The Challenge

When sustainability became a strategic priority at Salomon, the outdoor industry was facing a wave of consumer skepticism toward corporate sustainability claims. Audiences had grown wary of polished campaigns that promised more than they proved. Another traditional marketing campaign risked damaging the brand's credibility.

The Opportunity

Rather than telling consumers what Salomon was doing for the planet, we had the opportunity to show them through real people, real products, and real innovation already happening inside the company. Done right, sustainability wouldn't just be a message. It would become a long-term, trust-building platform for the brand.

My Role

• Owned the sustainability marketing communications strategy end-to-end

• Determined optimum brand channels and overall brand “value” of each story

• Led global agencies and cross-functional teams across product, brand, sustainability and R&D

• Member of the Brand Leadership Team and Sustainability Task Force

My Approach

I believed trust would be earned through a steady drip of honest, authentic, consistent storytelling rather than marketing claims.That shaped every decision that followed, from format to channel to cadence to who told the stories. I recommended we start small and earn credibility before scaling, resisting the instinct to launch with a big, splashy campaign. Instead of a one-off marketing push, we built a long-term storytelling platform using fact-based stories that were already happening inside the business, but to that point were untold.

Execution

• Developed Salomon's sustainability communications strategy from the ground up

• Wrote and shaped the editorial themes behind each story

• Created and hosted a dedicated YouTube series spotlighting the people and innovation behind the brand's sustainability work

• Drove global PR efforts to promote

• Partnered closely with product, sustainability, and R&D teams to source authentic material

• Represented the brand as a guest speaker on the topic of sustainability communications at industry conferences and on podcasts

• Integrated sustainability messaging into Salomon's broader brand communications rather than isolating it as a side initiative

Results & Impact

• Sustainability became an established, ongoing communications platform rather than a one-time campaign

• The series and accompanying campaign films helped generate 1M+ YouTube views for Salomon's sustainability and product storytelling

• Strengthened internal alignment across product, sustainability and marketing teams

• Elevated Salomon's credibility and visibility as a sustainability-minded brand within the outdoor and running industry