OVERVIEW: Founded and built SMOOVE, a lifestyle brand that transcends traditional product creation. Our brand deeply resonates with a diverse global audience by inspiring confidence, culture, and excellence beyond the products themselves.IMPACT: SMOOVE empowers individuals worldwide by blending cultural influences with luxury craftsmanship. Our collections, inspired by vintage aesthetics and modern streetwear, set a new standard for self-expression.Brand Identity: Led the development of a brand identity grounded in authenticity and innovation, building a loyal customer base and positioning SMOOVE as a cultural icon.Design and Product Development: Collaborated with design teams to create products that balance aesthetics and functionality, resulting in a 30% increase in customer satisfaction.Launch and Marketing Strategy: Designed and executed launch strategies that generated anticipation and engagement. Utilized storytelling and community marketing to achieve a 40% higher sell-through rate on new collections.Partnerships and Endorsements: Established partnerships with influencers and athletes aligned with our brand values, boosting brand visibility by 50% and driving a 35% growth in niche markets.E-commerce and Logistics: Developed a user-focused e-commerce platform, improving user experience and increasing conversion rates by 20%.Business Development and Investment: Conducted market research to inform business strategy leading to a 60% increase in market reach.Manufacturing: Implemented stringent quality control with manufacturers, reducing defects by 35% and strengthening the brand's reputation for quality.Consumer Insights: Utilized consumer research to guide product development and marketing, increasing customer retention by 20%.Financial Strategy: Personally financed the initial growth phase, enabling strategic expansion while achieving a 50% revenue growth year-over-year and maintaining financial stability.

• OVERVIEW:Lead executions of Nike campaigns, collaborating cross-functionally to ensure the successful delivery of some of their most impactful initiatives. These campaigns span across various categories such as Megan Thee Stallion, SNKRS, Ja Morant and Air Jordan. Managing diverse teams and providing clear direction to ensure the seamless execution of campaigns across multiple platforms including APP, .COM, and EMAIL.• IMPACT:From concept to implementation, ensuring precision and excellence in execution. By aligning teams, setting goals, and addressing challenges, projects stay on track and within scope.Collaborating with diverse teams, communication and problem-solving are facilitated to ensure seamless integration across channels. This includes coordinating content creation, managing timelines, and optimizing delivery strategies.Engaging stakeholders, campaigns exceed expectations, fostering a collaborative and solution-oriented environment to drive impactful outcomes.

• OVERVIEW:Led the resurgence of Tongan Basketball on the global stage, our collective efforts have highlighted Tonga's strength and resilience in international competition, positioning us as one of the fastest-developing sport in the country.• IMPACT:National Team Leadership:With a tenure as 7-time National Team Captain, leadership has been centered on excellence and teamwork. Guiding the team with dedication, inspiring each other to pursue greatness while upholding the values of sportsmanship and unity.Global Ambassadorship:Efforts as a Global Ambassador have been directed towards promoting Tonga's rich cultural heritage and athletic talent worldwide. Working closely with the Royal Family, Prime Minister, and other governmental entities to ensure stability and foster growth. By nurturing positive relationships with fans, media, and fellow athletes, Tonga Basketball's presence has been elevated on the international stage.Notable Accolades and Achievements:• 3x FIBA All-Star 5 in Olympic Qualifiers.• 2019 Pacific Games Bronze Medalist.• 2022 FIBA Polynesian Cup Silver Medalist

• OVERVIEW:Led first ever e-commerce website offering merchandise and jerseys, personally utilizing coding skills, the website was personally crafted to reflect the essence of Tongan basketball while providing a seamless shopping experience for fans worldwide. A comprehensive rebranding effort, including logo redesign, website launch, and vibrant social media channels, was orchestrated under my leadership.• IMPACT:Sales and Sponsorship Growth: Innovative marketing strategies and strategic partnerships led to a remarkable 300% increase in both sales and sponsorship. By tapping into the global basketball community and showcasing Tongan basketball culture, a diverse range of supporters and sponsors were attracted.E-commerce: Website provided fans with access to exclusive merchandise and increase in revenue over 1000%. High-quality products and fostering a sense of community among supporters cultivated a loyal customer base driving sales growth over 500% year after year.Social Media Expansion: Development and growth of social media channels resulted in surpassing the 20,000 follower milestone. Led and created captivating content and strategic audience targeting which amplified brand visibility and strengthened the connection with fans worldwide.Rebranding Success: Responsible for the comprehensive rebranding initiative revitalized the image of Tonga Basketball. The refreshed visual identity and cohesive brand presence across all platforms positioned the organization as dynamic and forward-thinking within the basketball community.Olympics: Tasked with designing the visual identity for Team Tonga at the 2024 Paris Olympics, the role encompassed everything from team gear design to creative direction, blending modern aesthetics with traditional Tongan influences.Overall, a multifaceted approach to marketing and branding has propelled Tonga Basketball to new heights, establishing a strong foundation for sustained growth and success in the future.

• OVERVIEW:Led collaborations with cross functional teams and athletes to assemble key looks for each season for our signature athletes. Worked closely with various stakeholders to ensure the representation of brand values and aesthetics. • IMPACT:Collaborated across departments, establishing distinctive campaigns for our signature athletes, amplifying their influence and presence in the sports and fashion realm such as LeBron James, Giannis Antetokounmpo, Devin Booker, Ja Morant and more.Contributed creatively during on-set involvement in photoshoots, collaborating closely with stylists, production teams, and agencies to ensure adherence to brand direction. These efforts directly contributed to top-category sales.Strategically positioned the organization for category expansion, resulting in a notable 20% increase in product visibility within the year.

