Fjällräven

BRAND COMMUNITY MANAGER

Dec 2024 - Current

  • Built and launched an international Brand Ambassador program, recruiting and managing 10 long-term ambassadors and overseeing the strategic framework to activate them across key brand moments including events, partners, and omnichannel brand campaigns; reported a 2.42% higher average engagement rate on ambassador-led social content vs. brand-led content in 2025

  • Manage relationships with 8 global brand partners, overseeing the full lifecycle of partnerships including negotiation, contract development, campaign planning, and integration into brand community efforts

  • Lead local and global brand activations and community events from planning to post-event reporting; increased event sales 38% and improved attendee satisfaction by 12.9% YoY for brand’s primary global event: Fjallraven Classic USA

  • Own strategic planning and allocation for a $1M budget to support partner efforts, brand events, and ambassador activations

  • Analyze and report on event, partner, and campaign performance to identify areas of improvement and amplify future brand community efforts

EVENTS & PARTNERSHIPS

Organic Impressions on IG with Brand Ambassador Content

YoY increase in merch sales for primary global brand event 

2.1M
+11.1%

Local events managed at Brand Retail Stores 

10

Generated in ticket and product sales at events 

$67k

YoY lift in positive attendee survey responses for primary global brand event

+12.9%
Monster energy (Brewing)

DIGITAL MARKETING MANAGER

March 2023 - Dec 2024

  • Negotiated and executed sponsorship agreements with major music festivals and action sports events, securing exclusive on-site sales rights and brand activation space

  • Led strategy, planning, and execution for large-scale experiential marketing activations, managing on-site event teams, logistics, operations, brand storytelling, and event budget

  • Served as a primary brand representative for nationally recognized events such as X Games, Tampa Pro, Sturgis, Supercross, Punk in the Park, Home Bass, and more - ensured seamless execution across partner deliverables and event operations

  • Managed relationships with festival promoters, event teams, professional athletes, musicians, and creators in support of Monster Tour Water, building strong working relationships within music and action sports communities

  • Captured, edited, and delivered content in support of Monster Tour Water at campaign shoots and live events, translating live experiences and planned productions into engaging social media storytelling

FESTIVAL / EVENT SPONSORSHIPS

ARTIST CAMPAIGNS / CONTENT CREATION

24pk cases sold to event partners in 2H of 2023 

3,000+

Live events or festivals managed

27

Average savings for festival sponsorships using strategic pricing model

Average increase in units sold for primary festival partner 

+24%
$12k
OSKAR BLUES BREWERY

SOCIAL MEDIA MANAGER

Sep 2021 - March 2023

  • Built and managed a brand ambassador program across action sports and outdoor communities, recruiting athletes and creators in BMX, skateboarding, skiing, fly fishing, and music to amplify the brand’s lifestyle content and social strategy

  • Successfully re-defined the brand’s presence on digital channels, integrating new types of content and establishing a defined playbook to source new content

  • Oversaw GTM campaigns for new brands in the portfolio, collaborating with sales, creative, brand, R&D, and product development to align on timing and launch plans

  • Sourced and managed new sponsorship and experiential marketing opportunities, including an on-site activation with Florida Swampfest

  • Trained brand managers across the Canarchy portfolio on developing and managing partnerships with events and creators

PARTNERSHIPS

Budget managed in support of social media strategy

New contract templates created and vetted through legal team 

$400k
3
3

New brand partnership relationships established

Brand Ambassadors onboarded and managed

8
OAK & EDEN WHISKEY

MARKETING MANAGER

Feb 2021 - Sep 2021

  • Managed paid social strategy and associated budgets, launching 10+ targeted campaigns monthly to identify and define target audiences and key markets

  • Built and managed a network of creators to build the brand’s content library in support of lifestyle-focused marketing

  • Led cross-functional collaboration and strategy development for new product launches and brand campaigns

  • Improved project management workflows, establishing timelines and processes to develop brand calendars that captured marketing, products, and sales needs

BRAND STRATEGY MANAGER

yeti coolers

August 2019 - Feb 2021

  • Developed creative briefs in collaboration with product teams, sales, consumer insights, DTC, and legal and led creative teams on campaign development

  • Helped establish a new Marketing Operations team by supporting interim project management needs, developing new processes, and helping train new Project Managers

  • Developed and presented monthly competitor trend reports for the leadership team

DATA ANALYTICS INTERN

April 2019 - August 2019

  • Analyzed large datasets for the Customer Experience Department to identify operational inefficiencies and create data-backed action plans for directors and leadership

  • Built integrated Excel workflows and Tableau dashboards to combine call center data and CRM data, revealing key KPIs for the Customer Experience Department such as call wait times, queue times, response rate, and frequency of customer cases

  • Presented actionable recommendations to Leadership, Directors, and Sr Managers across the company, contributing to improvements for the Customer Experience team and earning a full-time offer as a Brand Strategy Manager