KEEN Under the Hood
What a decade inside a purpose-driven brand taught me about marketing, movement, and meaning.
When I joined KEEN Footwear in 2005, the company was still in its early chapters—but already buzzing with energy, vision, and a deep commitment to doing things differently. I came on board as Marketing Generalist, tasked with helping get our boots and sandals on the ground—literally and figuratively. What I didn’t know then was that this role would spark an 11-year journey through nearly every facet of brand building: from field marketing in retail environments and community partnerships to philanthropy, campaign strategy, and ultimately leading the global brand team.
KEEN was never just a footwear company. It was a mission-driven organization from day one, and that sense of purpose was embedded in everything we did—from the products we designed to the stories we told and the causes we championed.
Over the years, I moved into roles like Field Services Manager and Corporate Giving Manager, gaining a holistic view of how community, retail, and social impact could live in harmony under a single brand. Eventually, I stepped into the role of Marketing Director – Brand, where I had the honor of leading some of KEEN’s most iconic initiatives.
Lessons from the Inside
My time at KEEN taught me that brand building isn’t just about visuals and messaging—it’s about deep alignment between what a company says and what it does. We didn’t have to manufacture a mission. We lived it. And that authenticity was our greatest marketing asset.
I also learned the power of cross-functional collaboration—how the best campaigns come from marketing working hand-in-hand with product, customer service, HR, and community teams. When everyone understands the brand’s purpose, they become part of the story.
And perhaps most importantly, KEEN helped shape my own philosophy as a marketing leader: that when done with intention, marketing can move people, mobilize communities, and create change far beyond the checkout line.
Brand with Backbone: Campaigns That Mattered
Among the most meaningful projects I worked on were:
The STAND Campaign
A call to action built around the idea that standing for something—social justice, environmental health, equity—was just as important as what you were standing in. This campaign helped root our marketing in shared values and amplified our partnerships with changemakers on the ground.
Hybrid.Pedal Ride for the Conservation Alliance
This cross-country bike ride was more than a stunt—it was a grassroots movement. We pedaled from KEEN’s Portland Oregon HQ to the Salt Lake City Outdoor Retailer Show, highlighting the wild spaces along our route, and the groups working to protect them. We translated the journey into a documentary film and marketing story that expanded the reach of our message to a national audience. It was marketing, advocacy, and community engagement all rolled into one—and a reminder that storytelling can happen far outside a screen.
Recess is Back
In a world increasingly dominated by hustle culture and digital overload, Recess is Back reminded people of the joy and necessity of taking a break—and getting outside. This campaign was a celebration of unstructured time, fresh air, and everyday adventure. We activated it across social, retail, and event channels, encouraging people of all ages to step out from behind their screen and reclaim time outside as a step towards a healthier lifestyle. It wasn’t just a clever tagline—it was a reflection of KEEN’s belief in balance, well-being, and the idea that fun should never be a footnote.
#LiveMonumental
Perhaps the most visible of KEEN’s brand activations, #LiveMonumental was a multi-year campaign to advocate for the protection of public lands across the U.S. We traveled in a bright yellow RV, gathered stories, garnered support from outdoor enthusiasts across the country, and lobbied directly for change. The campaign culminated in the successful designation of 3 new national monuments—proof that when brand values and action align, real impact follows.
Why It Matters Now
The work I led at KEEN shaped the way I approach marketing leadership today—especially in how I help growing brands build structure around purpose. Whether it's aligning teams under a shared vision, managing agency relationships, or driving a clear go-to-market plan, the lessons from KEEN continue to influence how I support clients now.
Purpose is powerful—but it needs to be paired with strategic planning, clear roles, and consistent execution. At KEEN, we didn’t just have big ideas—we built the systems to bring them to life, season after season. That’s the same foundation I help early-stage and scaling brands establish today.
From defining brand strategy and aligning stakeholders, to optimizing how internal teams and external partners work together, to mapping seasonal calendars that connect story, product, and channel—I bring a structured, collaborative approach to making marketing both meaningful and operationally sound.