Case Studies
A closer look at the campaigns, partnerships, and product launches I’ve led — spanning product marketing, PR, and athlete growth strategy.
PR & Communications — From the Super Bowl to Scaling a Pickleball Brand
Problem:
When I joined Selkirk Sport, the brand had no PR function — no strategy, media relationships, or launch frameworks. Without it, the company risked missing its moment as pickleball’s growth accelerated.
Action:
Leveraged my agency experience managing three Super Bowls, NFL/MLS athletes, and Caesars Sportsbook launches to build Selkirk’s PR foundation from scratch.
Hired and managed an internal team and PR agency
Developed consistent coverage strategies across WSJ, ESPN, and Sports Illustrated
Directed crisis comms during athlete and product incidents
Integrated PR into athlete and product launches for cohesive storytelling
Results:
50+ national media placements annually
$15M+ in earned media value since 2022
3× increase in Selkirk’s share of voice in pickleball
70% faster crisis response times through new comms frameworks
Positioned Selkirk as pickleball’s most covered brand
Startup & Product Marketing – Launching Dozens of Products and Building a Brand
Problem:
As an early hire at Selkirk, I joined a company without product marketing infrastructure but an ambitious goal — launch dozens of new products and elevate the brand to a household name in pickleball.
Action:
Collaborated with R&D to test, name, and position 30+ product launches (paddles, balls, nets, apparel)
Built go-to-market playbooks and digital campaigns across DTC and retail
Led retail expansion with Costco and Dick’s Sporting Goods
Grew and managed the marketing team from 1 → 6 direct reports
Completed an AI marketing bootcamp with Palantir to integrate AI workflows into launch planning
Results:
1900% revenue growth (2022–2025)
7-figure first-year retail sales growth
250K+ email subscribers | 150% YoY Instagram engagement
Built reusable product launch framework still in use today
Helped scale Selkirk to a nine-figure valuation
Athlete Partnerships – Multi-Million Dollar Deals and Global Roster Growth
Problem:
As pickleball exploded, Selkirk needed a world-class athlete roster to compete with major brands entering the category.
Action:
Managed multi-million-dollar annual spend across athlete contracts
Negotiated multi-year sponsorships with top players (e.g., Jack Sock, Catherine Parenteau)
Led international scouting and captained a roster for MLP Australia
Oversaw both contract management and long-term brand integration
Aligned athlete storytelling with product and PR launches
Results:
Built one of the strongest rosters in pro pickleball
Secured national media crossovers (ESPN, SI features on athlete signings)
Expanded global athlete presence and visibility
Created a sustainable partnership model balancing ROI + authentic storytelling
AI Integration & Marketing Systems — Building Faster, Smarter Campaigns
As Selkirk scaled, I led the charge on integrating AI into our marketing workflows — helping the team move faster, analyze smarter, and create at scale. After being selected by leadership to attend an AI bootcamp with Palantir, I helped implement automated reporting systems, content tagging pipelines, and creative brief generators.
The goal wasn’t just to adopt AI — it was to operationalize it. By connecting data, creative, and performance, we built a system that saved the team hundreds of hours per quarter while improving campaign consistency across channels.
Results:
30% faster campaign turnaround times
25% improvement in cross-channel asset consistency
10+ hours saved per week per marketer through automation
Foundation for future AI-led personalization and predictive insights