Shifting Strategy

Whether it's the evolving media landscape or changing audience dynamics I've had the opportunity to lead transformations that reshaped how a brand shows up in the market

Portfolio Transformation

As part of the IBM's strategy transformation we shifted the portfolio to address a broader range of business buyers and demographics.

Through focused analysis we moved from a U.S. centric golf/tennis strategy to a portfolio that included music, awards shows, Formula 1, UFC, Fantasy Football, and eSports - in addition to tennis & golf. The shift allowed us to reach new and desirable audiences, globalize, tap into new media consumption patterns and leverage media spending in clever ways.

Underpinned by fully integrated influencer led experiential strategy - we were able to engage clients, media and investors in ways never possible.