New York City Marathon 2025
Role: Project Lead
Strategy & Vision: Defined the end-to-end project vision and objectives, synthesizing the needs of 12+ cross-functional teams (Retail, B2B, Community, Creative Studio, etc.) into a unified commercial strategy.
Financial Accountability: Owned and managed a complex $1.3M budget, leading all forecasting, tracking, and final budget reconciliation.
Operational Leadership: Directed a project team of 30+ stakeholders, driving accountability for deadlines and ensuring seamless integration across all teams.
Agency Management: Led external agency strategy and execution, ensuring premium delivery and strict adherence to brand standards.
Localized Impact: Built authentic NYC programming by securing key cultural partners, vendors, communities, and branding around the key parts of the city.
Project Summary
NYC Marathon weekend delivered incredible athlete moments, highlighted by Hellen Obiri’s commanding win and Joe Klecker’s impressive marathon debut.
Beyond performance, we partnered with standout collaborators to elevate our NYC storytelling and create a true citywide takeover. Through Hellen-focused OOH, meaningful run-club and key account partnerships, and events across the city, we showed up in multiple places at once and kept the energy high throughout marathon weekend.
Highlight: Reactive OOH Strategy
Executed a real-time OOH campaign celebrating Hellen Obiri’s victory.
Billboard live, moments after Hellen crossed the finish
At a 2.01% click rate, data was consistent with similar billboards via on.com.
Press Release live within minutes
DOOH and DTCR windows triggered within the hour. Content displayed throughout Manhattan over 24hr period
20k+ engagement for selected sites
Social media content and race reactive was live minutes after Hellen crossed the finish line.
73k likes and 6.4M impressions
Email live on Monday Nov 3rd
1.3% Click Rate
32 transactions, making up a total of 6K in revenue
Notable press coverage on Wired, Forbes, New York Times, a feature on Live with Kelly & Mark, NY Knicks social post and more.
Total reach of 5M+