At The North Face, a global leader in outdoor performance and innovation, Allie led the global go-to-market launch of VECTIV, the brand’s groundbreaking trail running footwear line engineered with cutting-edge plate technology. She partnered across Product, Creative, and Merchandising teams to define the campaign strategy, craft the consumer positioning, and align the global brand narrative around innovation and athlete-driven credibility.

Allie secured cross-functional and executive buy-in for the launch roadmap, then collaborated with regional marketing partners to adapt creative toolkits for both retail and wholesale accounts, ensuring consistent storytelling across digital, in-store, and event activations. She worked closely with The North Face’s elite trail athletes to capture authentic performance content and bring the campaign to life through owned channels and global brand moments.

The result was a fully integrated, multi-channel launch that established The North Face as a serious player in trail running. The campaign drove strong engagement across global markets, expanded brand presence in the performance footwear category, and reinforced The North Face’s reputation for innovation built from the ground up — tested by athletes, trusted by consumers, and designed to move the world forward.

At ADT Security, one of the nation’s most trusted home safety brands, Allie spearheaded the “Safe at Home” community initiative: a cross-channel content campaign designed to help families feel secure, connected, and supported during the pandemic.

She developed and executed the full digital strategy, managing Instagram, Facebook, Pinterest, Twitter, and ADT’s blog to deliver consistent, value-driven content at a time when “home” meant everything. Allie created the content calendar, wrote all copy, briefed the creative team on supplemental visuals, and optimized performance through ongoing SEO and engagement insights.

Over the course of nine months, she published 6–10 pieces of content per week, blending educational safety tips with lifestyle storytelling that resonated deeply with ADT’s audience. The result was a thriving digital community that grew by 10,000+ followers, achieved record engagement across platforms, and positioned ADT as a brand that not only protects homes, but understands the people inside them. This work won a Shorty Award.