About

I managed the integrated marketing campaigns for Ralph Lauren’s sponsorship of the US Open Tennis Tournament from 2016-2019.

Objective

Bring Ralph Lauren’s long-standing US Open partnership to life across 360 campaigns, uniforms, on-court branding, retail, and digital channels, ensuring a seamless and elevated presence. The main goal was to drive brand affinity, awareness, and engagement through every touchpoint.

Results

• Achieved record breaking sales numbers at the RL store on site- hitting the sales ‘stretch’ goal for the first time in the history of the partnership.

• Led cross-functional teams to deliver fully integrated 360° campaigns—spanning on-site activations, digital content, influencer strategy, and social amplification

• Partnered with the innovation team to create RL’s first mobile game.

• Launched RL’s first Tik Tok campaign #WinningRL with actress Diana Silvers starring in the campaign.

• Identified and executed new partnership opportunities with other sponsors such as American Express, Coca-Cola, IHG, and Wilson to create unique customer experiences to increase sales and brand awareness. Examples include partnering with American Express on an additional point of sale in their space at the US Open.