Project 1: Sponsorships (FM)
Rory McIlroy
Following FM's partnership with golf icon Rory McIlroy, I led a global social media strategy that capitalized on one of the most significant periods of his career, culminating in a career Grand Slam victory. Through timely storytelling tied to tentpole moments, including the Masters and Ryder Cup, I connected FM's brand values of resilience, preparation, and performance to the pursuit of excellence demonstrated by the world's top athletes. The result was a high-impact campaign that elevated brand visibility, strengthened audience engagement, and positioned FM within broader conversations around achievement and leadership.
Megan Khang
FM’s partnership with professional golfer Megan Khang represented the company’s first sponsorship of a professional athlete and an opportunity to showcase the brand through a more personal, relatable lens. I developed and executed a social media strategy that combined tournament coverage, behind-the-scenes content, photography, and real-time storytelling to highlight Khang’s and FM’s shared values of discipline, preparation, resilience, and performance. Anchored by the FM Championship and other key moments throughout the season, the campaign increased brand awareness and helped FM connect with audiences in an authentic and engaging way, driving measurable results in engagement, reach, and conversions.
LPGA Tour
FM’s partnership with the LPGA Tour created an opportunity to elevate brand visibility through one of the fastest-growing platforms in women’s sports. I helped shape the digital storytelling strategy behind the FM Championship and FM’s LPGA broadcast partnership, using social media, photography, and live event storytelling to build momentum, deepen engagement, and amplify key brand messages. Social content played an important role in helping establish the FM Championship in year one and expand its impact in year two, when it was voted Tournament of the Year by LPGA players..
