Ms. Benjamin, 42, manages media for the nation's second-largest brewer and 44th-largest advertiser. On her watch, Chicago-based MillerCoors has moved more aggressively into branded and digital content.
This year, Coors Light became the first alcohol brand to advertise on Microsoft's Xbox, which recently started taking booze ads. "The day that they changed that policy was the day we were over in the Microsoft offices here in Chicago talking to them about the opportunity, building out a branded site, building into their portal capabilities," Ms. Benjamin said.
Ms. Benjamin had a key role in the brewer's recent agency shakeup, which included consolidating media duties at Interpublic Group of Cos.' Initiative . Her approach is to rely on experiences and entertainment in marketing "as opposed to 'take your medicine and watch this commercial or look at this ad in a magazine.'"
Originally from Minneapolis, Ms. Benjamin spent time at Verizon, MediaEdge and Ogilvy & Mather before starting at Coors Brewing Co. in 2005, which merged with Miller Brewing Co. in 2008 to form MillerCoors. Her favorite brew? Coors Light, to which she's been loyal long before taking the MillerCoors job, she said.
Give us one fact about yourself that will surprise people.
I have been riding horses competitively since age 5. It really feeds my soul. I currently have two wonderful American Saddlebred horses.
What is your favorite book?
"The Poisonwood Bible" by Barbara Kingsolver. A novel about four American girls growing up in Africa told through their voices. Fascinating to see the culture and experience through their eyes.
If I wasn't doing this job, I'd be…
A novelist. A struggling novelist, no doubt!
What's your favorite kind of music?
Is Tom Petty a music genre?! Then I say Tom Petty! Best band to see live, and everyone knows the words.