Tag Gross
From Vision To Execution.
Senior executive with over twenty years of experience partnering with CEOs, CMOs, and executive leadership teams to translate strategy into disciplined execution across music and media organizations.
Led and aligned multidisciplinary teams spanning creative, research, marketing, sales, business development, production, and operations, ensuring vision becomes structured action, measurable performance, and sustained growth.
Comfortable operating at the intersection of artistry and enterprise, where alignment, clarity of ownership, and accountability determine outcomes.
Because my background spans creative, content creation, marketing strategy, and operational leadership, I am comfortable moving between creative conversation and enterprise discipline. I understand both the cultural forces that drive music and the operational systems required to scale it.
Clarity. Alignment. Follow-through.
Vision
Led the strategic reimagination of Miller Brewing Company’s Lite Beer by assembling and aligning creative, marketing, research, and production teams into a unified execution model.
Developed and executed an integrated campaign spanning traditional, digital, and experiential platforms, ensuring message consistency, cultural relevance, and measurable impact.
Coordinated high-profile talent including Michael Strahan, Reggie Miller, and a roster of athletes and entertainers, aligning brand objectives with execution across multiple stakeholders and media channels.
The result was not simply a campaign but a disciplined, cross-functional collaboration that brought clarity, velocity, and coherence to a legacy brand.
Giving Voice To Brand
When ING rebranded to Voya, the question from leadership was simple:
What does our company sound like?
I worked directly with CEO Rodney O. Martin Jr. and senior leadership to define and implement an audio identity that aligned with the company’s strategic repositioning. This was not simply a creative exercise. It required:
• Translating corporate strategy into emotional expression
• Aligning marketing, brand, and operational teams around a unified identity
• Creating scalable brand assets that could be deployed consistently across platforms
The resulting audio identity remains in use more than a decade later.
Brand transformation succeeds when strategy, culture, and execution move in concert. This project required all three.
Making The Pitch
Ideas are easy. Alignment is harder.
Turning strategy into execution requires assembling the right team, defining clear ownership, and establishing accountability from day one.
The Goldmoney proposal illustrates how I structure complex initiatives:
• Market analysis and positioning
• Integrated marketing strategy
• Cross-functional resource planning
• Execution timelines and accountability frameworks
• Measurable performance indicators
It is not the concept alone that drives success — it is the operational discipline behind it.
TEMPT
Launching and scaling a music act requires more than talent. It requires coordinated execution across creative, marketing, digital, production, and distribution teams.
For TEMPT, I led the development of:
• Brand positioning and narrative architecture
• Integrated digital and social growth strategy
• Video production and content cadence planning
• Audience engagement metrics and performance tracking
• Cross-platform promotional coordination
The result: over 5 million video views, sustained audience growth, and measurable fan engagement.
Creative output matters. But disciplined execution, structured planning, and accountability determine whether momentum builds or stalls.
Selected Enterprise Work
Across music, brand transformation, and integrated marketing, my role has consistently required aligning senior stakeholders, structuring cross-functional teams, and ensuring disciplined execution from concept through delivery.
Representative examples include:
Brand Transformation – ING to Voya
Partnered directly with CEO Rodney O. Martin Jr. and senior leadership during corporate rebrand. Developed and implemented long-term audio identity aligned with strategic repositioning. Identity remains in use more than a decade later.
Integrated National Campaign – Miller Lite
Led assembly and alignment of creative, research, marketing, production, and commercial teams to deliver fully integrated national campaign across traditional and digital platforms. Coordinated high-profile talent while maintaining executional discipline across stakeholders.
Enterprise Proposal – Goldmoney
Structured comprehensive marketing and operational plan including positioning, integrated channel strategy, resource mapping, and measurable performance frameworks. Demonstrated ability to translate strategic ambition into executable roadmap.
Artist Growth & Execution – TEMPT
Developed brand positioning and integrated digital execution model resulting in over 5 million video views and sustained audience engagement. Coordinated creative, production, and promotional efforts to drive measurable growth.