EXOTEK3

Managing Director & Creative Lead — Sticky Agency The Context: ExoTek3 was launched into a saturated $12B outdoor market where credibility is earned through real-world performance, not marketing claims. Established competitors held decades of trust, creating a high barrier to entry for new brands. The Mandate: Create and launch a new outdoor lifestyle brand with authentic product validation as the primary differentiator, establishing immediate credibility and market relevance. The Work: Led the complete 0-to-market launch of ExoTek3, defining a go-to-market strategy centered on field-tested authenticity. Conducted competitive analysis to identify positioning opportunities, then developed a comprehensive brand strategy and identity system designed to resonate with serious outdoor enthusiasts. Directed a cross-functional team of 10 across brand, creative, production, and operations while managing a $400K production budget. Orchestrated a two-week expedition through Wyoming’s Backcountry Discovery Route as a strategic brand-building initiative, overseeing complex logistics, safety protocols, and multi-environment production. Integrated rigorous product testing and documentation into the brand narrative, generating verifiable proof points while producing a deep content library to support long-term, multi-channel marketing. The Outcome: Launched a differentiated outdoor brand anchored in authentic field validation, establishing credibility typically earned over years. Delivered a scalable brand foundation and content ecosystem that supported sustained marketing, early revenue generation, and long-term positioning in a highly competitive category.

Product Innovation, Brand Architecture & DTC Launch — ExoTek3
Cross-Industry Product & Brand Architecture
Market Positioning & Multimedia Brand Platform Development
Strategic Product Development & Direct-to-Consumer Platform Launch
Field Testing, On-Location Production & Campaign Direction
Product Education Platform & Performance Demonstration Content
Digital Go-To-Market Strategy & Ecommerce Infrastructure Across Consumer & Dealer Channels
Brand System Development, Advertising & Branded Apparel Design
Cinematic Brand Storytelling, Commercial Campaigns & Brand Identity
Digital Advertising Strategy, Online Campaigns & Performance Marketing
Cinematic Brand Storytelling, Commercial Campaigns & Brand Identity
Integrated Brand Platform Strategy, Campaign Architecture & Experiential Identity Systems
Product Marketing Architecture, Integrated Print Campaign Systems & Performance Strategy
Brand Positioning, Integrated Campaign Strategy & Lifestyle Content Direction
Product Positioning Architecture, Integrated Campaign Strategy & Performance Marketing Systems
Campaign Narrative Strategy, On-Location Production Leadership & Brand Platform Development
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