EXOTEK3

The Challenge: Launch a new outdoor lifestyle brand in a saturated $12B market where authenticity and real-world product validation are critical to credibility—requiring strategic market positioning, comprehensive brand development, and complex field production logistics to establish differentiation against established competitors with decades of market presence. My Role: Managing Director & Creative Lead, Sticky Agency What I Did: Led complete 0-to-market launch of ExoTek3, developing a go-to-market strategy that leveraged authentic field testing as a core brand differentiator in a crowded outdoor market. Managed a cross-functional team of 10 (brand strategists, designers, videographers, product specialists, operations leads) and a $400K production budget through strategic brand development and tactical execution. Conducted competitive market analysis to identify positioning opportunities, then developed a comprehensive brand strategy and visual identity system designed to resonate with serious outdoor enthusiasts seeking genuine product credibility. Directed ambitious 2-week expedition through Wyoming's Backcountry Discovery Route as strategic brand-building initiative—managing complex production logistics, safety protocols, and content capture across extreme and remote environments (snow, rivers, mountains, deserts). Coordinated rigorous product testing protocols that generated data-driven insights and authentic proof points while producing 100+ hours of lifestyle footage for a multi-channel marketing roadmap. The Impact: Successfully launched a distinctive outdoor brand backed by authentic field-tested credentials that differentiated ExoTek3 in a saturated market. Delivered a comprehensive content library and strategic positioning that fueled sustained marketing campaigns and resonated with the target audience of credibility-focused outdoor enthusiasts. Generated sales through authenticity-driven market positioning that prioritized genuine product validation over traditional marketing approaches, establishing brand credibility that typically requires years to build organically. Leadership & Scale: Managed team of 10 across brand strategy, creative, production, and logistics | Directed $200K budget spanning brand development and field production | Led complex 2-week expedition in remote Wyoming backcountry | Developed complete brand from strategic concept to market launch | Coordinated safety management and production logistics in extreme environments Key Deliverables: Go-to-market strategy & competitive market analysis | Brand strategy & visual identity system | Complex field expedition production & safety management | Authentic product testing & validation protocols | 100+ hours lifestyle photography & videography library | E-commerce website & digital infrastructure | Multi-channel print & digital campaigns | 18-month marketing content roadmap