As part of Tough Mudder’s continued expansion as a leading global lifestyle brand, we made a decision to partner with licensees to deliver Tough Mudder events across the world.
As a key member of the International market expansion team, I was responsible for developing international market launch plans, identifying potential licensed partners, on-boarding of new licensee teams, providing on-going support and advice and delivering sales reporting and analysis to key stakeholders.
When launching in new markets, we activated a cross-channel marketing strategy tailored by local knowledge and consumer insights. This included activation across PR, Partnerships, paid media, social media, Influencers, and ATL media channels including TV, print, OOH and radio. Local knowledge and customer segments were identified, and products adapted to local markets including shorter distances, replacement of mud with sand for the desert, removal of alcohol, and brand positioning changes as relevant to appeal to local customers.
Within 2 years, we were able to launch Tough Mudder in more than 12 new International markets including New Zealand, China, Egypt, Mexico, South Africa, Indonesia (Bali), United Arab Emirates, Oman, Ireland and the Philippines.