WILSON GLOBAL DIRECTOR OF MARKETING

Directing the Wilson Racquet Sports global brand, marketing strategies and execution. Managing a global marketing team to ensure effective positioning and execution to support Retail, DTC, Digital and sales. 

Developed and launched Roger Federer’s new racquet. Built a holistic digital campaign which: Grew DTC database to + 100k consumers in 4 months.  Sell-in at 65% above forecast.

Developed and executed a robust retail strategy that drove a forecasted +40% growth in DTC sales (+$4M), leveraging deep expertise in retail dynamics and customer engagement. Spearheaded a strategic redefinition of target segmentation, leading to the successful launch of an e-training platform for KOTF. Delivered a +33% YoY increase in sell-in, reinforcing market positioning and driving revenue expansion. 

Established and managed Wilson Tennis Digital Transformation Strategy.

Strategically developed & launched WILSON VIP SelectLaunched Wilson’s e-commerce program by building a VIP Loyalty program for “avid youth” players to convert them into users. Results: over 2,000 “influencers” converted to Wilson. Increased VIP-specific sales.

Reset the brand tone for Wilson Tennis

You don’t reinvent a 100 year old brand. You find its soul and give it room to grow. We crafted an all-new brand book consisting of a design system, photography guidelines, and company culture manual. Much simpler, cleaner, refined look. There is a Vital connection between athlete and the equipment. To show this we imagined a new design language around the W mark, making it prominent. Reinforcing the importance of the game as a whole. W  is THE innovator.

We gave a nod to innovation by adding the subtle gradient and texture to the background.

As a result, we were able to influence everything from website, packaging to hang tags, even branding on the collection itself.

Designed global GTM plan to launch the Sony Smart Tennis Sensor. Active member of the executive team from SONY & Wilson developing and reviewing the technology and product features. Lead executive building the marketing strategy to launch the product in more than 35,000 locations globally.