Proven Results
Creative, smart, and well-executed ideas have been my hallmark.
Trophy Room:
A peek at what I do best.
Unknown product becomes global sport phenomenon and $100+M brand.
Pioneering brand ups its game in battling competition.
Small niche brand in need of differentiation becomes football MVP.
New corporate platform gains profits and unique brand synergy.
Tired image to 360-degree brand transformation doubles company value.
Unknown brand creates unique event and achieves national attention.
Brand leader garners street cred in both a new and an increasingly competitive market.
Mall property optimizes prime real estate and gains major marketing wins.
“
Mary Horwath and I have worked together at different stages of our careers with different companies for over 25 years and I am continually impressed by her clear and effective marketing thinking and expertise, which has been backed up by multiple successful brand and product launches.
-Jay, worked w/Mary @ Rollerblade, Shock Doctor and United Sports Brands
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A History of Results:
I’ve done it before & can do it for you.
McDavid
Tired image to 360-degree brand transformation doubles company value.
REBRANDING + PRODUCT STRATEGY: Led company-wide, end-to-end global rebranding of McDavid brand (30-year leader in sports medicine products) driving U.S. sales momentum by 20%. Streamlined and innovated approximately 30% of the product line into newer, more relevant and profitable offerings. Conceptualized new icon/wordmark, tagline, imagery and overhauled packaging, retail merchandising, sales collateral, and the McDavid digital and social media presence, attributing to the doubling of the company’s estimated value.Sled Dogs
Unknown brand creates unique event and achieves national attention.
START-UP + EXPERIENTIAL: As part of a fully integrated event strategy, a 20 foot “real snow mountain” was erected at Mall of America, garnering national awareness and consumer demand for Sled Dogs, a small, innovative sports brand. During my tenure with this promising start up, I was instrumental in raising over $10 million dollars in the company’s public offering.Shock Doctor
Brand leader garners street cred in both a new and an increasingly competitive market.
PARTNERSHIPS + COLLABORATIONS: As the official mouthguard of the NBA, played instrumental role in guiding Shock Doctor efforts to lead early stage adoption of mouthguard use in youth basketball, optimizing activation across all properties. Combated new competitors in crowded football market through a collaboration with renown custom footwear artist and a series of custom cool designs.Rollerblade
Unknown product becomes global sport phenomenon and $100+M brand.
CATEGORY/SPORT BUILDING: Repositioned Rollerblade as a new sport vs. a hockey training product and led the charge as the “Kleenex” of inline skating. Pioneered such strategies as Team Rollerblade, the first troop of pro skaters and the International Inline Skating Association, a newly formed governing body for the sport.Tiger Tail
Pioneering brand ups its game in battling competition.
INFLUENCERS + MULTI-CHANNEL STRATEGY: Conducted consumer study that uncovered key insights on channel and brand preferences in crowded muscle care category. Led sales-generating customer acquisition strategies while improving ECOM and UX performance. Helped to lay the foundation (and naming) of national start-up, accredited instructor/class program to further differentiate the brand. Developed social media strategy, leveraging influencers and brand ambassadors. Established content calendar, increasing posting of quality content by 5x across all platforms.Cutters Gloves
Small niche brand in need of differentiation becomes football MVP.
REBRANDING + ATHLETE PARTNERSHIPS: Reimagined dated image into a modern, football-centric glove brand that emphasized its proprietary grip technology. Negotiated multi-year ambassador and private label licensing program with NFL Super Bowl MVP Julian Edelman as a central element of Cutters branding, driving increased retail placement and revenue.United Sports Brands
New corporate platform gains profits and unique brand synergy.
PORTFOLIO BRANDING + TEAM BUILDING: Rolled-out newly formed platform of unique sporting goods brands (McDavid, Nathan, Shock Doctor, Cutters, XO Athletic) integrating into a single, central organization in under 12-months, resulting in optimized synergies and improved profits. Facilitated efficient use of marketing resources that optimized an economy of scale for all 5 brands. Operated as brand lead resulting in clear and distinctive brand stories with a 50% reduced spend.The Downtown Malls, Salt Lake City x VISA x Coca-Cola
Mall property optimizes prime real estate and gains major marketing wins.
SPONSORSHIPS: Created the first mall sponsorship program for The Downtown Malls, Salt Lake City, UT, generating over $500K of incremental revenue through 2-year agreements with VISA and Coca-Cola and a 2002 Winter Olympic tie-in with the U.S. Ski and Snowboard Team.