Work / Jenius Bank
Major League Pickleball partnership → real-time coverage,with a brand voice that still felt human.
Led organic strategy and on-the-ground execution for multiple Major League Pickleball tour stops around the US. The goal was to show up authentically in a new community, create momentum across multiple stops, and integrate creators without making it feel forced.
Context + role
What this activation needed, and what I owned end-to-end.
The tour stops needed a social plan that could handle real-time unpredictability while staying on-brand. We had to balance unpredictability with clarity: show the experience, earn attention, and connect it back to the brand in a way that didn’t feel forced.
- •Owned organic strategy and coverage plan (format + cadence).
- •Directed real-time storytelling across Stories + feed.
- •Integrated creators into the broader narrative (briefing + coordination).
- •Aligned stakeholders on messaging, guardrails, and overall direction.
Make the partnership feel like community, not a branded interruption.
Fast approvals with brand and compliance guardrails in a live environment.
A coverage system: planned arcs + real-time capture rules + creator integration.
Multi-stop, multi-day events (2025 season)
On-site coverage + partner moments
Stories, feed posts, creator content
How we ran it
Planned arcs, real-time rules, and a content cadence that held up.
Coverage plan
- •Defined daily story focus: arrival, moments, behind-the-scenes, wrap
- •Mapped formats with intent (brand energy vs clarity vs community)
- •Built a simple run-of-show so the team knew what to capture
- •Held space for real-time pivots without losing the narrative
Real-time content rules
- •Capture guidelines so everything looked consistent and usable
- •Fast decision-making: what posts immediately vs what gets refined
- •Story sequences designed to feel like you were there
- •Clear CTAs and brand touchpoints that feel natural and authentic
Creator integration
- •Aligned creators on storyline, key messages, and guardrails
- •Integration points planned so creators felt additive, not bolted-on
- •Approval flow that protected accuracy while keeping voice intact
- •Post-event learnings captured to improve the next tour stop / activation
Selected Work
Highlights from the Jenius Bank x Major League Pickleball partnership across multiple tour stops, culminating in the Jenius Bank World Championship.
- •I can lead creative across product, education, and BAU content.
- •I turn complex topics into clear, approachable stories people understand.
- •I design content systems that hold up across formats, platforms, and moments.
I’ve spent my career working in spaces where trust isn’t optional and earned slowly. This work reflects how I make informed decisions, move efficiently, and keep the audience at the center. It’s the approach I bring to every channel I help to shape and grow.
What changed
Results that are seen and felt.
- →Drove meaningful growth and engagement during a marquee partnership, generating 185,000+ impressions, 7.8% engagement (above industry average), and 1,200 new followers through athlete-led and event-based storytelling.
- →Delivered strong performance across priority formats, including 42,000 IG story views and double-digit engagement on select partnership posts, reinforcing social as a true growth channel.
- →Extended brand reach into new cultural spaces by executing a clear, end-to-end coverage arc with consistent creative standards and well-placed creator moments that felt authentic.
Next
Need event coverage that still feels on-brand?
If you’re planning an activation or partnership, I can help shape the story, build the coverage plan, and ensure tight compliance in a dynamic environment.