Brand Strategy for SAP

Brand strategy for SAP, the “anti-gel” endurance-gel company. Partnering with the founder from early R&D through launch, I helped shape not just the brand, but the product story itself — positioning SAP around it’s challenger status in the gel industry as all-natural fuel with a simple ingredient profile, delicious taste, and low GI-load for endurance athletes. From there, we built a go-to-market strategy across community, strategic wholesale, e-commerce, and awareness; created a communications framework to guide content and storytelling; and supported brand awareness through signature activations (the SAP Pancake Party popped-up with cafe partners in the UK to introduce the product) . I also developed a social strategy rooted in authentic creator relationships in the endurance space and advised on scaling SAP’s event series, maximizing impact through merch, content, partnerships, and community growth.