Integrated Campaign · Editorial · Experiential · Paid Media · CRM

Ahead of the 2025 U.S. Open at Oakmont, I identified Pittsburgh as an underdeveloped market for Rookline and developed an integrated marketing strategy designed to build local awareness, support wholesale relationships, capture new customers, and establish Rookline as part of the conversation surrounding one of golf's biggest events.

The campaign combined paid media, experiential marketing, retail/wholesale activation, CRM acquisition, content and editorial storytelling.

I purchased radio inventory with 93.7 The Fan, the local sports station and official in-market media partner of the U.S. Open, and supported the campaign with geographically targeted digital advertising promoting Rookline's presence and events in Pittsburgh.

On the ground, I helped organize and execute two consumer activations near Oakmont: a trivia night and a meet-and-greet with the Rookline team. Both gave consumers an opportunity to interact with and purchase the product while also serving as customer-acquisition events. Together, the activations helped add approximately 300 new email and SMS contacts to Rookline's database.

I also organized a 40-person golf tournament, providing every participant with Rookline product and using the event as both a brand experience and content-production opportunity. Photography and other content captured during the tournament were subsequently used across Rookline's social and digital channels.

On the wholesale side, I organized and executed a product giveaway at Fox Chapel Golf Club, one of Rookline's key accounts in the Pittsburgh market, connecting the broader U.S. Open campaign back to an existing retail relationship.