During my time as VP of Global Marketing at Centr, I helped merge two companies—the Centr App and Inspire Fitness equipment—into one under the brand name Centr.
The merger was part of the company’s acquisition by High Post Capital in 2022. I was brought on to unify the brands under a single identity and grow the business through a marketing strategy that supports our entire wellness ecosystem, founded by Chris Hemsworth.
As part of this effort, I led the rebranding initiative to enhance Centr’s identity and product line. The rebrand updated Inspire Fitness’ legacy products with Centr branding and launched over 50 new products within two years.
The new branding on Centr’s strength machines sought to eliminate the bold, primary colors and in-your-face logos that are commonplace in the category. Centr adopted a more streamlined, ambient design approach. Using curves, premium metals, and intentional logo placement to complement the home.
As part of the 50+ new products, Centr launched a line of fitness accessories in partnership with Walmart. The entry-level product line sought to make fitness more accessible to all. The line was designed to showcase in your home rather than hide in the garage; the accessories utilize fresh colorways and Centr’s elevated branding.
Accompanying the brand identity refresh and new products was a brand campaign featuring founder Chris Hemsworth. The campaign included a hero film that was leveraged in paid media, exceptional photography shot by renowned photographer Anthony Blasko, a new social series featuring Chris with Centr’s equipment, in-app programming to complement the equipment, and an unveiling of the latest products at Brandweek 2023, where Chris and Centr’s CEO headlined the event.
Watch the Brand Film HERE.
In October of 2024, Centr entered the cardio category with the launch of Centr’s Runr and Inspire Series of treadmills. The product design and branding reflected Centr’s premium position in the strength equipment category, extending the design language to the new line of treadmills.
The marketing campaign accompanying the launch featured one of Centr’s popular coaches and endurance runners, Dan Churchill. I oversaw the brand campaign strategy and creative execution, partnering with Dan to tell the story of the new treadmill line through the lens of his expertise in endurance training.
The campaign featured a hero film that launched across brand channels, as well as additional social-first videos on Dan Churchill and Centr channels.
The campaign also featured elevated photography, a key element in omnichannel marketing.
RESULTS:
-Cardio is Centr’s fastest-growing product category.
-2024 Q4 treadmill sales beat sales targets, and retail partners brought treadmills in line within just 2 months of selling online.
Watch the treadmill launch film HERE.
As the leader of brand and growth marketing at Centr, I worked closely with cross-functional partners in engineering and content production to identify ways Centr’s mobile app needed to evolve to stay relevant with Gen Z and Millennial fitness trends.
When Centr launched in 2019, on-demand fitness content in a mobile app was a new concept; however, by 2023, post-pandemic fitness consumers had become accustomed to consuming content directly from their phones. Modern fitness consumers are following their favorite fitness influencers, saving quick workout circuits on TikTok and Instagram, and searching YouTube for the training style of their choice. To stay competitive, mobile apps need to offer exceptional content, tools, and experiences that can't be matched by free content on the internet.
I led a reinvention of our training experience in the app. Working with engineering to build a content delivery system prominently featuring Centr Coaches in the workout experience, with intro / outro videos and audio coaching to guide customers through training. The coach-first approach builds motivation, emotional connection, and ultimately co-ownership with our talent.
No longer were coaches hired actors in fitness content; they were helping co-lead our brand. This approach transcended our marketing efforts, allowing the authenticity of the coaches to shine through. We partner with coaches on hype-building pre-launch campaigns and community-building post-launch strategies, rallying customers to stay committed to each coach’s program.
A robust paid and earned strategy accompanies each program launch. With our paid flywheel generating hundreds of ad variants featuring talent’s social-first content, and PR efforts have landed earned coverage across trade, consumer, and podcast media.
The new experience and marketing strategy drove 70%+ YoY growth during the month of launch and has seen consistent growth as more programs have been added to the Centr App.
During my time at the LA Clippers, I led a breakthrough brand campaign accompanying the mega-star acquisitions of Kawhi Leonard and Paul George in the 2019-20 season.
The job to be done: position the Clippers as the LA team. Show Los Angeles what the future of basketball looks like in the city.
The campaign was one of the most elevated, brand-forward campaigns ever in the NBA. Helping define not only a season, but a turning point in the Clippers’ legacy.
Watch the brand anthem film HERE. This ran across broadcast and online media.
Watch the in-arena ‘amp’ film HERE. This played to hype Clippers fans before tip-off.
