CONVERSE CSR STRATEGY

Brand Strategy & Marketing Communications

OBJECTIVE: Create an enduring and comprehensive CSR strategy for Converse, an iconic brand with global relevance.

MY ROLE: Content & Brand Strategist

• Defined the appropriate causes for Converse to stand for, including the mission, approach, principles, and consumer-facing rallying cry: #YestoAll

• Planned internal program implementation and external roll-out

• Conducted 4-month market and consumer research phase

• Collaborated with CMO, VP of Global Communications, and Sustainability & Community Impact teams