In June 2017 I started as the Brand Marketing Director for Converse Incubate, North America.    Incubate was our limited edition energy proposition and a new thing for the brand.     My team worked to drive demand and create energy for the brand.    Incubate would seed, adopt and scale new silhouettes and create new ways of working through high touch & influencer marketing that created a halo around inline product.  

We worked with pinnacle retailers and design partners within the streetwear best category.    Kith, Undefeated, Blends, Dover Street Market, Opening Ceremony, Barneys, Kinfolk were some of our partners in North America.      Most drops sold out within 48 hours.

2017 Incubate collaborations featured launches from:

Undeafeated, Neighborhood, Foot Patrol, Dover Street Market, Engineered Garments, Kith x Coke, Patta, Clot, Jonathan Anderson, Don C, Rokit, Babylon, Born x Raised Dr Woo, and our biggest partner:  Tyle the Creator.

As Brand Director, my role was to drive the incubate go to market strategy and integrated planning process for North America.    Part of my role was also focused on managing the relationships with the partners and their influencer communities throughout the activation process.   Levers like seeding, comms/pr, activation, creative, retail and content were all part of the process.   My goal was always to insure that the entire process and consumer experience was seamless across all touchpoints, and that we saw a sell through in less than a week.