experience

Go-To-Market Strategy & execution

From long forecasting to detailed Global Marketing strategies, at Fox Racing I was able to re-define the Go-To-Market Strategy and how it was executed within the Global regions, resulting in greater collaboration and more effective adoption of assets and marketing materials by owned and third party channels.

Product Marketing

I am a product guy, and love working with products that I’m passionate about but also believe in. At Fox Racing I was able to dive deep into product marketing, from new product launches to creating strategies around product families and how they can connect with the consumer relative to seasonality, buyer intent, and marquee moments in the cycling calendar.

Athlete & influencer partnerships

At lululemon I was able to craft and curate the Sports Marketing side of the brand, professionalizing the Elite ambassador program and partnering with some of the best athletes in the World, creating a program that provided true benefit and value to athletes and delivered growth and authenticity for the brand

experiential Marketing

Over my career I have been able to create waves through experiential marketing, from supporting and executing activations through NZ Sponsorship agency, to creating the “Athlete Recovery lounge” at lululemon which re-defined how the brand spoke to the world IRL at events.

brand management

Building brands is a love of mine, from creating immense brand energy and recognition at lululemon through the Elite Ambassador program to curating the Brand Foundation and identity at RIDE on EXPLOR. I believe the key to success for any Brand is having a strong Brand Foundation or “brand Book” which helps guide the brand management, the strategies on all sides of the business and it keeps organizations focused, authentic and it creates the conditions for success.

Content creation

Content creation is a muscle that I love to flex, and curating content that is unique, tells stories and sparks emotion is a preferred means of marketing for me. Through my time at both Fox and lululemon, I was able to work with world-class athletes and creatives to bring meaningful stories to life, all while creating brand resonance for consumers.

background

Marketing

  • Responsible for developing an authentic voice for communicating the Fox Racing (Mountain Bike) brand and Marketing story, creating a full-funnel go-to-market strategy, and deploying integrated marketing campaigns for Brand and Product. 

  • Lead product marketing launches from insight to execution, including the Proframe RS Helmet which was deemed the most successful product launch in Fox Racing MTB history. 

  • Managed Global Communications strategy and media relations, including earned and paid media.

  • Collaborated with Performance and Retention Marketing teams to strategize on content creation opportunities to ensure a cohesive and consistent customer journey through the funnel.

  • Led creation and implementation of go-to-market strategy across all regions, leading to seamlessly integrated launches across digital channels and retailers globally.

  • Managed $2M global marketing budget (Mountain Bike)

  • Senior Leadership collaboration across sales, creative, retail operations, and sports marketing.

Global Marketing Manager

FOX RACING | IRVINE, CA

Nov 2021-Dec 2022

Joining the early-stage startup, I established the marketing strategy and its supporting processes from the ground up, while creating and implementing the Brand foundation from inception. 

  • Partnering with the executive team to lead workshops in shaping strategic planning while establishing the brand’s vision, UVP, mission, Values, and personality.

  • Defining and delivering upon the overall marketing, branding, and partnership strategy.

  • Advocating for the adoption of an agile, data-driven marketing approach within the organization while pioneering multiple technical tools and solutions.

brand & marketing lead

RIDE on EXPLOR

Jun 2020 - Nov 2021

Managed and facilitated the Elite Ambassador Program (Sports Marketing) as part of the Global Marketing team, directing and curating athlete-focused campaigns and activations, while developing powerful brand integrations to drive brand credibility and reach throughout the world.

  • Professionalized an existing program to create immense value and recognition for the brand and athletes on a global scale.

  • Managed a roster of 45+ top-tier athletes and influencers, strengthening key relationships, developing productive partnerships, and ensuring ongoing collaboration.

  • Partnered with key decision-makers across the organization (product, PR, digital, events) in orchestrating multi-channel campaigns and launches, providing strategic guidance across the 360 cycle.

  • Activated athletes and influencers to drive conversations around the brand, generate positive coverage, and engage with key market segments (Product Collabs, Campaign involvement, Brand Stories, etc.)

  • Measured and tracked KPIs, employing analytics to evaluate performance, and continuously fine-tune strategies to maximize ROI.

  • Identified, and signed global athletes, created and negotiated athlete contracts, steadily enhancing the portfolio and securing branding opportunities for lululemon.

  • Partnered with cross-functional members in the whitespace lab and conceptualized a holistic tool that empowers athletes to become the best possible version of themselves.

athlete programs, global community

LULULEMON | VANCOUVER, CANADA

Mar 2015 - Mar 2020

  • Planned and coordinated high-impact activation campaigns for major global brands.

  • Worked with account managers to meet clients’ expectations for IRL events and Product/Brand activations

  • Clients included; CocaCola, Vodaphone, Lion Breweries, The All Blacks, Telecom.

Activation Manager

NZSA | AUCKLAND, NEW ZEALAND

Jan 2010 - Nov 2012