CENTRUM

MY ROLE AND BUSINESS LEADERSHIP IMPACT

The Goal Ready Centrum activation presented a unique challenge: there was no existing blueprint—either internally at FCB or on the client side—for executing a brand experience of this scale. Rather than view that as a limitation, I proactively researched best-in-class activations, built a collaborative relationship with our vendor partners, and asked the right questions to steer us forward with confidence. What could have been a stumbling block became a breakthrough moment for the brand, setting a new precedent for how Centrum shows up.

While the activation was a live event, the client’s primary KPI centered around content capture and long-term asset utility. With this understanding, I led my internal team and IAT partners in strategically maximizing our time and space during the event to develop a robust content library. I secured an additional hour of pre-event access with USSF and SoFi, directed influencer preparation through customized playbooks, and orchestrated a detailed content capture plan with shot lists for our video team. I was heavily involved in post-production, ensuring we maximized every usable frame, resulting in the development of 12 versatile assets for OLV, social, and digital retail use—ensuring brand presence remained consistent and relevant across platforms well beyond the activation date.

KEY ACHIEVEMENTS

• Led Centrum’s first-ever brand activation as part of the inaugural USSF x Haleon partnership

• Stepped in as strategic lead, shaping integrated activation strategy and structuring event experience and content capture in the absence of the primary strategist.

• Managed all vendor relationships, including talent coordination and on-site logistics.

• Secured cross-promotion with USSF, including talent partnership with soccer icons Cobi Jones and Ali Krieger.

• Owned execution across all workstreams, aligning internal teams, partners, and client stakeholders

• Coordinated cross-functional teams including legal, partnerships, and production

• Ensured seamless execution across campaign components

• Partnered with influencer agency team to secure and work with US soccer athletes

• Stepped into producer role in absence of formal assigned producer; developed day-of Playbook, influencer briefing documents and shot list