Michelob Ultra | Live Ultra Summer Series
Led influencer partnership strategy aligning Michelob Ultra with fitness community, managing 18 fitness influencers across content creation and experiential activations to establish authentic brand presence in active lifestyle category.
Role: Creative Director & Partnership Lead
Insight: Michelob Ultra needed to authentically position itself as the beer for sports enthusiasts without compromising integrity - requiring genuine value creation for fitness audiences rather than traditional alcohol marketing approaches.
My Approach: Developed authentic partnership framework ensuring real moments of value for fitness audiences while maintaining brand integrity in health-conscious positioning. Managed comprehensive influencer strategy coordinating 18 fitness personalities across content creation, "warm up" events, and athletic event sponsorships.
Led creative direction and vendor management overseeing on-site activation execution across multiple markets nationwide. Created scalable content ecosystem balancing sponsored posts with experiential programming for sustained audience engagement.
Results: Generated 800K impressions and 600K engagements demonstrating strong audience resonance with authentic fitness positioning.
Produced over 200 pieces of content across influencer partnerships and experiential activations in year one. Successfully cemented brand presence in active lifestyle category through integrity-focused approach. Secured program extension for years two and three based on year-one success metrics and brand positioning achievements.
Role: Creative Director & Partnership Lead
Insight: Michelob Ultra needed to authentically position itself as the beer for sports enthusiasts without compromising integrity - requiring genuine value creation for fitness audiences rather than traditional alcohol marketing approaches.
My Approach: Developed authentic partnership framework ensuring real moments of value for fitness audiences while maintaining brand integrity in health-conscious positioning. Managed comprehensive influencer strategy coordinating 18 fitness personalities across content creation, "warm up" events, and athletic event sponsorships.
Led creative direction and vendor management overseeing on-site activation execution across multiple markets nationwide. Created scalable content ecosystem balancing sponsored posts with experiential programming for sustained audience engagement.
Results: Generated 800K impressions and 600K engagements demonstrating strong audience resonance with authentic fitness positioning.
Produced over 200 pieces of content across influencer partnerships and experiential activations in year one. Successfully cemented brand presence in active lifestyle category through integrity-focused approach. Secured program extension for years two and three based on year-one success metrics and brand positioning achievements.