Global Product Launches
In my time at WHOOP and COROS, both companies launched new products that required thorough marketing communication plans and cross-functional logistics. I worked closely with various departments (manufacturing, engineering, customer service, etc.) to drive successful launches, focusing on copywriting, editorial planning, and partnership management for third-party collaborations.
In 2018 WHOOP launched the 3rd iteration of WHOOP with new product features, a brand new design, and new branding direction. Our goal was to branch out from elite performance to the everyday consumer.
Main responsibilities: communication strategy, social media management, email management, copywriting, PR Launch in Australia, photoshoot assistance.
In collaboration with professional running group Tinman Elite, I led a global product launch for the Tinman Elite x WHOOP band. Featuring their iconic Hammer & Axe logo, we made 5000 limited edition bands, which sold out quickly.
Main responsibilities: partnership management, communication strategy, copywriting.
As the athlete manager for professional marathoner Emma Bates, I pitched the idea of a custom COROS band for the PACE 3 watch. We printed “Run Hard, Have Fun”, the words her late father would tell her before every race, on a teal nylon COROS band. The band sold out instantly, and remains my favorite project to date.
Main responsibilities: led entire campaign including communications, photoshoot production, and global product launch operations.
COROS
Run Hard, Have Fun: The Emma Bates Way
Believe in the Run
In spring of 2024, COROS launched 3 new colors for the PACE 3 model. It was my responsibility to manage all operations for the launch, working directly with our team in China to coordinate inventory, shipping timelines, sample distribution, and more. In addition, I wrote all copy and managed communications for email, web, social, and paid media.
Main responsibilities: launch operations, communications, copywriting.
As the partnership manager for professional running group Tinman Elite, I collaborated with the team for a limited edition PACE 3 band featuring Tinman’s logo. I helped create a story around the band and worked with our design and manufacturing team in China to source the right colors, design, and materials.
Main responsibilities: launch operations, communications, copywriting.