• OVERVIEW:Led the expansion initiatives and facilitated the developmental progress of basketball throughout the western region of Australia. Collaborated with various organizations, schools, and players to foster a thriving basketball community while elevating the sport's visibility across the entire region.• IMPACT:Elevated basketball participation across the Western region of Australia by a historic 25%. Facilitated strategic partnerships and targeted initiatives leading to over 5,000 new kids successfully engaged in basketball programs, providing them with opportunities to learn and excel in the sport.Directed high performance trials, community camps and inaugural events in which platforms have been created for talent identification and skill development, nurturing the next generation of basketball stars.Strategically positioned the organization for expansion through new partnerships and collaborations with multiple sponsors in the region.

• OVERVIEW:Provided both on and off court leadership initiatives which led to historic championships, community engagement across the country while increasing franchise growth and expansion in sponsorships.• IMPACT:Served as a pivotal member of the first NBL1 championship in 30 years, only 2 in franchise history. Established a presence as a top player and was named a two-time All Star.Actively participated in annual food drives for less fortune communities in Australia, led community events that increased awareness around sport and life, and started youth camps providing opportunities for less fortunate kids.Instrumental in collaborating with coaching staff in crafting game plans and executing them effectively, serving as a coach on the floor and rallying teammates to success. Leveraged influence to secure sponsorships and deals directly impacts the overall team success, ensuring a bright future for the franchise.

• OVERVIEW:Led the strategic operational vision for country-wide marketing endeavors, working cross-functionally with departments and cultivating important brand partnerships, all contributing to the continued growth of the multi million-dollar professional basketball franchise.• IMPACT:Revitalized the overarching brand strategy, pioneering our multi-channel content expansion by establishing a global framework emphasizing growth and entertainment. Implemented unique storytelling, revitalized brand equity in the marketplace, established consistent messaging, and optimized go-to-market (GTM) strategies. This led to substantial sales growth in merchandise, ticket sales and sponsorship through the revamped approach. Forged partnerships with the largest casinos, restaurants, and media firms in New Zealand.Elevated the profile of our brand by orchestrating the organizations inaugural Youtube channel launch transforming the marketing and sales strategy, which remains in effect to the present day. As a result, ticket sales surged to the extent that all home games were sold out, sponsorship increased by 50%, merchandise sales rose by 30% and viewership spiked by 45%.Revamped the product marketing strategy, culminating in the most successful pre-season ticket sales in our franchise's history, surpassing previous launch revenues by 25%.Personally increased sponsorship 50%, positioning us for continued success in the competitive landscape.

• OVERVIEW:Consistently refining skills, contributing to team successes, and leaving a lasting legacy in the sport.• IMPACT:Accumulated numerous accolades and honors for exceptional performances both on and off the court. Played a crucial role in leadership of the team to multiple playoff appearances and Final Four berths. Demonstrated resilience and unwavering dedication through rigorous training routines, resulting in elevated on-court performance. Actively involved with fans and communities, fostering a positive image for both the team and the sport.Conducted weekly school visits across various regions, nurturing mentorship connections and positively impacting over 10,000 children through basketball.Teamed up with non-profit organizations to support underprivileged children by providing resources, food, and opportunities for advancement.

• OVERVIEW:From conceptualization to product launch spanned across 13 different countries. True You emerged as a testament to authenticity, delivering products that resonate with individuals on a personal level.• IMPACT:Concept to Launch: Led True You's inception from a vision to empower individuals to embrace their true selves. From ideation to execution, every step was established with authenticity.Influencer Marketing Strategy:Led the launch of influencer marketing campaigns, which increased sales over 400%. Collaborating with professional athletes and influencers that were shown across places like ESPN and America's Next Top Model.Personal Product Design:Personally developed product design, from conceptual sketches to final prototypes.Campus and E-commerce Launch: Launched product both on campuses and through our e-commerce platform.Coded Website: Developed our e-commerce presence, coding the website, ensuring it mirrored the ethos of authenticity and seamless user experience.Marketing and Branding Strategy: Crafted a compelling marketing and branding strategy.Global Shipping: Personally shipped products worldwide to ensure commitment to delivering authenticity beyond borders.Business Plan Development and Investor Pitch: Crafted a comprehensive business plan and pitching it to investors - Won 'Shark Tank - St. Thomas' validated True You's potential as the best business idea.Product Sourcing and Manufacturing: Collaborated with manufacturers to sourcing quality products.Consumer Research: Conducted extensive research that enabled True You to tailor offerings that resonated deeply with intended audience.Creative Collaboration: Collaborated with creatives for photoshoots ensured visual identity remained consistent, captivating, and authentic.Personal Financing: Personal financed the companies endeavors. Strategic Partnerships: Fostered partnerships with companies like ByMe amplifying our message of authenticity.

• OVERVIEW:Improved student awareness and solidified brand recognition through strategic partnership initiatives and face-to-face interactions, alongside establishing a structure for the ambassador programs.• IMPACT:Applied a blend of qualitative and quantitative research methods to inform product development and strategic insights about consumers.Developed in-person events framework, resulting in amplified ROI towards the brand and its products.Pioneered the strategy for engaging and activating students on campus.Guided the implementation of the programs on-campus marketing strategy from conception to execution.