MAKING SALOMON
LESS OF A SECRET BRAND
The Challenge
During my interview process at Salomon, the CEO said something that stuck with me: “Salomon is a secret brand. We need to be less of a secret.”
That single sentence became the edict that shaped much of my time at the company.
The Opportunity
Salomon wasn't short on great stories. In fact, it was full of them. Athletes, product innovation, sustainability work, the people behind the scenes. The challenge wasn't creating more marketing. It was uncovering and telling authentic stories that already existed inside the business that had never been told. As a former journalist, this has always been a superpower of mine.
My Role
Built and led Salomon's storytelling and earned media strategy, defining storylines, selecting distribution and delivering assets
Partnered with product teams, sustainability experts, athletes, and employees across regions and departments
Led a global network of marketing communications agencies, including the RFP and onboarding of a global agency in London
Managed a global freelance and content network to source stories
My Approach
Shifted the team's focus to look beyond the product itself and inside the business for material worth sharing. That meant building relationships with employees, athletes, product experts and teams around the world who had stories nobody had thought to tell.
Execution
Launched a consumer-facing “Inside Salomon” blog and Youtube series to share behind-the-scenes content where employees and innovation were the heroes
Implemented the practice of using employees and athletes to tell credible product creation stories in their own voices
Surfaced product innovation and sustainability stories for owned and earned channels
Pitched and secured mainstream and industry media coverage
Built a richer content ecosystem spanning owned, earned and third-party media
Results & Impact
Grew Salomon's earned media reach from 8B to 91B during this period
Male/Female ration went from 35% women/65% men to 50/50 between 2020-2025
Consumer database tripled and E-commerce traffic doubled from 2020-2025
Social media followers tripled from 2020-2025
Drove increased SEO results through improved website content and more frequent YouTube features
Helped build and scale Salomon's global communications function, including developing an operational successor
Produced more authentic, story-driven content than the brand had published before (approximately 40 web articles/videos per year)
Strengthened employee engagement and pride by giving their stories a platform
Increased the volume of storytelling opportunities flowing into the brand's content pipeline, aiding SEO efforts on brand website