During my tenure at the LA Clippers, I helped reimagine the merchandise strategy and established a new e-commerce presence, which more than doubled online merchandise sales.
The strategy encompassed several key collections and strategies.
1. A modern, stylish fit and design strategy.
I reviewed over 100 fabrication samples to ensure our merchandise quality was premium and on trend with what Gen Z and Millennial customers are looking for. Sports fan merch is notoriously low quality. Sports team merch designs are also traditionally logo-driven and lack a fashion-forward approach. I collaborated with strategic design partners to create innovative designs that broke the typical mold and attracted new fans to purchase Clippers merchandise. Overall, I sought to offer Clippers fans something different—quality merchandise that not only looked good but also felt and fit well.
2. Women’s merch was a significant focus.
Recognizing that fashionable style and silhouettes are often overlooked in women’s fan merchandise, I aimed to make the Clippers stand out and become a destination for styles that women would be proud to wear.
3. City Edition Collections that repped our team proudly.
Each year, City Edition uniform design drops are some of the biggest moments in the NBA. My strategy for the Clippers’ 2021-22 City Edition collection drop featured a presale designed to drive sales ahead of the retail on-sale date. The leads generated for the presale had the opportunity to shop the collection before the general public on the day of launch. The ‘21-22 drop strategy generated more online revenue in the first 24 hours than the entire online revenue of all previous City Edition collections.
4. A partnership strategy to drive fandom with the next generation of fans (Gen Z and Alpha).
I partnered with Crenshaw Skate Club on a merchandise collab featuring designer Tobey McIntosh’s custom Clippers gear.
The collection was sold exclusively online in the Clippers Fan Shop. The drop featured a brand film, a photoshoot with Terance Mann, and generated press from The Athletic, Sports Illustrated, Complex, and LA Times.
During the week of launch, the collaboration boosted Fan Shop sales by 650%.
In my role at The Bouqs Company, I led the integrated marketing team. My strategic approach helped build the brand through owned, earned, and paid media channels, contributing to over $25 million in revenue growth during my tenure.
I adopted a social-first approach to brand building, aiming to disrupt the direct-to-consumer floral category. Traditional brands had long dominated the category, but The Bouqs Company had a unique opportunity to disrupt the market with its farm-to-consumer approach, modern branding, and innovative floral designs.
I worked closely with the merchandising team to create seasonal floral collections, akin to those in the fashion world, to generate excitement and help cut through with trending arrangements that the millennial customer sought out.
The strong merchandising strategy, coupled with beautiful assets and socially native distribution, helped double The Bouqs’ Instagram following during my time leading social media.
I led the brand strategy for all seasonal campaigns and oversaw e-commerce and brand photo shoots, leading styling, art direction, and post-production.
A highlight of campaign was the 2017 Valentine’s Day strategy featuring Bobby Berk, a leader in style and culture at the time, with the success of Netflix’s Queer Eye. The campaign featured social-first content, amplified through The Bouqs and Bobby’s channels.
One of our most successful campaigns was the 2017 holiday campaign. Historically, The Bouqs’ significant seasonal moments were Valentine’s Day and Mother’s Day. For the 2017 holiday campaign, we aimed to establish The Bouqs Company as a go-to destination for holiday hosts to style their homes. The campaign was a success with 40% YoY revenue growth and a piece in the New York Times celebrating the intentional, understated approach we took to holiday decor.
To grow The Bouqs brand, my key channel unlocks were:
-Building a strong social presence through partnerships. I focused heavily on growing our creator program. Building a network of over 1,000 partners in 2 years.
-Leveraging the disruptive brand strategy and creative execution in paid media assets that broke through more cost-effectively, reducing CAC by over 50%.
72andSunny
In my role as Sr. Strategist at 72andSunny, I oversaw social strategy for our client, Tillamook. I worked closely with the creative team to cultivate a social presence that helped position the brand as a leader in the dairy category by promoting our mission to bring Real Food to all.
In 2016, we developed a campaign that led an uprising against Big Food and championed real food made without shortcuts. The campaign addressed shifting consumer behavior and the desire to know more about what's on our plates, while also empowering customers with education on how to incorporate more Real Food into their routines.
We cultivated conversation by celebrating Real Food during micro-moments of relevancy. We took a monthly approach to content development, where I was charged with gathering behavioral, seasonal, and cultural insights to inform my brief to the creative team. Together, we created content that informed, engaged, and provided value to our fans and followers, positioning the brand as a helpful resource and ultimately keeping customers connected to the brand.
