Bowerman Track Club
From the public perception of a corporate giant to the fraternal twin of a non-profit, Nike-sponsored Bowerman Track Club (BTC) is a community scaled from youth athletes to Olympians, with super fans across the globe. With a nimble brand team of 6, BTC was as an exciting start-up experience in the heart of United States running culture.
Community Management
“The quality of your life ultimately depends on the quality of your relationships.” - Esther Perel
People-centered newsletters + solutions-oriented global connection + community-led spaces
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Task + Action
Revive and own the BTC Newsletter. I managed, planned, created, and deployed quarterly custom-built newsletters and product marketing blasts using the Adobe suite and Mailchimp (see examples below). I optimized CRM lists, developed an acquisition strategy, and optimized performance reporting through google analytics.
Result
Average open rates of over 50% (double the industry standard). Grew CRM contacts from 2.5k to over 15,000 (540%). Aligned newsletter with other digital touchpoints.
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Task + Action
Manage, create, execute social media strategy from establishing processes, to execution, to analyzing results. Organized team meetings, owned social calendar, organized DAM, collaborated with photographers (in-house and ad-hoc). Conducted performance reporting.
Result
Grew the Instagram following by 20k (20%) with zero paid media and garnered top performing posts in account history by all metrics (reach/follows/impressions/profile visits/likes).
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Task + Action
Market the program for sign ups and assist leading the BTC Summer Training Program (2020 and 2021). I built our website page, created content, collaborated with Nike US sports camps, and managed all user experiences on Slack platform.
Result
250+ (full capacity) sign ups from 40 states and 8 countries. Empowered youth with knowledge and lifelong habits. Fostered a community so powerful, the campers started their own instagram after we closed the Slack platform.
Newsletters
Digital Marketing Campaigns
“If we see making consumers’ lives better as the actual reason our business exists – then nearly all of the ethical issues in marketing go away. If you prioritize consumers, you never wish to manipulate them into doing something other than what is best for them and for the common good.” - Dr. Peggy Sue Loroz
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Task + Action
Remarket Fall ‘21 product in a fresh way to revitalize a previously underwhelming product launch. Collaborated with our team photographer to plan and execute the Red and Black Friday campaign from conception to delivery.
Result
Doubled the revenue of initial launch. Fourth highest monthly user visits in website history, second highest weekly e-commerce conversion rate, third greatest day-of sales, 48% open rate of email campaign. Garnered 16k new users to site month of November ‘21 - 25% of which returned in December.
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Task + Action
Concept and create content to market Summer 2021 product for the Tokyo Olympics. Collaborated with the team to develop a shoot to bring the BTC Tokyo Olympic experience to our fans at home (due to COVID-19).
Result
First official product marketing campaign for the Bowerman Track Club, All-time highest revenue generating campaign, Fourth highest monthly user visits in website history
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Task + Action
Report and analyze digital efforts. Compiled UI/UX, social media, and newsletter performance reports.
Result
Enhanced decision-making by providing valuable insights to support digital initiatives and product development choices.
UX/UI report >>
Photo by Teddy Wilkins.
Featuring the newly minted Olympians: Kieran Tuntivate, Elise Cranny, and Grant Fisher. Studio photo by Cortney White.