BACKGROUND

My Transformative tenure at Pelican Products was marked by a mission to forge a unified brand vision. Pelican's transition from a traditional commercial and dealer-only powerhouse to a direct-to-consumer contender presented a unique opportunity to meld the ruggedness revered by professionals with the aspirations of adventurers and content creators. In a concerted effort with various channel owners, we articulated a clear, cohesive identity, underscoring Pelican's dual legacy and modernity.

I spearheaded the integration of Sprout Social to streamline our digital presence across over eight social channels, enabling a seamless user interface. This strategic move enhanced our communication, aligning the Pelican narrative across platforms.

My hands-on approach extended beyond digital strategy; I directed and produced compelling in-house content that vividly conveyed Pelican's support for extreme endeavors. This was showcased in a rapid, 48-hour cavern diving expedition in the Yucatán—proof that Pelican gear isn't just about protection, but about enabling the pursuit of adventure.

Moreover, my adeptness with social listening tools allowed us to amplify and leverage the organic buzz from real-world product survival stories. Highlighting Pelican's unparalleled durability and robust warranty service, these narratives illustrated not just the endurance of our products, but also the trust our customers place in them. These stories were not merely testimonials but became a testament to Pelican's brand promise.

In essence, my role was not just to navigate but to narrate; to tell the Pelican story in a way that resonated with every segment of our audience, from the professionals relying on our gear in critical situations to the creators and explorers pushing the boundaries of possibility.