Merrell Inclusivity in the Outdoors Report
Jan 2021 - Dec 2023Jan
Supported the launch of Merrell’s first DEI-facing report, aligning consumer insight with internal metrics and marketing strategy. Advised internally on marketing strategy.
Served on Merrell’s Anti-Racism Advisory Board, supporting the development and release of their 2022 Inclusivity in the Outdoors report. The project focused on identifying and addressing barriers to equitable outdoor access through research, data analysis, and narrative strategy.
This campaign aligned with Merrell’s broader commitment to representation, anti-racism, and inclusive marketing in the outdoor industry.
Advised on strategic communications and anti-racist marketing approaches rooted in community-centered design
Designed and interpreted qualitative and quantitative community research tools, including focus groups and surveys
Analyzed demographic data and community insight to shape accessible and culturally responsive messaging
Supported campaign alignment with brand values, equity commitments, and measurable inclusivity goals
Contributed to public-facing materials and stakeholder reporting that translated findings into strategic direction
Collaborated with cross-functional teams to ensure authenticity and impact in content delivery and visual storytelling
