As Brand Manager for Nike Lacrosse I led the way for the brand in brief, agency sourcing and execution to create a fresh, youthful and new approach for the category. Hiring a new agency who never worked with Nike, compressed timelines, macro budgetary reductions mid-stream, and Portland's 'Snowpocalypse’ put our vision to the test. Through perseverance, problem solving, adaptability, and tenacity we overcame the many challenges to disrupt the industry and inspire lacrosse addicted teens.

Flip the Script. Be Bold. Disrupt lacrosse with a fresh, new, youthful position
and creative direction.

• Select the right agency for the right job.

• Back decisions with consumer informed insights.

• Stick to the vision, communicate to the team, and inform all along the process.

• Plan and execute to the business opportunity with the end use in mind.

• Nail down asset needs no matter how tedious and painful the process may be.

• You can’t plan for acts of nature, but you can adjust on the fly.

• Anyone can take a risk, but persevering through the ups and down is the key to success.

• Seasonal Brand Planning & Activation Execution.

• Concept Development.

• Consumer Insighting & concept validation.

• Influencing & consensus building across the business.

• Creative Content Production.

• Agency Briefing & Management.

• Disrupted the sea of sameness at speciality retail by transforming windows in key markets with ‘Attack Everything’ message.

• Reset Nike.com/lacrosse and drove consumers to a simplified shopping experience focused toward 1-click purchase capability.

• Inspired consumers with long form print in vertical lacrosse publications with 400K monthly reach.