CASE STUDY: MARKETING DIRECTOR
SEAHOLM
AUTOMATIC WATCHES
MARKETING • DESIGN • BRAND DEVELOPMENT
WIDEN THE APERTURE
A high-end watch built for the outdoors was only speaking to fly-fishing. I opened it to the whole waterman world and built the system to scale it.
IMPACT
01
FOUNDATION DEVELOPMENT FOR GROWTH
Came in freelance and installed the guardrails, boilerplate, brand pillars, positioning, and what the brand stands for, the base every downstream effort is built on.
03
SURF CULTURE SEEDING
With no team riders or surf affiliation, I leveraged surf media partnership as a strategic first step, making the brand more than a watch advertiser buying space in the magazine.
02
APERTURE EXPANSION
A high-end watch sells wholesale, not DTC, touched, felt, and sold by a person. The fly-fishing world's retail footprint was too small, so I expanded the verticals to open enough quality doors to sell through.
03
MARKETING LEAD
As Marketing Director, I led the marketing function, building the brand foundations, go-to-market planning, and budgeting, then directing the advertising campaigns and a full website redesign that gave a runway to scale.
I came on with SEAHOLM Automatic Watches freelance, creating content to support their advertorial efforts. As the demand for my involvement grew, I was brought on to lead the marketing function as Marketing Director.
The brand was being marketed solely to the Outdoor Channel's fly-fishing world. I saw a real opportunity to align this high-end watch with a broader audience widening the aperture across other outdoor categories, testing sub-niches from spearfishing to saltwater fishing to surf, across a range of backdrops. The strategy was not to abandon foundation, rather double down content in fly-fishing and strategically expand into adjacent performance and culturally relevant cross-over markets.
From there I built the foundations: go-to-market planning, content development, asset aggregation, art direction, email, channel strategy, segmentation, and resource management. Much of the work was organization and scale, taking the existing seasonal timelines and budget and setting the business up with the structure and best practices to grow for years.
GO-TO-MARKET PLANNING/ BUDGETING
A calendarized operating system: seasons,
channels, products, and spend on one page.
BRAND FOUNDATION/ GUIDELINES
The positioning, voice, and visual
system everything downstream is
built on.
WEBSITE: REDESIGN • MANAGEMENT • INVENTORY • FUNCTIONALITY
A redesign mapped to the
full customer journey from
discovery to loyalty.
ADVERTORIAL: DIRECTION • PRODUCTION • DESIGN
The watch in its true environment,
built for extreme conditions,
shot where it lives.
Through a partnership on the advertorial side, The Surfer's Journal and SEAHOLM took it further, a special product release,the collaboration paired a custom TSJ-packaged, watertight aluminum SEAHOLM "Jacket" (with inset compass and first-aid capacity), a leather watch roll, an additional NATO strap, and a strap-change tool, available across SEAHOLM models, alongside a signed 40×66" print from SEAHOLM ambassador and photographer Hayden Richards.