We also launched an ongoing omnichannel, social-first campaign called #RealFoodSunday to provoke customer action. The program was engineered with a three-pronged content strategy to inspire our customers to bring Real Food into their kitchens, equip them with helpful content to make Real Food, and celebrate the joy of eating Real Food with family and friends at least one day a week!
To create authentic and engaging content, we collaborated with a team of social influencers across multiple channels (Facebook, Instagram, Twitter, YouTube, and Pinterest), utilizing a range of tactics, including channel-native tips, videos, and Twitter chats, among others.
Our multi-faceted approach and premium content production were recognized as the Best Instagram Presence of 2016 by the 9th Annual Shorty Awards.
BIG WINS:
2016 was Tillamook's biggest year of growth on social media, and our content played a significant role in mobilizing our fans around our larger brand mission to become a leader in Real Food.
The biggest wins for the channel were:
1. Conversation around our brand and campaign hashtags increased by 34% YOY.
2. Engagement skyrocketed, hitting nearly 900,000 likes and comments in 2016, which is more than 10x what we had in 2015.
3. Audience acquisition, we grew our social fans and followers by 70% YOY.
72andSunny
Client: Starbucks
As Sr. Strategist at 72, I oversaw project-based brand strategy and content development for Starbucks.
72 led the charge on Starbucks' 2016 Valentine's Day strategy. My role was to develop a strategy to stoke engagement around Starbucks’ four-day share event featuring a Buy One, Give One offer for Valentine's Day.
My strategy leveraged the changing cultural sentiment around Valentine's Day to disrupt people's feeds with fun, lighthearted content optimized for sharing and celebrating all types of love and relationships- not just romantic ones.
We created an arsenal of Valentine's Day memes that were featured on Starbucks SDN and social channels. We also made two national Snapchat geofilters to be leveraged in #StarbucksDates across the country during the share event.
Finally, we also created a series of engaging Snapchat Stories highlighting the share event's limited-time drink, the Molten Chocolate Frappuccino.
Results:
-Facebook content crushed it. Valentine's Day posts were amongst the top-performing content of 2016.
-Snapchat geofilters performed 133% above expected levels of engagement, including: 21,733,640 views, conversion rate was 18%, beating the holiday campaign/red cup launch.
72andSunny
Campaign: Fill the Plate
Client: Tillamook
In 2016, I led the campaign strategy for #RealFoodSunday–a social media effort to get people eating Real Food, at least 1 day a week.
The effort was engineered with a robust influencer campaign and diverse content to inspire and equip fans to eat Real Food. As the year came to a close we wanted to extend the campaign to those struggling with hunger by creating a giveback campaign during the holiday season.
Our main goal was to use our Real Food mission for good and raise awareness about families who do not have access to Real Food and further solidify Tillamook as an innovative leader in the Real Food conversation.
We leveraged our #RealFoodSunday platform to drive awareness and incite action by using the hashtag as a mechanic for donation during a one-day, real-time digital food drive.
In partnership with the creative team, I helped create content to promote the campaign by using the empty plate emoji as a reminder that empty plates exist in real life for nearly 1 in 5 kids who don't get the food they need.
We partnered with No Kid Hungry to donate 50 meals to families in need every time someone donated on social. We launched on a Sunday in December and asked people to donate by posting the empty plate emoji + #RealFoodSunday.
To raise awareness we seeded the campaign via our army of #RealFoodSunday influencers and created engaging video assets to spread the word. During the activation we live tweeted donation milestones and actively engaged with every donator by tweeting custom 'Thank You' gifs.
This social media powered campaign was a runaway success, some of the results:
-A total of 500,000 Real Food meals were donated to families in need.
-#RealFoodSunday mentions increased by 60x the week of the activation.
-Within 6 hours, we were the trending topic on Twitter in Los Angeles, Portland, and Seattle, Tillamook's key markets.
-We received 26 million earned impressions, partly in thanks to celebrities like William Schatner, a.k.a. Captain Kirk, who showed unsolicited support and tweeted on behalf of our cause.
The runaway success of the campaign was recognized by The Shorty Awards and Shorty Social Good awards, winning in the following categories:
Finalist in best use of Twitter and emojis.
Best Mobile Campaign
Best campaign on a shoestring
Category winner: food & beverage
Cause winner: poverty & hunger
Social@Ogilvy
Campaign: Eras of Lincoln
The Eras of Lincoln Tumblr Campaign was a project I strategically supported in collaboration with the Social@Ogilvy creative team. The campaign utilized digital storytelling and online influencers to reach a new, younger target and establish Lincoln Motor Company's presence on Tumblr.
