•Developed and executed Opt Outside, a culturally relevant, complex campaign that has effectively driven brand awareness and consideration above benchmarks and fostered stronger relationships with existing customers. Highlights: 800M impressions | 190K activation participants• Successfully spearheaded the launch of a multifaceted impact initiative campaign to foster greater outdoor accessibility and conducted testing of various tactics to optimize engagement and message resonance. Highlights: 700M impressions | 8.5K attendees | 77K customer actions •Partner with paid, non-paid, and PR partners to identify channel mix, strategies, and communication plans to deliver on campaign goals. •Work closely with senior leaders to build the annual brand marketing plan including multimillion dollar campaigns and values based initiatives

•Built category annual marketing plans with clear campaign goals, strategies, and KPIs for large and small campaigns. •Partnered with customer research and merchandising to identify target audience segments based on competitive landscape brand strengths.•Managed multi-year learning plan and quarterly business updates to optimize marketing plans to accelerate growth.

•Developed seasonal marketing campaign strategies and led go-to-market plans to deliver on business goals. •Developed product positioning, asset capture approach and launch plan for REI Co-op Brand’s Trailmade Collection and Outdoor Afro Collab. •Partnered closely with merchandising and program leads to identify seasonally relevant priority activities, products, and services to promote.•Crafted creative briefs and led cross-divisional partners in big-idea thinking to drive differentiation in the outdoor industry.

•Managed 7 national sale campaigns from strategy, creative, and go-to-market planning through contingency plans resulting in $694M in sales.•Authored the creative brief for rebranding clearance events and managed 2020-21 go-to-markets to sell through excessive inventory.•Leveraged voice-of-customer, search trends, and historical results to deliver a breakthrough holiday gifting strategy delivering +$10.9M vs ’19.

Drove demand and brand loyalty for RANGER products through annual business planning, product launches and campaign planning.Developed and execute go-to-market marketing and sales strategies including product positioning, content creation and web development. Ensured selling success through the channel by developing effective sales tools including online training and customer conversation guides.Successfully introduced four new products, leading to 7% business YOY product line growth for the company’s largest division in 2018. Revitalized web content leading to a 16% growth of web generated customer leads provided to dealers to help further drive channel revenue.

Managed Polaris’ corporate partnership strategy and activations for large-scale, highly visible sponsored events with the MN Vikings, MN Wild, Super Bowl LII and PGA Ryder Cup. Strategies resulted in brand awareness and affinity for the brand in the community.Spearheaded Polaris’ in-stadium brand presence at Minneapolis’ US Bank stadium. Negotiated brand placement through physical structures and digital displays to deliver strong impressions at large scale events. Managed year-long planning, negotiating and conceptualizing Polaris’ key Super Bowl 10-day live events. Events included Polaris UpsideDownTown live event and zip line transportation earning more than 4M impressions and 7,000 fans in attendance to the live show.Determined the need and designed the first mobile application to support channel events, thereby improving attendee experience with 70% adoption rate.

Developed and operated the company’s first-ever centralized brand merchandising portal to help dealers and field sales easily access approved brand assets.Managed Dealer Cooperative Marketing programs, serving as chief point-of-contact for roughly 1,700 channel participants. Launched the company’s first-ever social media automation program for Polaris dealers. This program supported less tech savvy dealers in initiating and running local social media campaigns. Innovated the Cooperative program by launching a local partnership with dealers and Costco store locations. This program provided a new point of sale and retail presence that boosted incremental sales.

Implemented guidelines to ensure the merchandising and retail experience at Polaris dealerships was in line with Polaris standards.Redesigned and managed dealership salesperson incentive program to help deliver on key seasonality retail goals.

Managed a team of 62 interns to support the company’s “in-game” promotions including fan giveaways and intermission entertainment.