Marketing Strategy
2025 prAna Sustainability Brand Campaign & Activation
Objective
Create a brand campaign that reconnects consumers to prAna’s sustainability strategy by launching new core pillars: protecting environments, conserving resources, and empowering communities.
Role
Led end-to-end marketing campaign strategy & execution. Developed the content roadmap (web, blog, email, and social), created briefs for creative & channel partners, executed supporting events, and managed the nonprofit partner program.
Strategy
Introduce sustainability framework by elevating educational content on prAna.com, and creating integrated storytelling moments in the GTM Calendar, reinforcing consistency, credibility, and long-term brand positioning.
Outcome
Translated the sustainability strategy into a cohesive cross-channel plan, launching six new content pages, producing four events (each totaling 200+ attendees), and onboarding two new conservation non-profit partners, Access Fund and The Surfrider Foundation.
2023 prAna Originals Campaign
Objective
Develop a marketing campaign that positions prAna as a pioneer in the climbing sport through the launch of its first archival collection of revived 90s styles, in celebration of the brand’s 25th anniversary.
Role
Developed campaign strategy and marketing brief, and managed cross-functional team execution, including GTM calendar alignment and implementation of the social media & influencer strategy.
Strategy
Authentically connect heritage designs to Gen Z’s culture of self-expression, by partnering with climbing gyms and young influential climbers, to create campaign launch assets & influencer-led social media content, plus host an anniversary party.
Outcome
Expanded brand reach among a younger audience segment, delivering a 180% surge in launch-week traffic to the collection page, 5% social audience growth during the campaign period, and 100+ attendees at the anniversary event.