Gatorade - Brand Strategy Planning (2015 - 2018)

Part of team that built out AOP (annual operating plan - 1 year outlook) and PSP (PepsiCo strategic plan - 3 to 5 years)

Focus on how to bring specific products to market - inclusive of disruptive distribution strategy

Look into profitability opportunity through lens of category and broader sports opportunity
Athlete and Club long term outlook and negotiation strategy to secure space within sport with protection from competitors
Market by market specific activation strategy in order to ensure unique offering is provided by market nuance vs. overall global outlook

Gatorade Football Activation Strategy (2015 - 2018)

Create Gatorade Football Long Term Activation Strategy to set the path on how the brand should act globally as well as a double click into region and market activation.

This strategy was the basis of the brand’s build out of a multiple prong operational plan. This was a high level document with various aspects laddering into the overall brand strategy determining pathways for percentage growth year over year.

This included the following:

Communications Framework Strategy
Understanding of Long Term Sports Marketing Needs with clubs/athletes
Operational Plan with Markets to create content and understand production overlaps
Athlete Service needs working with both clubs and athletes
Innovation pipeline conceptual plan for scalable products as well as niche for professional athletes

GATORADE - FOOTBALL INFLUENCER BOOK (2018)

In Latin America Gatorade had lost equity amongst teen athletes in recent years, the brand had lost its cool factor a bit.

As one step in the process to win it back we created an influencer book (in Spanish and English) to showcase the role of Gatorade within the sport, it’s past, present and innovative future through the lens of the brand as well as the partner athletes, clubs and nations.

We teamed up with the folks behind Victory Journal in order to bring the storytelling and correct visual feel that would connect to teen athletes.

The book was then distributed to 1000 influencers and teen athletes across the world in a custom designed kit in preparation for the 2018 World Cup.

GATORADE FOOTBALL BRANDING (2016)

Led work with internal design and agency team to develop visual identity and presence of Gatorade Football platform.

Includes such aspects as:

Logo Design
Typography
Visual Identity/Textures
Packaging Design of Gatorade Football Product