Marketing Campaigns

In 2019, WHOOP officially integrated with Strava to push activity data to its platform. I was in charge of all marketing communications for the launch and worked directly with Strava to communicate WHOOP benefits to their users for a cross-collaborative campaign designed to get more users on both the WHOOP app, vice-versa on Strava.

Main responsibilities: content strategy, copywriting for email/social/mobile app, partnership liaison.

In my later years at WHOOP, I led women’s performance for the brand. WHOOP dedicated a lot of time and resources to elevating women in sport, especially for Women’s History month in March. For our 2021 Women’s History Month campaign, I worked with athletes Colleen Quiqley and Gabby Thomas, both athletes I signed to the brand, to tell their stories to inspire the next generation of female runners and athletes. I also worked with West Virginia University to publicize our study on women’s pregnancy and HRV using WHOOP technology. I wrote the press release and article sharing our findings, and helped communicate this value prop to WHOOP members and new customers searching for tools to monitor female performance via paid and organic media.

In 2024, Kilian Jornet set out to chain all 82 4000m peaks in the Alps. To help tell his story, COROS partnered with NNormal by providing Kilian’s biometric data. My job was to infuse the COROS brand into as much of Kilian’s journey as possible through social media, web copy, and earned media, working directly with Kilian.

Main responsibilities: copywriting, blog writing, written captions for Kilian, partnership liaison, athlete management.

To help shape the future generation of runners, I hosted a call with Eliud Kipchoge and 40+ high school students who were part of COROS’ NIL program. The call was recorded and turned into a marketing campaign showcasing Eliud’s ability to inspire the youth, with a published article on Runner’s World and Milesplit.

Main responsibilities: media liaison, athlete management, overall campaign strategy.

Ahead of the 2023 Boston Marathon, Des Linden published her inspirational memoir “Choosing To Run”. Her book was a huge success, and prior to the launch I worked with Des to factor in a COROS promotion. All customers received a free copy of Des’ book with the purchase of a new watch using code DES (the books were purchased wholesale by COROS). During the 2023 Boston Marathon, COROS co-sponsored a book signing with Des where we continued the promotion on site.

Led marketing communications for recurring seasonal “Thrive The Holidays” campaign that encouraged people to stay active during the holidays and invite friends to participate. A big selling point with WHOOP was being able to create teams in the app, which we leveraged for this campaign. Existing members could invite friends to receive referral credits, and new members would receive a discount. We also had a 2 for 1 deal for the 2.0 (prior to WHOOP switching to membership with the 3.0).

Main responsibilities: Project management, social media management, copywriting.

When COROS athlete Eliud Kipchoge was set to run the 2024 Tokyo Marathon, it was my job to activate Eliud in a meaningful way to generate awareness for the brand. Working closely with NN Running, we developed a time prediction contest where people could enter to win a COROS watch and heart rate monitor by guessing Eliud’s finishing time. I also coordinated a video-recorded post-race interview for Eliud with YouTuber Floris Gierman, where COROS related questions were included and we hosted a giveaway. The campaign generated close to 1M impressions, collected 10,000 emails, and drove numerous sales for the brand.

Main responsibilities: Athlete management, campaign management, copywriting.