Led strategy and execution for the second installment of Liv's global brand platform, Liv Committed, evolving the campaign to deepen brand affinity and expand global visibility across 50+ countries.

The strategic approach centered on authentic representation, deliberately integrating Liv staff, athletes, ambassadors, and sponsorship properties to reflect multiple portrayals of women in cycling. This included partnership with the inaugural Tour de France Femmes avec Zwift, anchoring the campaign to a landmark cultural moment for women's sport.

Delivered against a modest media budget while achieving measurable commercial impact in the first 30 days: 4.5M women reached, 82K site visits driven, $114K in revenue, and a 2.3x ROAS. Four years on, the campaign hero video has surpassed 1 million YouTube views — a signal of earned resonance beyond paid distribution.