Integrated Marketing Campaigns
TRX Training
Context: As brand lead, I was tasked to reposition TRX from intimidating to inviting by reshaping perception among fitness enthusiasts—especially women—through disruptive, empowering storytelling to prove TRX is not only accessible, but a powerful addition to her fitness journey.
Strategy
Delivered innovative, human-led creative optimized for upper- and mid-funnel performance across contextually relevant platforms
Leveraged curated partners to balance reach with engagement, ensuring cost efficiency and precise audience targeting
Tapped into micro-influencers and real fitness journeys to gain credibility and drive authentic connection with new users
Impact
Reached 135M+ fitness enthusiasts across digital and social platforms
Delivered 200K+ sessions to the Let’s Move hub on trxtraining.com
Sustained weekly new user growth with measurable lift in engagement and time-on-page
