As a strategist at The Marketing Arm, I worked exclusively on the Goodyear account, leading the development of a cohesive social media strategy for North America. My focus was on amplifying Goodyear’s presence across key sports partnerships—including the NBA, NCAA, NASCAR, and NHRA—while also reinforcing the brand’s commitment to innovation and its heritage within the automotive and racing industries.
I built and managed monthly content calendars, ensuring alignment with brand pillars and cultural moments, and led a team of art directors and copywriters in the creation of platform-native content. In addition to strategic oversight, I contributed directly to writing and design when needed—balancing big-picture thinking with hands-on execution.
My role required close collaboration with Goodyear’s internal teams and agency partners, as well as regular presentations to senior marketing leadership. Through this work, I helped shape a more dynamic and unified brand voice—one that honored Goodyear’s legacy while pushing its storytelling into new and relevant spaces.
For the 2018 Cotton Bowl, Goodyear was looking to create a memorable fan experience that would build brand affinity and bring their legacy of aerial sports coverage into a new, more dynamic format. I proposed a first-of-its-kind idea: take Goodyear’s underutilized mini Blimp and transform it into a live broadcasting tool.
By mounting a GoPro to the mini Blimp and streaming its flight in real time on Facebook, we brought Goodyear’s signature aerial perspective indoors for the very first time. The activation gave fans a unique, behind-the-scenes view of the halftime show from inside AT&T Stadium—something never before seen on Goodyear’s social channels.
The project delivered on multiple fronts: it engaged audiences in real time, extended Goodyear’s brand voice into digital spaces, and showcased the company’s commitment to innovation in a simple, unexpected way. It was a fresh take on a familiar icon—and a reminder that great ideas don’t always have to be at 30,000 feet to fly.
As a continuation of Goodyear’s presence at the 83rd Cotton Bowl Classic, I helped develop and produce a content piece featuring acclaimed tire sculptor Blake McFarland. The film spotlighted Blake’s process as he repurposed Goodyear tires into detailed works of art—each sculpture symbolizing the grit, determination, and craftsmanship shared by athletes and the brand alike.
This activation extended Goodyear’s storytelling beyond the game itself, creating a visually compelling expression of performance and perseverance. It offered fans a fresh perspective on the brand, blending sports, art, and innovation into a memorable moment of cultural connection.
As Goodyear’s partnership with the Cleveland Cavaliers deepened during the 2018 NBA season—marking their debut as the team’s official jersey sponsor—we saw an opportunity to tell a story that reached far beyond the court. To move forward, we looked back.
We revisited the legacy of the Akron Goodyear Wingfoots, the company’s original basketball team founded by factory workers in 1918. The Wingfoots weren’t just a team—they were a symbol of drive, discipline, and Goodyear’s long-standing relationship with sport. They went on to win the inaugural NBL championship and helped lay the groundwork for the modern NBA.
I helped concept and develop a campaign that honored this history while giving it a fresh cultural presence. At the heart of it was the creation of official throwback Wingfoots jerseys, a tangible tribute to the team’s legacy. The activation reconnected Goodyear’s deep roots in basketball with its modern partnership with the Cavaliers—bridging a century of shared values, regional pride, and relentless pursuit.
It was a story of legacy reframed for a new generation, and a meaningful way to activate a jersey sponsorship by tying it to something more enduring than logos—identity, history, and the spirit of the game.
