Closing in on the brand's 40th anniversary, legendary outdoor footwear brand Merrell, under the parent company of Wolverine Worldwide, faced the challenge of marketing to new audiences, growing brand recognition within the outdoor industry and growing direct-to-consumer sales.
As the first-ever Digital Marketing Director for the brand, I faced the challenge of connecting the dots between product marketing, e-commerce and brand marketing. Employing a content-driven, digital-direct offense within an integrated marketing approach that balanced a sales-over-night, brand-over-time methodology.
With a strategic blend of digital advertising, paid and organic social media, e-commerce, and traditional marketing tactics, I connected those dots and delivered powerful results.
During my tenure, Merrell grew:
Pete Sveen, created an outdoor hockey rink in his Bozeman, Montana backyard to get outside more in winter. With the Bridger Range as a backdrop, this could be the most scenic outdoor hockey rink in America.
Creating this rink is more than just a hobby. It’s become a meeting place for families, friends, neighbors and even unexpected visitors to get outside and enjoy Big Sky Country's amazing landscape, even in the dead of winter.
Hailing from New Orleans, Louisiana Will Robinson, enlisted in the US Army at age 22.
At the time, serving was his lifeline, a way out of trouble. After 5 years of service in Iraq Will was discharged with injuries sustained to both knees a fused wrist and severe PTSD, deeming him unsuited for service.
"I returned broken." He admits.
Upon returning home, Will felt completely isolated and hopeless. After 12 years of suffering; alcohol abuse, medication and therapists, Will finally broke the cycle.
"At times I contemplated grabbing a handgun and pulling the trigger, if I didn't do something drastic, it wasn't going to go much further." He explains.
That's when Will took up hiking and began on the Pacific Crest Trail in 2016. Since then, he hasn't stopped walking. This summer he finished the Appalachian trail, walking a cumulative 3,800 miles on his road to recovery.
Up next, The Continental Divide Trail spans 3,100 miles between Mexico and Canada. His goal is to heal and promote healing from thru-hiking for anyone else who's suffered the effects of emotional and physical trauma.
Product Launch