The Endless Summer Book launch is an example of my ability to lead an integrated team combining both data and creative. I assembled an all-star team of marketers with surfing expertise. For some of them, it was a dream come true to work on this iconic brand, and it showed up in the quality of the work.
Using data clusters and affinity scoring of our target’s collective social media profiles, I found the organizations, news media, celebrities and interests that resonated with them the most.
In addition, I was able to zero in on the exact locations these wealthy surfing fans lived in Southern California for more precise targeting of our media efforts.
I recruited an all star team of talent with previous experience or immersion in the surfing world including a top graphic designer, and a public relations expert.
I led the social media team in new social properties from scratch, quickly building a fanbase and engaging the audience with nostalgic posts about The Endless Summer to prime them for the upcoming book launch.