Partnership Marketing 

Make no mistake, I am certifiably serious about writing.

But I can’t shake my passion for (and experience with) creating marketing partnerships. This can mean bringing brands with similar values together for mutual benefit. Sometimes they’re unlikely partners – rock radio and the ballet, for example – but uncovering shared interests is where the magic lives.

The same goes for a sponsorship marketing strategy in sports, music, lifestyle, or entertainment. This is a creative, strategic, and intuitive skill that I enjoy using to help my clients.

The Trinity of “Win-Win”

Everyone wins when we remember that the third leg of a partnership triangle is always the consumer or fan who is common to each brand. 

Solving the equation that brings the trinity together is what I do:

shared interests = 

consumer + brand 1 + brand 2

Your partnership must be authentic for the consumer to believe it’s worthy of engagement. What you do to leverage the partnership for your consumer is critical. Along with some negotiation skills.

I can help. 

Hire me if: 

• Your brand needs a partner and/or cause that helps you reach specific business goals
• You’re sponsoring a big event and would like the investment reviewed
• You need sponsorship leverage ideas that reach sales, marketing, CSR, and/or ESG goals
• You are hosting an event and would like a point of view on your sponsorship assets
• You are hosting an event and need activation ideas for your sponsors

Street Cred

I don’t mean to name drop – I’m hoping this will help you understand what I’ve done and how I can do it for you!  

Advertising and marketing agencies have hired me to create and evaluate partnerships for companies like Virgin Atlantic Airways, SoBe beverages, Unilever brands, Allegra allergy medicine, and the National BEEF Council.

Many of these partnerships were developed to incentivize incremental sales volume and favorable sentiment among key stakeholders like national retailers (for CPG brands), travel agents (for Virgin), and cable operators (for HBO).

I’ve established multi-cultural media partnerships for Latine, Black, Asian, and LGBTQ+ audiences for World Baseball Classic, Absolut vodka, and Virgin Atlantic Airways, respectively. 

In full-time roles (15+ years) I’ve represented media and sports properties creating partnership packages for companies, local to global.  

As head of Corporate Partnerships for Connecticut Open tennis, I developed sponsorships and maximized ROI through on-court, TV, hospitality, grounds, and on/off-site activations.

Sample sponsors: Emirates Airlines, United Technologies, American Express, Aetna, Yale, ShopRite, Connecticut Tourism, USTA New England, and lots of banks, broker-dealers, investment companies, and financial advisors!

Please connect if you have questions – I don’t charge for a 30-minute call and I would love to use my skill and passion to help you.