Four builds, in detail.
The problem, what I did, and what it produced.
Case Study 01 · Omio
Aug 2022 - Sept 2024First communications hire at a travel-tech unicorn.
Problem
Omio was operating across European markets with no press office, no agency roster, no budget line and no messaging discipline between headquarters and the countries. There was no baseline to improve on and no reporting that put communications in front of the executive team.
What I did
Ran the pitches and appointed seven agency partners across eight markets (Germany, Italy, Spain, Sweden, the UK, the US, China and Brazil), then owned the budget, the workflows and the quarterly reporting that held all of them to one narrative.
Built the operating model: press kits, fact sheets, messaging, executive briefings, media training and a speaking programme for founder Naren Shaam, plus two engines of my own making, the Omio Experience journalist programme that put reporters on the product, and a data storytelling unit that turned platform booking data into quarterly trend reports.
Took communications into the harder files: investor and funding communications, the messaging for the European public affairs programme during the German competition case, and joint announcements with the Uber and Ryanair teams. Grew the team to six, taking social from one person to four, and ran creator, influencer and UGC strategy alongside earned media.
Result
804 tracked placements over two years, 709 in European markets and 325 in tier-one titles, with coverage up 3,600% against the pre-function baseline. Recurring coverage in Die Welt, ZDF, La Repubblica, Il Sole 24 Ore, El Mundo, The Guardian, CNN, Bloomberg and Condé Nast Traveler. The journalist programme alone produced more than 100 feature articles and the data unit became a standing tier-one franchise.
- Placements
- 804
- European
- 709
- Tier one
- 325
- Markets
- 8
Case Study 02 · SportGo
StockholmEmbassies as the way into a market.
Problem
SportGo, a sports tech app, ran six weeks of World Cup public viewing parties in Stockholm. Every bar in the city was showing the same matches, so an app-branded screening gave a national newsroom no reason to cover it.
What I did
Oversaw the six-week programme and built it around the diplomatic community rather than the app: working with local embassies, each country's Ambassador was invited to kick off their own team's game day, turning a screening into an official moment with a named public figure and a clear hook for a specific day.
Ran outreach and coordination with embassy press and cultural staff, aligned protocol and scheduling to the match calendar, and sequenced the media approach so the right outlet was matched to the right game day.
Result
The Mexican Ambassador to Sweden on TV4 news, two Swedish public radio interviews and three event listings: national broadcast and radio coverage for a small-app activation, earned through stakeholders rather than the product.
Case Study 03 · AG1 by Athletic Greens
Credibility as the differentiator in a crowded category.
Problem
To press and consumers, AG1 was another green supplement in a category full of them, with no reason for a health or business desk to treat it differently.
What I did
Built a scientific advisory board so the product had expert voices and research credibility behind it rather than marketing claims alone.
Led with influencers alongside the earned media programme, so the science and the cultural conversation reinforced each other rather than running in separate silos.
Result
Over 50 pieces of press a month, including three New York Times stories and placements in Bloomberg, CNBC and on the TODAY show.
Case Study 04 · Teva
Moving a heritage outdoor brand into lifestyle.
Problem
Teva was a heritage sandal brand associated with the outdoors and rugged hiking. The brand wanted to be positioned in lifestyle instead.
What I did
Started collaborations with top fashion and lifestyle brands, including Stance socks, Outdoor Voices, New York Fashion Week staples Anna Sui and Christian Cowan, and Cotopaxi.
Started partnerships with lifestyle influencers, including street style and fashion icons.
Result
Teva made headlines across Glamour, Allure and Harper's Bazaar, and was named by Vogue "shoe of the summer".