Goal: Reimagine the property for IP holder PepsiCo, increase relevance among consumer target(s), innovate and modernize media and programming, and build profitable business unit for licensee (TEN).
My Role: Reporting the President of TEN, I was the Vice President and GM of the Experiential division & Dew Tour. I was responsible for all experiential events, their respective teams, and P&L’s. Specific to Dew Tour I directly managed the PepsiCo relationship, P&L, and team - overseeing the implementation of the reimagined vision, media strategy, event programming, and business for the property.
Results: Over a 4-year period I’m proud to say we innovated, won awards, exceeded PepsiCo’s goals, broke records in media KPI’s and profitability, attracted new partners, supported two Olympics cycles, and earned the respect of athletes and fans.
Highlights:
Innovations and firsts: Team-based competitions, modified super pipe, progressive courses, always on digital content, democratized live-stream strategy.
KPI’s: 265,000 attendees, 50M livestream minutes viewed, 15M livestream unique viewers, 5.2B PR impressions, 1.8B social media impressions, 100M video views.
Exceeded Mountain Dew’s brand goals and KPI’s YOY.
Multiple host city and venue partnerships resulting in six-figure cash and cost offsets.
Exceeded revenue and EBITDA becoming most profitable division.
Earned 99% satisfaction & 95% loyalty NPS scores.
2017 Imagination award winner and 2018 Clio sports short list.
Three Olympic sanctioning partnerships: World Skate (skateboarding), USSA (skiing/snowboarding), IPC (Para-snowboard)
Highlights from the first 2.5 years
INTEGRATION OF ART AND TECHNOLOGY
Culture and Creators were a core tenet of the Dew Tour brand
