Alec and Bradley Rubin, Jonathan Lipson Join STG’s Marketing Department
The namesakes of the Alec Bradley brand, as well as the brand’s former director of sales and marketing, have joined Scandinavian Tobacco Group’s marketing department, with the trio working to support the brand as it enters its new chapter as part of STG’s portfolio.
Alec Rubin has joined the STG marketing team as brand manager, strategic partnerships and will focus on developing relationships for Alec Bradley brands among influential, lifestyle brands outside the premium cigar category, according to a press release from STG. Alec Rubin joined Alec Bradley in 2014 as a brand strategist, and in July 2020 was promoted to director of business development. He is credited with playing pivotal roles in building the brand’s blend book and deepening the connection between the Alec Bradley brands and the American whiskey space.
Bradley Rubin has been named a brand ambassador at STG and will continue to guide the creative direction, branding and social media initiatives of the Alec Bradley cigar brands. Hw will also serve as the face of the brand at top-tier events in and outside of the handmade cigar category. Bradley joined the Alec Bradley cigar business in 2017 and was responsible for developing the brand’s social media presence while contributing to the branding and packaging of leading releases from the company.
Jonathan Lipson, Alec Bradley’s former director of sales and marketing, has been appointed to the role of senior brand manager at STG. Lipson joined Alec Bradley in 2012 as a territory manager, before being appointed director of sales and marketing in 2016. Now, he will continue to steer marketing, product development and consumer engagement for the Alec Bradley cigar brands.
Alec Rubin, Bradley Rubin and Jonathan Lipson will continue to be based in Florida and will report to Christopher Tarr, vice president of marketing of STG’s Branded and Rest of World division.
”I am excited to welcome Alec Rubin, Bradley Rubin and Jonathan Lipson to our marketing organization,” Tarr said via a press release. “With their individual talents and combined experience in the handmade cigar category, I am confident that we will bring the Alec Bradley brands to their full potential, both in the US and globally.”
”I’m extremely proud that Alec, Bradley and Jonathan have the opportunity to work alongside the talented team at STG and that they will continue to play important roles in growing the Alec Bradley brand,” added Alan Rubin, consultant to STG and the founder of the Alec Bradley brand.
STG acquired Alec Bradley earlier this year in a $72.5 million transaction.
Patrick Lagreid
I strive to capture the essence of a cigar and the people behind them in my work – every cigar you light up is the culmination of the work of countless people and often represents generations of struggle and stories. For me, it’s about so much more than the cigar – it’s about the story behind it, the experience of enjoying the work of artisans and the way that a good cigar can bring people together. In addition to my work with halfwheel, I’m the public address announcer for the Colorado Rockies and Arizona Diamondbacks during spring training, as well as for the Salt River Rafters of the Arizona Fall League, the WNBA's Phoenix Mercury and previously the Arizona Rattlers of the Indoor Football League. I also work in a number of roles for Major League Baseball, plus I'm a voice over artist. Prior to joining halfwheel, I covered the Phoenix and national cigar scene for Examiner.com, and was an editor for Cigar Snob magazine.
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