Portfolio

Product Branding

Problem: FIFA had a successful destination website, but wanted to increase user interactivity across the site.

Solution: Developed and branded a new product (Fifa.com Club) that met business goals of increasing user activity and time on site. New product needed to fit in the overall FIFA family of brands. I vetted and hired an agency to help interpret my requirements into creative output resulting in a new fully-branded section of the site. Over 40M users visited the site in the World Cup cycle.

Brand Audit

Problem: Our Corporate Brand Management team needed a way to examine whether our overall brand was being implemented correctly across business units domestically.

Solution: I created a Brand Scorecard bringing symmetry to the evaluation process of the business units. We successfully implemented the same scorecard process across all units globally to measure how well the brand strategy was communicated.

Brand Research + Development

Problem: A DTC business needed to take a step back after product launch and develop their brand to ensure they could differentiate from competitors and standout in the marketplace.

Solution: The client benefited from my research of the industry, competitors, marketplace, SWOT, as I developed a fully comprehensive brand roadmap and blueprint. Fully managed the project as well transitioned a live website from an older platform with outdated brand identity to a slick e-commerce site. Project included researching vendors, transition planning, design, testing, launch, and optimization.

Project Management - Loyalty Program

Problem: Commercial partners wanted more out of their brand affiliation with FIFA (the global governing body of soccer).

Solution: To increase visitors' site consumption and increase subscribed users, I developed a Fan Loyalty and Rewards program. Managed project from ideation to development setting requirements and working in tandem with production, tech, legal and commercial teams. Liaised with FIFA’s World Cup sponsors to measure interest and participation in program.

Project Management - Brand Absorption

After a multi-million dollar company acquisition, S&P needed to absorb the new brand into the brand family as well as keep in line with the parent organization, McGraw-Hill Companies.

I worked as part of a team that crafted a brand absorption roadmap including, Interim Logo Development, Analysis of Brand Architecture, Descriptors and Messaging, Shared Values Mapping, Brand Guideline Development and Rollout.

Project Management

The FIFA.com website needed some promotional visual content to acquire more users to its site.

Along with the production team, I directed a 60 second video that was used across digital, TV, in-stadium and partner sites.