Collaborations

 I started as the Brand Marketing Director for Converse Energy early 2017.  Energy was our limited edition pinnacle proposition and a new space for the brand.     My team worked to drive  awareness, desire and commercial growth for the brand.    

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

2017 energy collaborations featured launches from:

Undefeated, Neighborhood, Foot Patrol, Dover Street Market, Engineered Garments, Kith x Coke, Patta,  Virgil Abloh and Off White, Clot, Jonathan Anderson, Don C, Rokit, Babylon, Born x Raised, Dr Woo, and our biggest entertainment asset/partner:  Tyler the Creator.

As Brand Director, my role was to drive brand strategy and the 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.