Project 2: Sponsorships
Rory McILroy
FM partnered with Rory McIlroy just months before he became one of only six golfers in history to complete the career Grand Slam—joining icons like Tiger Woods and Jack Nicklaus. I developed organic social media strategies that transformed a high-profile sponsorship into a meaningful brand storytelling platform, using tentpole moments—including the Ryder Cup and Masters—to connect FM’s focus on resilience, preparation, and performance with the mindset behind elite achievement. The campaign helped elevate brand awareness and position FM within culturally relevant moments that extended far beyond the insurance industry.
Megan Khang
FM’s partnership with Megan Khang marked the company’s first sponsorship of a professional athlete, creating an opportunity to introduce a more human, personality-driven dimension to the brand. As FM’s social media manager, I helped develop an organic social strategy that used key golf moments, behind-the-scenes storytelling, and event coverage to connect Khang’s discipline, consistency, and preparation with FM’s focus on resilience and performance. Through social content, photography, and real-time storytelling—including activations surrounding the LPGA and the FM Championship—the campaign helped build brand awareness while strengthening FM’s connection to new audiences through authentic, purpose-driven storytelling.
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..
