In CM441, my team and I created The Playbook, a fully integrated campaign to boost Dick’s Sporting Goods’ relevance among Gen Z by 20% by January 2026. Our strategy focused on launching a “Sideline Supporters” loyalty program, emotional brand storytelling, and Gen Z engagement through influencers, gaming, and UGC. I led the campaign narrative and influencer strategy, using tools like Google Analytics and CRM dashboards.

We presented our work to Dick’s PR team, who expressed strong interest and requested our proposal for internal discussion. This project highlights my ability to connect strategic planning with real-world brand impact.