Featured Projects
ABC Kids Expo Booth & Activation
Bringing a new Bugaboo product story to life through a large-scale retail and industry activation.
My Role:
Brand Marketing Manager, North America
Overview
In partnership with the COO and VP of Sales, I led the North American strategy and execution for Bugaboo’s presence at ABC Kids Expo, overseeing the concept, messaging, and activation for the booth.
Working with global brand, PR, design, and sales teams, I planned and executed the entire experience within a 45-day timeline. Because the booth was designed to reflect Bugaboo’s upcoming brand campaign, I partnered closely with our HQ creative team in Amsterdam to expedite new campaign photography and visual identity assets that were still in development. These elements were incorporated across the booth environment, digital screens, and retailer-facing collateral to ensure the experience reflected the brand’s evolving creative direction while introducing the product to retailers and press.
• Trade show strategy
• Product launch strategy
• Retailer engagement
• Competitive market response
• Experiential marketing
• Booth concept & activation
• Go-to-market acceleration
• Cross-functional collaboration
• PR & media preview
• Brand storytelling
Opportunity
Two months before ABC Kids Expo, we made the decision to exhibit after learning that a major competitor planned to introduce the second generation of a product in the same category we were preparing to launch later that fall.
Rather than wait for our scheduled September launch, we saw an opportunity to get ahead of the conversation with retailers and media. By previewing the product at the industry’s largest juvenile trade show, we could generate early awareness, give key retailers the opportunity to place pre-orders, and position Bugaboo as a leader in the category.
This was also a particularly meaningful launch for the brand. The product had been developed specifically for the North American market, making it the first time Bugaboo created a product tailored solely for this region.
Impact
Accelerated retailers’ product awareness ahead of launch
By introducing the product at ABC Kids Expo months before its official release, we generated early visibility with key retailers and media, ensuring the product entered the market with existing awareness and anticipation.
Strengthened retailer relationships and early demand
The preview created an opportunity for retailers to see the product firsthand and place early pre-orders, helping Bugaboo secure initial distribution and reinforce its position as a category leader.
Positioned Bugaboo competitively within a fast-moving category
Exhibiting at the show allowed Bugaboo to remain top of mind with buyers and press at a moment when a key competitor was preparing a similar launch, ensuring the brand maintained visibility and authority within the category.
Delivered a full brand activation on an accelerated timeline
From concept to execution, the entire booth experience was developed and launched within 45 days, requiring rapid cross-functional coordination across global brand, design, PR, and sales teams.
Kangaroo Launch Event
Launching Bugaboo’s first single-to-double stroller through a social-first media activation.
My Role:
Brand Marketing Manager, North America
Overview
Following the early retail preview at ABC Kids Expo, we hosted a social-first experiential pop-up to further introduce Bugaboo Kangaroo, the brand’s first single-to-double stroller, ahead of its official launch. The event brought together media, influencers, and parents for an immersive product experience that highlighted Kangaroo’s modular design and versatility for growing families.
I led the North American planning and execution of the event, partnering closely with our creative agency, social manager, and Bugaboo’s global brand team in Amsterdam to bring the concept to life. From shaping the product story and on-site experience to coordinating cross-functional teams across PR, retail, and marketing, I translated the Kangaroo launch narrative into a physical environment designed to drive social sharing, press visibility, and meaningful first impressions with key audiences.
• Experiential marketing
• Product launch strategy
• Brand activation
• Influencer & media engagement
• PR agency collaboration
• Social-first content strategy
• Integrated global launch plannig
• Cross-functional collaboration
• Brand storytelling
Opportunity
Kangaroo represented a significant milestone for Bugaboo. It was the brand’s first stroller designed to transition from a single to a double configuration, expanding Bugaboo’s offering for growing families and entering a highly competitive category.
Ahead of the official launch, we identified an opportunity to build early awareness and give media, influencers, and parents a first look at the product through a physical experience. The goal was to introduce Kangaroo in a way that balanced product education with shareable moments, allowing guests to understand the stroller’s functionality while naturally creating social content that would extend the reach of the event beyond the room.
The pop-up also allowed our team to align PR, influencer engagement, and retail storytelling ahead of the broader go-to-market rollout.
Impact
Generated early awareness and conversation
The event created organic buzz across social channels, with media, influencers, and parents sharing their first impressions of Kangaroo ahead of the official launch.
Delivered hands-on product education
Guests were able to test the stroller firsthand, allowing them to experience the modular design and Bugaboo’s signature smooth ride. Feeling the difference in person helped bring the product story to life in a way static marketing assets cannot.
Built momentum ahead of the broader launch campaign
The activation helped seed early visibility for Kangaroo across PR and social channels, supporting the upcoming go-to-market rollout and reinforcing Bugaboo’s reputation for thoughtful design and innovation.
25th Anniversary Campaign
Evolving Bugaboo, a legacy brand, through a milestone campaign and North American brand refresh.
My Role:
Brand Marketing Manager, North America
Overview
To mark Bugaboo’s 25th anniversary, the North American team launched a campaign celebrating the brand’s legacy of design-led innovation while reintroducing Bugaboo to a new generation of parents. The initiative coincided with the upcoming launch of the Bugaboo Kangaroo stroller and served as a key moment to evolve the brand’s storytelling and visual identity in North America.
• Global brand strategy
• Brand positioning
• Brand activation
• Integrated campaign development
• Visual identity development
• Agency partnership
• Multi-channel campaign execution
• Brand storytelling
Opportunity
As competition increased in the premium stroller market, Bugaboo needed to reaffirm its leadership while ensuring the brand felt culturally relevant to today’s parents. The anniversary campaign created an opportunity to celebrate the brand’s heritage while modernizing its expression and building a campaign framework that could scale across channels and support future launches.
Impact
The campaign launched across retail, e-commerce, digital, and owned channels, driving strong consumer engagement and record pre-sales around the Kangaroo launch. The visual system and campaign assets were later adopted by multiple global markets, extending the work’s impact and helping reinforce a more unified global brand expression.