Builder of world class brands and businesses. Leader who believes the path to success should be rewarding and fun for the entire team.
Small. Cute. Chick car. MINI has been called a lot of things over the years. We set out to change those perceptions and reposition the brand towards a more premium space, starting with the new Clubman – the biggest, most premium MINI yet, with the help of some well-known MINI owners who’ve defied their own set of labels — Serena Williams, Harvey Keitel, Abby Wambach, Randy Johnson, Tony Hawk and more.
As manager of marketing communications, I orchestrated all aspects of MINI’s Defy Labels campaign, which we launched on the “Big Game” to reignite the brand and grow the business. Results were the biggest ever for MINI with: 40MM online views… 530MM digital impressions… 1,100 pieces of PR coverage… 670MM earned media impressions… #1 car brand on Edmunds.com with a 100% game day lift… 91,000 visitors to MINIUSA.com on game day – with 82% of those, first timers… that translated into a 37% increase in leads, year over year. The “Defy Labels” approach was so successful, we continued the rallying cry as part of BMW Group’s Sponsorship of the US Olympic team and with MINI Owners and Dealers in communities across the US during MINI Takes The States.