Brand Management + Development

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. Eventually we successfully used the same scorecard process across all units globally.
Problem: FIFA had a successful destination website, but wanted to increase user interactivity across the site.
Solution: Developed and branded a new product 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 40 M users visited the site in the World Cup cycle.
Problem: A client needed to take a step back and develop their brand to ensure they could differentiate from competitors and standout in the marketplace.
Solution: My assessment of the industry, competitors, marketplace, SWOT analysis led me to put in place a defined brand blueprint.

Marketing Project Oversight

Problem: Commercial partners wanted more out of their brand affiliation with FIFA (the global goverming body of soccer).
Solution: To increase visitors time on site and increase subscribed users I created a Fan Loyalty and Rewards program Managed project from ideation to development.. Set requirements, worked in tandem with production, tech, legal and commerical teams. Liaised with FIFA’s World Cup sponors to gauge interest and participation in program keeping within the in-place commecial affilaite contracts.
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 commercial partner sites.
Fully managed project transitioning live website from an older platform to e-commerce site. Project included researching vendors, setting transition plans, design, testing, launch, and optimization.
Taking a product campaign into the 21st century. Refreshing a tired positioning and logo and giving it life and character. Centered on the user/fan (outwardly focused)