The campaign was one of the first to utilize cinemagraphs, otherwise known as fancy GIFs. To drive visibility around the campaign and to generate momentum for Lincoln Motor Company's Tumblr, we worked with social influencers Jamie Beck, Kevin Burg and Kelly Framel to develop cinemagraphs that captured the essence of the Lincoln brand during iconic points in the brand's history. Content was distributed through Facebook and Instagram, driving to Lincoln's newly established Tumblr. The results of the integrated approach were a staggering 7.5 million people reached on Tumblr over the course of three days, and 8.5 million reached on Facebook, YouTube and Instagram.
Secret Weapon Marketing
#ButterBelieveIt Super Bowl Campaign
A new product line was launched via Jack in the Box's 2015 Super Bowl campaign. The tasty new burger, the Buttery Jack, was supported with two Super Bowl spots produced by Secret Weapon Marketing, "Sneak-Up" and "Celebration", as well as a social campaign led by the hashtag #ButterBelieveIt.
As the lead strategist on the Secret Weapon team, I was responsible for collaborating with the client to create a multi-faceted campaign across social and digital channels. The activity included real-time Super Bowl social media engagement, strategic distribution of content via paid media on social channels, creative content execution to support the product campaign, and enticing Buttery Jack fans to share their foodie photos with #ButterBelieveIt. Social shares populated a live feed of content on ButteryJack.com.
Golin
Campaign: 2015 Sienna Launch
Toyota tapped the Golin LA team to help strategize and execute Toyota's first-ever digital vehicle launch. As Golin's digital manager and strategist on the Toyota account, I assisted with developing the overall campaign strategy, creating content, and distributing it to generate online buzz for the 2015 Sienna.
The Golin team selected influential, creative dads on YouTube and Vine to help seed the 2015 Sienna online. Throughout the week of launch, the team responded in real-time to social activity with custom Sienna assets, providing a unique and personalized approach to engaging social audiences.
The campaign garnered over 100 mainstream news mentions and generated 1.2 billion online impressions. On social media, content generated 58.5 million impressions across brand-owned social content. In the first week, there were over 10,000 mentions for the 2015 Sienna on Twitter.
The campaign was awarded a gold SABRE award in the automotive category.
Freelance Consulting
Avalon Hotel Social Media
In March 2015, Proper Hospitality launched a rebrand of Avalon Hotel Beverly Hills and the Viceroy Palm Springs (renamed Avalon Hotel Palm Springs). I joined the team as a social media consultant assisting with overall social strategy, content creation, and community management.
Over the course of six months, we established a new channel presence for Avalon Hotel and launched social media channels for the Palm Springs restaurant, Chi Chi. We also tripled the size of Avalon Hotels' social community and doubled @AvalonHotels' Instagram presence in just 3 months. We also co-created content with social influencers, like Cal Bingham and How You Glow to gain relevancy in the LA community.
Photos courtesy of Cal Bingham Photography.
Social@Ogilvy
Wynn Las Vegas Brand Strategy
In 2013, I completed a social property assessment for Wynn Las Vegas on behalf of the Ogilvy team. The analysis, known as a 'Brand Print' at Ogilvy, was conducted before strategy development and tactical planning. The extensive audit examined the brand's social architecture, online content, community management, online word-of-mouth, and SEO to assess Wynn's existing social presence.
After completing the audit, the insights were utilized to develop a social and digital strategy for Wynn Las Vegas, aiming to achieve key brand objectives online.
Social@Ogilvy
American Chemistry Council:
Plastics Make it Possible Campaign
Bin it! 2.0 iOS Application
Bin It! is an iOS game that encourages recycling by engaging players with recycling-focused gameplay. After the successful 1.0 launch of the app, Social@Ogilvy was tasked with creating a 2.0 version to drive more downloads and reach new consumers with the Plastics Make it Possible sustainability campaign message.
I led the 2.0 development, responsibilities included: facilitating the game's user experience design and forging a partnership with Recyclebank, a high traffic, membership-based website focused on living sustainably. We integrated Recyclebank's API into the Bin It 2.0 application to encourage members to download the app and earn points that could be exchanged for membership rewards. Likewise, new or existing players were prompted to become a Recyclebank member when signing into the 2.0 app for the first time.
In the four months following its launch, Bin It 2.0 generated 10,500 downloads, contributed to a 22% increase in website visits, and a 290% increase in social engagement.
