Selected Work

Campaigns & Projects

13+ years building outdoor and lifestyle brands. All XTERRA content shown was created during tenure as Global Digital Marketing Manager (2022–2026). Photography and video produced in collaboration with XTERRA's media partners.

01

Brand Strategy | Content Architecture | Multi-Channel

XTERRA Global Brand — Lifestyle & Community Strategy

Global Channels · 2022–2026

XTERRA is the world's leading off-road triathlon and trail run organization. As global content and social media lead within a six-person marketing team, I managed an ecosystem of 12+ international accounts — each with a distinct editorial voice, audience, and purpose — while building a unified global brand identity rooted in outdoor lifestyle rather than race results.

The core strategic challenge was separating the brand from the event calendar. A global lifestyle brand can't live and die by race weekends — it needs to stand for something year-round. I worked within a four-pillar content architecture that kept @xterraplanet active and growing between events, while regional channels handled race-specific community engagement.

02

Brand Launch | Episodic Content | Multi-Channel

XTERRA World Cup — Launching a New Global Property

Global and Regional Channels · 2024–2026

The XTERRA World Cup was a new professional-tier racing circuit launched during my tenure — built from zero with no existing audience, no content library, and no established identity. I helped developed the content strategy, social presence, and editorial voice for the property while simultaneously managing the global brand and six other championship campaigns that coincided with the World Cup circuit.

The centerpiece was 'Beyond the Finish Line' — an episodic storytelling series following two athletes per episode through the World Cup season. Each episode was supported by a Story campaign using a deliberate channel strategy: @xterraplanet built the atmosphere and directed traffic, @xterraeurope delivered the race detail and community celebration.

Editorial strategy: XTERRA Global built the mood, told the athlete story, and directed traffic. XTERRA Regionals handled live updates, results, and event community. The global account never competed with the regional — it amplified it.

Short Track Finale Story sequence — @xterraplanet, September 2025. Brand-forward atmosphere content leading to a CTA directing the audience to @xterraeurope for live coverage. Six frames, one clear editorial arc.

World Cup finale — @xterraeurope. The regional channel delivered the result and community celebration the global channel intentionally stepped back from.

Beyond the Finish Line — episodic series Story frames

'Beyond the Finish Line' — episodic athlete storytelling series, September 2025. Place-led opening frames, personal narrative, and a Watch Now CTA drove viewers to YouTube episodes throughout the season.

03

C12 Championships | 6 Continents | Cross-Regional

12 Championships — Campaign Execution at Global Scale

All XTERRA accounts · 2022–2026

Running championship campaigns at XTERRA meant two completely different things happening simultaneously — and both had to be done well.

CHAMPIONSHIP LEVEL CAMPAIGNS

For XTERRA's major championship events — World, North America, South America, European, Asia-Pacific, Trail Run World, Trail Run regional championships, and Youth World and regional championships — campaigns began months before race day and built through a structured arc to race week. Each championship had its own editorial calendar, creative brief, and content plan that I developed and executed from XTERRA's Taiwan headquarters.

Onsite coverage was managed remotely — I coordinated a live coverage team on the ground through Google Meet, using a Story template and operational guidelines I created to ensure consistent quality and brand standards regardless of who was executing on location. For the World Cup Short Track finale and World Championship Full Distance, this extended to YouTube livestream coverage — with its own social assets, newsletter pushes, and real-time audience engagement across all channels.

EVENT CONTENT DELIVERABLES

Alongside championship campaigns, every XTERRA-licensed event globally — across all regions and tiers — was contractually entitled to a defined set of social and newsletter content. These Event Content Deliverables were a legal obligation tied to each race organizer's license agreement.

The number of posts per event was determined by license tier. Across a full season this meant managing deliverables for dozens of events simultaneously, coordinating with race directors across three continents and three time zones to gather assets, write copy, schedule content, and confirm delivery. This was systematic, operational, and non-negotiable — every event on the calendar had to be served regardless of what else was happening that week.

