Brand experiences
THE BRAND ACTIVATION JOURNEY
Over the years my team and i have brought hundreds of products to market through integrated campaigns and experiences. I love taking an integrated approach and as a consultant my team is able to work from concept to consumer which insures a holistic strategy and experience.
At Converse I worked mainly in the pinnacle luxury space with wholesale partners that co-activated stories with us. Some of these partners were Kith, Undefeated, Barneys, Nordstrom, Opening Ceremony, Selfridges + Kinfolk. One of the trends that we started adopting was the pop up culture you see in streetwear for drops.
Because of our consumer, these pop up experiences featured more events and activations for each drop .
My last two years at adidas were focused on retail experiences. We created and built the first brand flagship store on 5th Avenue in NYC with 30,000 square feet of experiences. From customization bars to indoor tracks to football and basketball pitches to try shoes. My team drove the instore consumer journey, defined the comms strategy, content strategy, digital experience, and managed all 2D and 3D communications.
We worked with many agencies including Fitch, Eyelevel, Unfun, JL, Checkland Kindleysides and Gensler. Checkland Kindlysides became our main brand retail agency in 2016 designing all performance concepts moving forward. My retail marketing experience helped me deliver an omni channel approach to my clients now.
