GLOBAL BRAND MARKETING DIRECTOR WILSON SPORTING GOODS

Role: Global Brand Marketing Director | Duration: 2014-2016 | Impact: $40M+ Revenue Growth

Challenge: 100-year-old tennis brand needed modernization and digital transformation to compete with newer, tech-savvy competitors.

Solution: Complete brand redesign, digital transformation, and partnership with Roger Federer for signature product launch.

Results: 913% increase in digital reach, 55% above-forecast performance on signature racquet, $40M+ forecasted DTC revenue growth.

Key Achievements:

  • Federer Partnership: Launched signature racquet generating 100K+ database growth in 4 months

  • Digital Transformation: Increased conversion by 65%, reduced bounce rate by 42%

  • Global Activation: 300+ grassroots events generating $10M incremental sales

  • Brand Redesign: Complete visual identity overhaul while respecting 100-year heritage

Developed and executed a robust retail strategy that drove a forecasted +40% growth in DTC sales (+$4M), leveraging deep expertise in retail dynamics and customer engagement. Spearheaded a strategic redefinition of target segmentation, leading to the successful launch of an e-training platform for KOTF. Delivered a +33% YoY increase in sell-in, reinforcing market positioning and driving revenue expansion. 

Established and managed Wilson Tennis Digital Transformation Strategy.

Strategically developed & launched WILSON VIP SelectLaunched Wilson’s e-commerce program by building a VIP Loyalty program for “avid youth” players to convert them into users. Results: over 2,000 “influencers” converted to Wilson. Increased VIP-specific sales.

Reset the brand tone for Wilson Tennis

You don’t reinvent a 100 year old brand. You find its soul and give it room to grow. We crafted an all-new brand book consisting of a design system, photography guidelines, and company culture manual. Much simpler, cleaner, refined look. There is a Vital connection between athlete and the equipment. To show this we imagined a new design language around the W mark, making it prominent. Reinforcing the importance of the game as a whole. W  is THE innovator.

We gave a nod to innovation by adding the subtle gradient and texture to the background.

As a result, we were able to influence everything from website, packaging to hang tags, even branding on the collection itself.

Designed global GTM plan to launch the Sony Smart Tennis Sensor. Active member of the executive team from SONY & Wilson developing and reviewing the technology and product features. Lead executive building the marketing strategy to launch the product in more than 35,000 locations globally.