As Global Brand Manager at Liv Cycling, I lead the brand's partnership with the Tour de France Femmes avec Zwift across 9 race stages and 8 international markets — overseeing creative strategy, campaign execution, and on-the-ground brand activation from brief to finish line. Now in its fourth year, the partnership has grown consistently in reach and commercial impact, most recently delivering 1B in earned media reach, a 260% YOY surge in web traffic, and 132% growth in overall campaign reach.

Each edition is built around a single brand narrative rooted in Liv's mission to get more women on bikes and activated through community rides, experiential events, and purpose-led storytelling that scales across markets. The commercial results follow the brand investment: activations have driven up to 1,812% growth in regional e-commerce revenue. This partnership sits at the intersection of brand strategy, sports marketing, and community building, executed at the pace of a live, nine-day international race.