and people-first — I lead creative that feels as good as it looks.
Fluent in the digital language of beauty, fashion, and social connection — with roots in the early influencer economy at Lulus.
Lifestyle Mindset
-
I’d love the opportunity to connect and talk about how my experience in beverage, brand systems, and lifestyle storytelling could support Avaline’s next chapter.
-
-