Championship campaign content across three events — XTERRA World Championship and Youth World Championship (Lago di Molveno, September 2025), XTERRA Asia-Pacific Championship (Dunsborough, Western Australia). Multi-month campaigns culminating in race week — global channel building atmosphere and narrative, regional channels delivering results and community celebration, managed simultaneously from XTERRA's Taiwan headquarters.

Event Content Deliverables — three regions, three voices, one global system. XTERRA Borneo Sarawak (Asia-Pacific), XTERRA Cabo (Americas), and XTERRA Portugal (Europe) — each post written and delivered as part of a contractual content obligation tied to the event's license tier. Every licensed XTERRA event globally received defined social and newsletter deliverables regardless of size or location. Coordinated with race directors across three continents, three time zones, every week of the season.

Both streams ran in parallel throughout the year. Championship campaigns demanded creative depth and strategic thinking over months. Event Content Deliverables demanded operational precision and consistency at scale. Managing both simultaneously — from a single remote position in Taiwan — was the actual job.

04

Brand Launch | Community | Next Generation

XTERRA Youth Tour — Building a New Global Property from Zero

Global and Regional Channels · 2024–2026

The XTERRA Youth Tour launched during my tenure — a multi-regional youth racing circuit with no existing audience, no content library, and no established identity. I built the editorial strategy, content voice, and social presence from the ground up, growing it across the season to the inaugural Youth World Championship.

The content strategy leaned into the Community and Exploration pillars — young athletes, family moments, and the joy of getting the next generation into nature and sport. A warmer, more inclusive tone than the elite racing content, future-focused rather than performance-driven.

The XTERRA Youth Tour across three regions — Asia-Pacific, Americas, and Europe. A property built from zero during my tenure, growing through its first full season to the inaugural Youth World Championship. Each regional channel told the story in its own voice; the global content strategy gave the Tour a consistent identity across all of them.

05

Brand Build | Founder | Community | Sustainable Tourism

Taiwan Adventure Outings — Building Taiwan's First Sustainable Adventure Travel Brand

Co-Founder & Director · Taiwan · 2016–2020

In 2016 there was no sustainable adventure travel company in Taiwan. A handful of small operations ran day hikes or high mountain treks, but nothing that offered the full range — custom itineraries, indigenous experiences, overnight treks, river tracing, wildlife night hikes, beach cleanups — and nothing that approached it with a genuine commitment to the places and communities involved. Taiwan Adventure Outings was built to fill that gap.

What we built:

Starting from zero with no budget, no license, and no roadmap, my co-founder and I built TAO into Taiwan's first sustainable adventure travel brand. I handled everything outside of trip leading — brand identity, all photography, content strategy, social media, copywriting, B2B and B2C client relations, and custom itinerary design. I was also the primary guide on paid trips.

The experience offering was deliberately broad: day hikes, multi-day mountain treks, indigenous village homestays, river tracing, wildlife night hikes, camping, and beach and forest cleanups. We were the first operator in Taiwan to build environmental stewardship into the product itself — not as a marketing angle, but as a founding principle. We protected the places we played, and we platformed the indigenous communities whose land we were guests on.

The community:

Growth was entirely organic — built through Facebook, Instagram, and word of mouth. Our Facebook community group became the heart of TAO, growing to over 10,000 members who joined for free community trips and stayed for the culture, the photography, and the sense of belonging to something genuinely different in Taiwan's outdoor space.

We ran free community trips alongside paid experiences — the community was never just a marketing channel, it was the product. That approach built trust and loyalty that no advertising budget could have bought.

Results:

  • 10,000+ Facebook community members — grown entirely organically

  • Operated for four years serving B2C adventurers and select B2B clients including local schools and companies

  • Established TAO as the recognized name in English-language sustainable adventure travel in Taiwan

  • First operator in Taiwan to build environmental stewardship and indigenous community partnerships into the core product

All photography by Ryan Hevern. Taiwan Adventure Outings, 2016–2020.