SoulCycle

As VP of Brand + Creative, I led overall brand strategy for the cult fitness brand, spearheading marketing initiatives that grew the brand's audience, improved rider loyalty, and drove business growth.

A hotly-anticipated product launch from an iconic fitness brand

Marketing Strategy Campaign Creative

Led brand marketing to develop and launch SoulCycle’s first at-home bike, leveraging the brand’s powerful touchpoints—from in-studio to social—to generate massive engagement.

A marketing campaign to take SoulCycle global

Marketing Strategy Campaign Creative

Pioneered a brand campaign and marketing strategy to launch the boutique fitness brand’s first-ever London studio, including social and OOH campaigns, as well as messaging tailored to a UK audience.

A massive opportunity to expand
the brand reach of a cult fitness powerhouse, building social and digital-first initiatives that grew a devoted fan base and unlocked new revenue and partnerships.

SoulCycle Email: Monday "Mass Mail" to Rider Milestones

Eye-catching brand campaigns that put butts on bikes

Marketing Strategy Campaign Creative

Concepted seasonal campaigns and always-on initiatives to drive ridership in studios, from a "SoulCup" charity riding competition and annual Pride rides to weekly "Monday at noon" programming across email, social, and app.

SoulCycle's Pride campaign, featuring top instructors and in-studio activations

A social-first launch for SoulCycle retail

Marketing Strategy

Led the go-to-market approach for SoulCycle's first DTC retail collection, Soul by SoulCycle, leveraging superstar instructors for campaign materials and partnering with Instagram on new social shopping features.