A company acquisition charted a new goal… create an apparel brand based off of a racing series. As the Head of Marketing, I chartered the pathway for XTERRA to become a global lifestyle brand from strategic planning to creative execution.
BRAND ARCHITECTURE, VISUAL STYLE GUIDE, VISION/MISSION/VALUES, CONTENT MARKETING EXECUTION, PUBLIC RELATIONS, TELEVISION PRODUCTION, EXPERIENTIAL
Clarity of purpose amongst global teams was paramount. I developed a robust brand architecture, defined company Vision/Mission/Values and charted an executional road map with detailed brand manual and style guide.
A multi-platform content strategy was developed. I designed a community platform to serve as the hub for XTERRA content. And engaged my content producer team to create content across all channels to represent the Train/Rest/Travel/Race elements of the brand. Including photography guidelines, video series for Facebook, and the creation of a brand podcast.
Facebook Video Highlights <link>
The Live More Podcast <link>
I produced an eight episode ‘2018 XTERRA Adventures’ series and two, hour long documentaries which aired on ABC, CBS, NBC and FoxSports. For the 2019 season, I wrote an entirely new show concept and hired writing and production teams to shoot in nine countries across the world. I also negotiated distribution rights and the 2019 season will air during primetime, nationally on the OutsideTV linear network and across digital platforms.
2019 World Championship TV Show - Producer: <link>
2019 XTERRA Adventures, Ep. 1 - “Taiwan” - Executive Producer: <link>
To draw a closer tie with sustainability, I created a partnership campaign with the National Forest Foundation.
I developed an immersive e-commerce UX/UI product experience, leveraging video, motion graphics and lifestyle photography.