Led brand storytelling and tone of voice across all consumer touch points (paid campaigns, social media, CRM, retail, PR) and business units (footwear, ski, apparel) during period of massive company growth (from $275 million revenue 2016 to $1 billion in 2024). Led global PR efforts, directing HQ team, global PR agency in London and external agencies in 10 countries. Grew earned media reach from 8 billion (2018) to 91 billion (2023). KEY ACHIEVEMENTS: 🔹 Spearheaded sustainability-focused marketing and PR strategy, elevating the brand’s sustainability reputation with consumers, media and retail partners; invited to speak on the topic at industry events and on podcasts 🔹 Oversaw brand campaign messaging for 2022 global brand relaunch in partnership with creative agency (DDB Paris) 🔹 Conceptualized, scripted and hosted 10-part sustainability series on YouTube (500K-plus views) 🔹 Developed partnership marketing communications plans with Milano-Cortina 2026 Olympic Committee 🔹 Led strategic marketing and PR plans for retail openings, including Paris Champs-Elysees and Munich 🔹 Collaborated with creative partners to produce Salomon TV episodes, achieving millions of YouTube views and global film festival selections 🔹 Partnered with sports marketing to build and amplify global athlete activations and accomplishments 🔹 Established Salomon’s global PR department, increasing global earned media reach for 8 consecutive years by building HQ team and directing global and local marketing communications agencies 🔹 Secured media coverage in major outlets (Wall Street Journal, New York Times, Guardian) 🔹 Orchestrated global media visits, athlete press conferences, and brand expert interviews around product launches and in support of paid media advertising campaigns (Super Bowl 2024)

Recruited from global brand HQ in US to manage Callaway South Pacific’s consumer engagement, brand experience and media relations strategy for Australia and New Zealand.

Led PGA Tour-related news generation with endemic and mainstream media by building global communications plans and campaigns, pitching and responding to media inquiries, creating press materials and branded content, and working with high-profile brand ambassadors and partners.

Responsible for producing all online messaging on behalf of the brand--including website content, email marketing (CRM) and product copy--as well as management of the digital editorial calendar. Directed content strategy for the company’s website redesign during launch of inaugural online store. Served as editor for Callaway Magazine.