Roles, Responsibilities, & Accomplishments

• Transformed New Balance Basketball’s Go-To-Market strategy from product-focused to brand-led via a focus on upper and mid-funnel marketing tactics.

• Led several agency relationships across multiple projects involving athlete ambassadors and product launches.

• Developed and led the overarching global marketing strategy for basketball that filtered down to regional execution.

• Piloted an athlete ‘supershoot’ for the basketball category that experienced record-breaking category impressions leading to adoption into New Balance’s Global Brand Campaign.

• Led the development and execution of New Balance Basketball’s Social Media Strategy that resulted in an increase of followers by 86.9%, a boost in impressions by 32.9%, and an increase in Profile Views by 27.4%.

• Provided guidance on best practices on maximizing partnerships with NBA, NBA2K, and the Boston Celtics.

• Aided in the creation and execution of individual activation plans for basketball athletes.

• Thrived in highly matrixed organization by partnering with product, sports marketing, regional marketing and merchandising leads on category growth goals and product positioning.