Michelle Martin

• Facilitated cross-functional teams and programming, ambassador program engagement, product seeding efforts, and strategic program development for Brooks Running.
• Drove content strategy with IAT for Brooks’ give-back campaign with celebrity and charity elements. Content reached 94% of new-to-brand followers, 30+ earned media placements; also drove 5k+ gear donations to BoMF charity partner.
• Collaborated closely with clients to better understand entire project scope.

Focused on personal growth and family. Personal highlights include:

• Certified as a Level 1 Road Runners Club of America and VDOT Run Coach
• Chaired 5k run/walk race; increased profit, participants, and sponsors by ~12%
• Coached grade school Track and Field; '22 Suburban Parochial League Champions
• Completed Level 1 and 2 Photography Classes; photographer for all-girls lacrosse club

Sports Marketing, Gatorade Partner Services, Director

• Led a cross-functional team that's redefined Gatorade's influencer professional marketing capability, including creating strategy and overseeing cross-functional execution, across Major League teams with the MLB, NBA, NFL, NHL, WNBA, and Collegiate sports teams
• Grew Gatorade's brand community for sports performance professionals in one year by 5% to 30k+; led collaboration on delivering a seamless brand experience through in-person and digital touchpoints resulting in strong advocacy and digital engagement
• Optimized Gatorade's CRM strategy and grew the platform by 5%; operationalized account management and customer journeys across multiple functions, including education, engagement, and sales
• Refined overall partnership strategy and negotiations to derive more value from Gatorade Brand assets, leading to more robust engagement, long and short-term, in-person and digitally, with core membership bases
• Inspired agency teams to create powerful storytelling and education that established emotional brand connections, resulting in unrivaled advocacy and digital engagement
• Board member for the PepsiCo Women in Network group, MOM (Moms on the Move) program that drives inclusivity and helps position women to lead

Brand Marketing and Innovation, Performance Nutrition - Senior Manager

• Brand Marketing lead for Gatorade Sports Fuel brand portfolio, an $80M+ business spanning protein-based food/beverage products, while also collaborating with R&D on pipeline innovation for
• Gatorade Sports Fuel, Muscle Milk, and Cyto Sport brands
• Drove +4.3% growth on portfolio products in 2019 as a result of a strong 360 marketing strategy and cross-functional collaboration execution
• Led 20+ cross-functional team’s innovation pipeline; developed and executed two new products in 2022, including G Zero with Protein, one of the fastest-growing protein products in Gatorade’s history, generating ~$100M in year one of launch.

Brand Marketing and Creative Strategy, Gatorade Endurance

• Channeled personal passion and knowledge along with strong industry relationships in endurance sports to establish a cross-functional platform leadership team to reinvigorate the Gatorade Endurance brand
• Drove ~$20M of business to core brand Gatorade; Endurance Brand sales increased 3X+ and brand awareness 2x between 2015 - 2018
• Established and managed athlete/agent/coach relationships for all Athletics SM assets
• Managed contract negotiations with agents, athletes, and properties; ~20 properties and 300 races, including three of the Abbott World Marathon Majors, IRONMAN, Rock ‘n’ Roll, and USA Triathlon
• Developed and executed a media and creative strategy that included a Brand Community team of 25 athletes, digital media, storytelling, engagement, and experiences, including content series such as the Boston Marathon, My Fuel My Journey, and a content series with NASCAR Champion Jimmie Johnson, resulting in~5M+ total views; a national Gatorade TV spot that included pro athlete Lionel Sanders
• Collaborated to create an insights and athlete-centric approach to developing a three-year vision and strategic plan; that work led to:
• 15% lift in sales between 2016 - 2018 from reformulating the hydration product line (RTD & powder) created a blueprint for the core Gatorade business to follow
• 12% increase in brand awareness and a 3.5% lift in sales in year one of launching the Energy Gel, new product innovation
• Exponential B2B and D2C accessibility and growth by launching the first-ever owned e-comm platform, contributing to 70% of total business
• 50 + new run-retails doors within year one of building a sales team.

• From Intern to Vice President, led internal and Client strategic communications and media relations, consumer engagement, digital/social content, influencer marketing, experiential, partnership, and athlete management for clients, including MilkPEP, Abbott / World Marathon Majors, Bank of America Chicago Marathon, Kraft Foods, Oscar Mayer, Mars Chocolate, and the Campbell Soup Company.
• A highlight of relevant experience: created a new usage occasion for Chocolate Milk by leveraging strong insights, scientific research, and an athlete-centric approach to develop a five-year strategic plan for the chocolate milk industry; work led to brand identity creation of the post-workout recovery platform.
• Digital/social and experiential programs included tactics such as creating a community of 300+ athletes, 160+ annual race activations, and episodic online documentary series with broadcast integration that won numerous industry awards.