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Dwayne Johnson

brand partnerships.

Leading brand partnerships and promotions for Dwayne Johnson's Seven Bucks Productions, I have been instrumental in leading consumer engagement by strategically building scalable programs around the brands within his portfolio, specifically negotiating and developing revenue and press generating strategies across Dwayne Johnson’s worldwide TV, film and consumer product enterprises, evangelizing initiatives to his 400M global social followers. Additionally, I am the point person to studio Consumer Products teams in the development of style guide assets to include talent photography, illustrated character art and toy sculpts. 

My Achievements Include:

  • Through healthy collaboration with NBC and the NFL, I brokered DJ's integration into Super Bowl LVI and the Winter Olympic Games on NBC in exchange for significant ad time for ZOA Energy. ROI has been noteworthy--$7.2M in linear media value (Olympics) and $5.4M linear media value (Super Bowl) for the brand, as well as, marked spike in sales rooted in on-air hit times, consumer & trade earned media, significant opportunity for ZOA's distribution efforts. 

  • Successfully launched new product, ZOA+, breaking sales expectations for the new brand. I worked across teams at exclusive retailer, GNC, ecomm partners and executive leadership on go-to market positioning, key visuals, social strategy, and supporting creative content.

  • I led DJ's development of Amazon's 'Deal of the Day' shattering sales records for category brands. In one day, ZOA sold $1.6M in sales doubling the average DOTD brand sales. ZOA Energy is ranked #4 Best Seller in the entire Energy Drink category.

  • In July 2021, I developed DJ's integration into 2020 Tokyo Olympics on NBC working closely with the network on talent agreement terms, script development, special shoot with DJ, post production of three in-program segments leveraged in exchange for gratis placements for ZOA commercial ad units during the Olympics.

  • Anchored in Disney Jungle Cruise Premiere, I negotiated and developed a monumental moment with our partners at Disney for DJ's tequila brand, Teremana, in support of its new initiative--Mana Mobile--garnering impactful earned media and brand awareness at the happiest place on earth.

  • Forged a new revenue stream via DJ's partnership with Acorns ‘It Begins With $7 Bucks’ launch campaign. Also, I successfully negotiated the brand's support of a linear buy during the premiere of Young Rock on NBC--a first for both Acorns and Seven Bucks Productions!

  • When XBOX approached Seven Bucks with an opportunity for DJ to give away the first XBOX Series X, I seized the moment to leverage support for our future ZOA launch. I went on to conceive & negotiate an XBOX partnership valued at $1.7MM to launch DJ's new energy drink, ZOA, to gamers, generating a surge in sales via 50% online traffic to site in 24 hours and significant earned media.

  • After being connected to our contacts at ESPN, I was able to leverage first-ever TV ads for DJ's Teremana tequila brand equating to over $4MM in free advertising.

  • I negotiated and developed first-ever, record breaking audioliner Spotify playlist, Dwayne Johnson’s Progress Workout Playlist  and Dwayne Johnson's Iron Paradise Tour Playlist to launch according Project Rock Progress apparel lines.

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