Through a process of discovery and deep dive into the Susan G. Komen brand and The 3-Day business, I worked with CSM - the agency leading the initiative - to design a multi-month national integrated marketing and communications plan to drive walker acquisition. I managed the 12-person agency team to develop the owned, earned and paid media plan, leveraging a strategic mix of paid social, paid search, paid display, media partnerships, influencer marketing, lead generation, owned social, website/e-commerce, broadcast television, podcast, SMS text messaging, field marketing and community outreach. 

In 2019 our team helped to sell out the New England event - the event’s first sell out in 11 years. Our work also led to the highest retention rate in the event’s history (75%), increased website conversion rate, increased RFIs by 189% YOY, and supported Komen’s partner agency to increase total donations YOY by an average of 6.85%.