I was responsible for creating, launching and scaling my team’s second-highest-grossing content solution from 2017 to 2022: Twitter Video Production.
In 2017, using insights from client conversations, I built a new B2B content solution for Twitter advertisers. At the time, my team had the untapped potential to collaborate with our community of videographers, animators and production studios to make premium, quick-turn, short-form video content for Twitter’s media advertisers. It was my mission to make that a reality.
I developed collateral, equipped Twitter with client voices and profiles, shared learnings and feedback after key benchmarks, led monthly check-ins & collaborative strategy workshops, and architected roadmaps for growth to better position the company and product against competitors. Partnering cross-functionally was essential to drive awareness both internally to Twitter Sales, and externally to Twitter advertisers, creative agencies and media buyers.
The result? After an informative pilot year in 2017 that earned $3m in revenue in the US, by 2020 I successfully grew the Video Production offering into a healthy (and growing) $50m annual business that had launched in seven unique regional markets for Twitter around the globe.
*Twitter acquired my team (fka Niche) in 2015, changed our name to ArtHouse, and then ultimately dubbed us Twitter Next Lab Content Production.
As a Product Marketing & Field Test Analyst for Nike Global Football, I helped design and develop the Nike Incyte from 2011-12. The Incyte was the official soccer ball used by the world's best soccer players, in the world’s top three professional soccer leagues during the 2013/14 season (English Premier League, Italian Serie A, Spanish La Liga).
After managing and supervising field tests, surveys, and focus groups to evaluate product integrity and performance, I then advised product design, marketing, and development teams on which ball design would be best to launch & go to market.
Today, the Incyte’s innovative design and color scheme is often credited with ushering in a new era of boundary-pushing Nike football/soccer ball design that continues to this day.
Nike Incyte Ball 2013/2014
While on Nike’s Global Brand Marketing Team for Global Football (Soccer), I managed the in-box marketing and packaging materials for Nike’s Mercurial SL boot. This limited edition boot (only 2,508 were made) was made almost entirely of carbon fiber, and worn by both Didier Drogba and Cristiano Ronaldo in the Champions League final.
I collaborated cross-functionally with Product, Legal, Retail, and Regional Brand Marketing teams to create most aspects of the boot’s packaging and copywriting. This included the shoe box, the boot’s tech specs card, tags for both the product and Tepex technology, and translations in three languages.
The Mercurial SL’s launch included this ad featuring Asafa Powell, and here is an old unboxing video showcasing the product marketing elements I delivered for this iconic boot launch.
Nike Pro Training
While I led brand strategy for Nike SPARQ (the athletic performance and training function within Nike Football, Baseball, and Lacrosse) I drove the launch of our pilot program to energize the consumer journey for Nike Football.
The brief: Leverage football consumer and athlete insights to create a valuable service for the high school athlete, and create dialogue between brand and user 365 days a year.
What my team delivered to 4 pilot schools in the US: “The Program”. A training plan specifically designed for high school football programs. This comprehensive, versatile training program could be used by any high school, developed carefully so any coach could take it and customize it for their team. It contained 100+ movements, 400+ images and detailed descriptions, drills, nutritional information and sleep studies. The combinations allowed for every coach to develop an elite yet accessible training regime for their team, for the entire calendar year, all while leveraging the most cutting edge performance information from leading experts in sports science.