Strategy & Approach

How I Think

I connect business objectives, audience insights, cultural relevance and partnership opportunities to build strategies that create meaningful brand and business impact.

01

Business Objectives

What does the organization need to accomplish?

02

Audience & Culture

Who are we trying to influence, and why does the partnership matter to them?

03

Partnership Strategy

Which property, platform, partner or cultural opportunity provides the strongest strategic advantage?

04

Asset & Activation Strategy

How can rights and assets become experiences, content, hospitality, engagement and integrated marketing opportunities?

05

Cross Functional Alignment

How do Marketing, Sales, Creative, Communications, Legal and business leaders work together to maximize the partnership?

06

Measurement & Optimization

How do we define success, evaluate performance and determine where investment should be increased, optimized or reallocated?

Strategic Flow

From opportunity to optimized investment.

  1. Evaluate
  2. Prioritize
  3. Align
  4. Activate
  5. Measure
  6. Optimize
Portfolio Strategy Framework

Sponsorship managed as a business investment.

A repeatable approach for comparing opportunities, directing resources, measuring performance and improving value across a complex portfolio.

01

Evaluate

  • Strategic alignment
  • Audience relevance
  • Brand equity
  • Business opportunity
02

Prioritize

  • Investment
  • Audience
  • Business objectives
  • Strategic value
03

Activate

  • Experiential
  • Content
  • Hospitality
  • Integrated marketing
04

Measure

  • Engagement
  • Utilization
  • Performance
  • Business impact
05

Optimize

  • Reallocate
  • Expand
  • Renew
  • Improve
Partner Ecosystems

Shared objectives. Complex stakeholders. One partnership strategy.

Building and managing complex partner ecosystems means aligning internal stakeholders and external partners around shared business objectives.

Brands
Properties
Agencies
Internal Stakeholders
Executives
Creative Teams
Marketing Teams
Business Leaders
Measurement & Optimization

Strategic value, not surface level success.

I don't just ask whether a partnership looks successful. I evaluate whether it is strategically valuable.

•Sponsorship scorecards
•Sponsorship evaluation frameworks
•ROA / Return on Asset methodology
•Asset utilization analysis
•Hospitality utilization
•Business area alignment
•Partnership performance evaluation
•Investment optimization