Key City Marketing

Global brands win or lose relevance city by city. The work was to build an operating approach for priority cities rather than a one-off campaign.

Treat each city as its own audience with its own cultural calendar — then invest where the brand could credibly participate, not merely advertise.

• City-level programming calendars built around cultural moments, not media flights.
• Local partnerships with venues, creators and community organisations.
• Experiences designed for sharing, with measurement tied back to market performance.

• Key city strategy
• Experiential and events leadership
• Partnership development
• Cross-functional program leadership
• Measurement and reporting

A repeatable city model that raised local relevance while holding to regional brand standards.