Cierra Xavier

Oversaw athlete operations across Skateboarding, Surfing, Snowboarding, and BMX, leading cross-functional GTM process and managing logistics for product distribution, travel, and content execution to ensure seamless campaign delivery and athlete management. - Managed key relationships with team riders, agencies, ambassadors, managers, and internal stakeholders, aligning on marketing initiatives and foster brand loyalty. - Drove cross-functional collaboration, developing and executing integrated marketing plans supporting content, brand platforms, and seasonal product stories. - Collaborated with regional teams, aligning tactics across events, content campaigns, product marketing, and seeding strategies. - Delivered post-campaign analysis and performance recaps to senior leadership, informing future campaign strategy and operational improvements. - Oversaw athlete endorsed products and collaborations from concept through launch, ensuring athlete and brand alignment. - Served as active member of Green Working Group (GWG) and Climate Club focus groups, cultivating motivation, excitement, and strong drive for sustainable initiatives within brand.

Led global GTM operations and campaign workflows across Skateboarding, BMX, and Special Projects categories, driving alignment between marketing, brand comms, product, creative, and athlete teams. - Owned seasonal marketing calendars, campaign milestones, budgets, and toolkits, ensuring on-time delivery and clear communication across internal and external stakeholders. - Translated team rider feedback, trend analysis, and consumer insights into marketing briefs, shaping creative direction for impactful, culturally relevant initiatives. - Built stronger partnerships with external brands and agencies by streamlining briefing, execution, and handoffs, resulting in more efficient project launches. - Revamped product collaboration workflows, strengthening partner relationships, improving clarity, and increasing campaign execution efficiency. - Defined category positioning and storytelling that elevated product launches, enhancing consumer connection and reinforcing brand consistency. - Managed delivery of complex campaigns across 4 sports categories on time and within budget, ensuring seamless execution and cross-functional alignment. - Drove global alignment and timely execution of initiatives, maintaining consistent brand presence across all regions. - Partnered with Global Athlete and Brand Partner Strategy teams, selecting athletes and brands for Skateboarding, BMX, and Special Projects initiatives that advanced category objectives.

- As a Global Brand Manager for Vans' Skate category, I served as a strategic thought partner for all aspects of product marketing within the Skate and BMX product lines. - Manage the Go-To-Market process for Global Skate + BMX product and sports marketing campaigns. - Lead the cross-functional partnership across Global Product, Sports Marketing, Comms and Creative to align on seasonal integrated Skate and BMX storytelling. - Own the integrated development and delivery of seasonal Product Marketing Plans to leadership and the brand's regional partners. - A category expert and thought partner to regional counterparts in the execution of seasonal Global Product Marketing Plans. - Deliver insights-driven, strategic global product marketing briefs and influence the creative process for seasonal product campaigns. - Write and deliver insights-driven, strategic marketing briefs and influence the creative process for seasonal Skate and BMX marketing campaigns. - Manage all aspects of external partner relations across Global Marketing, Communications and Creative, acting as the Vans liaison throughout global marketing plan and creative toolkit development. - Partner with Creative Services throughout the production process, ensuring thorough completion and timely delivery of toolkits to regional marketing leads. - Partner with cross functional category leads to evolve and enact Skate and BMX category positioning, bringing to life some of the brand's most exciting product stories.

Delivered best-in-class relationship management and hospitality for athletes, agencies, ambassadors, and families in Skateboarding and BMX, serving as primary contact for product, travel, and administrative needs. - Collaborated cross-functionally on GTM strategies, delivering integrated marketing plans that drove engagement across content, events, and seasonal product campaigns. - Partnered with regional teams to execute aligned activations, promoting consistent athlete engagement across events, content, and product seeding initiatives. - Managed athlete collaboration and product lifecycle processes, acting as key liaison to ensure timely execution across departments. - Directed product seeding initiatives, guaranteeing team riders and ambassadors supported new launches that amplified brand visibility. - Supported brand’s R&D and Fit & Wear Testing process, incorporating athlete and key stakeholder feedback to inform product development.

- Work alongside the Global Skate Team Manager to assist in athlete management, team rider hospitality, and travel coordination. - Manage promo product budgets and order + deliver shoes and apparel to global skate team riders and industry leaders. - Track team rider editorial coverage, tabulate photo incentives, submit expense reports and process invoices. - Facilitate team rider appearance and interview requests, utilizing my PR background to help prep team riders with talking points and media management. - Member of the Global Vans Skateboarding POD, with a focus on the brand's Community Strategy, Athlete Strategy, and Inclusion + Diversity efforts.

Developed communications supporting Vans’ Action Sports marketing objectives and strategies to build global brand awareness and affinity, managing relationships with leading action sports media across skate, surf, snow, BMX, and outdoor segments. - Maintained athlete and media databases, supported event execution, and ensured press releases and communications effectively amplified seasonal product and event campaigns. - Tracked media coverage and coordinated PR asset delivery in line with global calendars, helping secure consistent coverage across key action sports outlets. - Executed media gifting, sample requests, and event mailings, boosting brand visibility and strengthening engagement with top-tier media, athletes, and influencers.