The Challenge
Brooks had two simultaneous growth imperatives:
1. Drive Efficient Ecommerce Growth: Despite a significant digital investment and sophisticated attribution model, media was fragmented across multiple DSPs, creating frequency inefficiencies, unknown overlap, and diluted optimization.
2. Expand the Definition of “Runner”: The opportunity wasn’t just to sell more shoes, it was to redefine belonging in the category and build an inclusive social engine that could compete against a larger-spending Nike.
The Results
The integrated performance + organic social transformation delivered both immediate revenue growth and long-term brand momentum.
+35% ecommerce sales growth
8x increase in engagement rate
+12.5% follower growth
+81.69% increase in social-attributed sales
My Role
I led the media infrastructure transformation and was a key part of the social strategy evolution.
Led and won the Brooks media pitch
Consolidated fragmented programmatic spend into a single proprietary DSP
Improved clarity and precision in the digital path to purchase
Designed a content framework shifting pillars from product-heavy to a balance of Movement, Gear, and Purpose
Built a cross-platform organic strategy across Facebook, Instagram, TikTok, Pinterest and Strava