Allbirds | Lead Producer | Product Launch Activations
I partnered with the Allbirds marketing team as a lead producer (contract) for two early-stage product launches: the brand’s first flip flop, the Sugar Zeffer, and the launch of Allbirds socks. Across both initiatives, I supported strategy development and execution for customer-facing activations designed to introduce new product categories while reinforcing Allbirds’ sustainability-first brand ethos.
For the Sugar Zeffer launch, I produced a series of retail activation events in Austin, Chicago, Toronto, and New York, supporting experiences for more than 900 customers and coordinating on-the-ground execution of a retail pop up experience across multiple cities. Later, I helped shape the sock launch strategy by identifying and managing a curated group of brand-aligned partners, ensuring the announcement felt authentic, community-driven, and consistent with Allbirds’ voice.
These launch activations were hands-on, and execution-focused balancing logistics, partner coordination, and brand storytelling to deliver cohesive product introductions across retail and marketing channels.
