The Work

Kyle is a social + content expert based in San Francisco with over a decade of experience in brand marketing.

His background is in creating and leading brand strategies and teams for emerging brands. He was an early hire at Airbnb and Strava and most recently led the global social team at HOKA.

He specializes in strategic storytelling that helps brands stand out from their competition.

(some of ) The Greatest Hits

Racing The Train

Goal: Build awareness for HOKA’s new speed training shoe, the Mach X 2.

Strategy: Leverage the viral trend of “racing” a subway train from one station to the next. We filmed this on-location in NYC with one of our brand ambassadors.

Result: 86k views on TikTok (more on IG and YT) and an extremely authentic endorsement of speed.

The Big (Cushion) Apple

Goal: Create awareness for the most cushioned shoe HOKA had ever released, the Skyward X.

Strategy: Fabricate a giant pair of Skyward X shoes and then, in the dead of night, sneak onto Liberty Island and slip them onto the feet of the statue. However, due to budget constraints, we opted for CGI instead.

Results: 2.2M views on TikTok, a viral sensation that was created awareness without the national incident.

Goal: Showcase that HOKA products serve traditional athletes as well as working professionals.

Strategy: Create a gameshow-style competition between an ultra runner and a nurse to see who is “tougher.” Featuring two influencers and a cast of thumb-stopping challenges.

Result: 2.8M views on TikTok and an inspiring message that nurses are everyday athletes (who deserve the support of a good shoe, the HOKA SR product line).

Ultra Runner vs ICU Nurse

100K-ake

Goal: Celebrate the 100k follower milestone on TikTok with the followers who made it possible

Strategy: Partner with a baker/influencer to create a video that featured a fondant Bondi and a special surprise inside the “box.”

Result: 111k views and the first step towards hitting 200k followers less than 2 years later.

Strava’s Year in Sport

Goal: Show that Strava is not just the most popular activity tracking app, but the authority for endurance sports data and trends.

Strategy: Create an annual report highlight the most notable trends and accomplishments, backed by the data from Strava’s 100 million users. Share these stories on social and pitch to press to create a brand defining moment every January.

Result: 3x unique page views per year for the three years I led this project, including millions of earned media impressions and over 200k views on our landing page.

Segment Stories

Goal: Tell the inspiring stories of the Strava Community and highlight our highest converting subscription feature.

Strategy: Created a film series that showed how Strava Segments connect local communities and showcase the indispensable value of the feature.

Result: Over 3.2M views on YouTube across the series and a measurable increase in ROAS for a Segment-focused Subscription ad campaigns.

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