EASTERN MOUNTAIN SPORTS

Global Creative Director — GoDigital Media Group The Context: A 60-year heritage outdoor brand had lost market relevance while the parent organization struggled with fragmented creative operations across 10 international subsidiaries. Disconnected workflows, inconsistent brand execution, and rising inefficiencies were limiting growth in a highly competitive global market. The Mandate: Audit the organization, unify global creative operations, and lead the strategic repositioning of Eastern Mountain Sports while supporting portfolio-wide transformation. The Work: Conducted a comprehensive operational audit across subsidiaries in the U.S., Mexico, Colombia, Sri Lanka, and Japan, identifying systemic inefficiencies and misalignment. Designed and implemented a centralized global creative operating model, aligning teams, workflows, and standards across Eastern Mountain Sports, BOB’s Stores, YogaWorks, and additional portfolio brands. In parallel, led the complete brand revitalization of Eastern Mountain Sports — spanning positioning, visual identity, e-commerce transformation, and multi-channel campaigns — reconnecting the brand with modern outdoor consumers. The Outcome: Reduced production costs by ~15% through centralized systems while increasing digital engagement by ~35%, improving speed-to-market and establishing a scalable foundation for sustained growth after 60 years in market.