I spent eight years building Rebel Athletic into a world athletes wanted to belong to, and turned that pull into a fanbase of more than 1,000 ambassadors and a business that doubled its revenue.
Role: Vice President, Creative Marketing
Team: Robert Arruejo, Bryant Chavez, Jake Kravitz, Lesley Mack, Jamie Andries, Brian Childs, Jeremy Shelby, 3rd Identity
When I joined Rebel Athletic as art director, there were no brand guidelines, the visuals were inconsistent, and wholesale and retail played by different rules. The website was hard to use, and there was no email strategy at all.
Over eight years, I grew from art director to VP, Creative Marketing, and built my team from one person to six along the way. I created Rebel’s first brand guidelines book and one creative strategy for both sides of the business, so a team ordering uniforms and a fan shopping retail met the same brand.
I led creative across every channel, from uniform lookbooks and the retail line’s direction to experiential design, a rebuilt website, and email flows with lead scoring that raised conversions for wholesale and retail. I built an in-house photo and video studio with its own team and led production on every shoot. That included overseeing production and art direction for the large-scale couture lookbook shoot we produced overseas each year.
Then I gave the brand a physical home and a community to match. I designed the Willow Bend store interior, from the wall paint to the signage and decor, and helped grow the talent and ambassador program from a couple hundred athletes to more than 1,000, which lifted retail revenue and brand awareness. During my time, the brand’s revenue doubled year over year.
