During 12 years as brand creator and brand manager, I was instrumental in growing this grassroots mountain bike event into a global festival held in four countries worldwide. As part of the core organizational team, I travelled to international events to ensure brand standards were maintained across multiple venues.
The challenge was to develop a creative campaign to encourage tourism during the off-season (i.e. rain. Lots of rain.). The result was Embrace the Rain, an innovative and playful marketing plan that included branded umbrellas and ponchos, storytelling shelters, outdoor saunas, rain-inspired playlists, and an official Rain-O-Meter that listed rain-approved activities and co-op business promotions based on the daily precipitation level.
I led the school through a complete re-brand, rebuilt the website and launched their social media channels. I developed and executed the annual marketing and content plan, reported on analytics, liaised with local media and maintained strategic communications with multiple stakeholders. Seeking to connect the school more deeply with Squamish history and culture, I wrote a successful grant to bring First Nations programming to the curriculum.
I worked with the founder to create the brand from the ground up, developed and maintained the website and assisted with event execution across multiple time zones on a 24-hour basis for this international mountain biking competition that now has races in seven countries worldwide and 392k followers on Instagram.