Role:

• Campaign Architecture & GTM Strategy

• Social & Cultural Strategy

• Creator & Influencer Strategy

• Livestream Amplification Strategy

• Cross-Functional Leadership
  
  Opportunity:
  On the biggest night in media, where legacy brands dominate attention, Takis needed a culturally relevant way to participate in the Super Bowl conversation without official partnerships or broadcast rights. The challenge was to show up meaningfully in a saturated moment while navigating legal and budget constraints.
  

Solution: Reimagined Game Day participation for a non-sponsor brand through a social-first, creator-led campaign ecosystem.
Developed a go-to-market approach that integrated paid social, influencer partnerships, livestream programming, organic content, and PR to help Takis show up credibly and consistently throughout Game Day without relying on traditional Super Bowl advertising. The campaign reached over 20 million people, drove 80M+ total impressions from influencer tactics alone (outperforming estimates by 23%), and generated more than $1M in earned media value— making it one of the most culturally impactful non-sponsor Super Bowl moments of the year.