Role:
Brand Manager at Eastern Mountain Sports

Challenge:
Reinvigorate EMS’s brand presence and social engagement during a period of financial instability, without a formal marketing budget

Approach:
Given the challenging circumstances at EMS as the company prepared for bankruptcy, I proposed and launched a zero-cost influencer program to generate authentic, community-driven content. I tapped into my network to identify passionate outdoor enthusiasts who would collaborate in exchange for gear.

• I first partnered with Matt Schonze, a lifelong EMS shopper and friend, who created content featuring EMS gear at a climbing gym and on a run to Coney Island.

• I then engaged Reece and Colby of Wyld Rhythms, a queer couple hiking the Pacific Crest Trail, who shared educational and inclusive content that highlighted EMS’s gear durability and reinforced a message of diversity in the outdoors.

  I worked closely with both to maintain EMS’s brand voice and ensured content was aligned with our values.

Outcome:
The program resulted in increased engagement, audience growth, and a more humanized brand presence, all without spending a dollar. It also established a more inclusive and relatable identity for EMS in the outdoor space.