From Audi and AB InBev to Activist for Cannabis: The Multifaceted Career of Joe Quattrone

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Joe Quattrone on Audi's Social Media Strategy, Growing Shock Top at VaynerMedia and Building a Cannabis Brand

Joe Quattrone is a marketer who helped build Audi's early social media presence, grew AB InBev's Shock Top brand from $500,000 to $18 million a year at VaynerMedia, and now works in cannabis through his brand Fuzzy and his consultancy Quattrone Brands. In this episode of Your Brand Amplified, he talks with Anika Jackson about moving between industries and keeping his career aligned with his values. His central point: skills in social media and client management carry across categories, and financial success does not have to conflict with personal principles.

How did Joe Quattrone shape Audi's social media?

Joe Quattrone started in automotive marketing at Kevin Bergen Associates, where early work included calling dealerships to set up test drives for Audi. At Venables Bell and Partners, he worked with Scott Keough on a social media strategy for Audi that was presented to and approved by Audi AG at the New York Auto Show, an early step that positioned Audi as a leader in digital marketing.

He also describes the difference between agency and in-house work: agencies tend to be younger and trend-driven, while in-house roles often favor stability and a more traditional outlook.

How did Shock Top grow from $500,000 to $18 million?

Quattrone moved to the beverage category at VaynerMedia under Gary Vaynerchuk, managing part of AB InBev's portfolio. He played a key role in growing Shock Top from $500,000 to $18 million in annual revenue. His mix of social media expertise and client management made him attractive to other agencies. At VaynerMedia he later managed the New York office, and during the COVID-19 pandemic he shifted to small business work with VaynerX and Sasha Group, including managing Gary Vaynerchuk's mastermind courses.

Why did Joe Quattrone move into cannabis?

Quattrone launched Fuzzy, a cannabis brand whose products include a patented cannabis-infused sparkling coffee. Through Quattrone Brands, he consults on CBD-infused products aimed at needs such as sleep. He also works with Christian artists, and he describes both as ways to align his work with his values. He prioritizes family over work and cites two guiding quotes: 2 Corinthians 5:7, "live by faith, not by sight," and Ronald Reagan's "don't wait, make things happen."

Key takeaways

• Early social media strategy work for Audi, approved by Audi AG, helped set the brand apart in digital marketing.
• Combining social media expertise with client management is a rare and valuable skill set.
• Shock Top grew from $500,000 to $18 million annually during Quattrone's time at VaynerMedia.
• Agency and in-house roles reward different strengths, so career moves should account for culture as well as title.
• Quattrone's move into cannabis with Fuzzy reflects his view that business success and personal values can align.

Comments on cannabis and CBD products reflect Joe Quattrone's business perspective and are not medical advice.

Listen to Anika Jackson's full conversation with Joe Quattrone on Your Brand Amplified.