INDUSTRY:
Footwear
CLIENT:
TIMBERLAND
YEAR:
2024-2025
EXPERIENCE:
Digital Marketing Lead
Timberland's Iconic – Leading Biggest Campaign in 50-Years
challenge.
Timberland sought to expand its cultural footprint and redefine what it means to be “iconic” for a new generation of style-forward consumers. But doing that wasn’t simple. The team had to navigate regional nuances, bureaucratic complexities, tight turnarounds, and limited resources — all while bridging the gap between streetwear culture and high-fashion luxury (think JJJJound, Louis Vuitton, Jacquemus). It was a challenge in both positioning and execution, requiring creative problem-solving at every level.
my role.
I led global social strategy and community management execution across all Timberland channels. Under my leadership, we redefined the brand’s tone of voice, elevated product launches, produced bespoke content and doubled down on fashion, music, and sports crossovers. I also built a rockstar team of community managers, content producers, and copywriters who evolved the campaign from the ground up — developing a new influencer strategy, scaling community engagement, and making sure Timberland showed up with real cultural fluency across every platform.
result.
My team rolled out the global “ICONIC” campaign featuring Naomi Campbell and Teddy Swims, supported luxury product collaboration launches with Louis Vuitton and Jacquemus, directed collaborations and culture-first content featuring Jason Kelce, SZA, Playboi Carti, and managed multichannel content ideation, execution, and publishing (TikTok, IG, Pinterest, YouTube).
Resulting in…
Monthly impressions scaled from 9M to 72M
TikTok: +425K followers
TikTok: +62% engagement
Meta: +18% growth / +149% engagement
YouTube: +487% engagement
Pinterest: +17% engagement
Led Timberland through its most successful social year to date
