As EVP of Creative Ops and head of Everyday Carry, I designed and executed go-to-market (GTM) support systems for Ridge product launches. These systems ensured alignment across product, creative, marketing, PR, and Ridge’s third-party authority channels (Everyday Carry) to deliver consistent, multi-channel launches. This approach was applied to multiple Ridge launches, with the MagSafe Wallet and accessories serving as a prime example.
My Role
Product Team Enablement: Created Executive Product Summaries as single sources of truth for features, positioning, and messaging — informing creative briefs, PDP copy, ad creative, and packaging.
Affiliate & PR Support: Partnered with PR and affiliate leads to produce creator- and media-friendly PR decks, ensuring accuracy and anticipating pain points to maximize coverage.
Content Creation (Everyday Carry as Authority Channel): Produced SEO-optimized news posts, shortform videos, longform YouTube reviews, and targeted newsletter campaigns — leveraging EDC as a credible third-party amplifier.
Team Management & Ops: Directed editors, video editors, and contributors; QA’d for accuracy and synchronization; ensured GTM timing alignment.
Cross-Functional Liaison: Acted as bridge between Ridge product/design/marketing teams and EDC editorial/creative to execute coordinated, on-time launches.
Key Links & Artifacts
PR deck samples (internal, redacted)
Executive Product Summary examples (internal, redacted)
Objectives
Launch Ridge products (wallets, phone cases, accessories) with credibility and consistency.
Equip internal and external stakeholders (PR, creators, affiliates) with accurate and compelling resources.
Expand Ridge’s positioning into consumer tech while sustaining authority in EDC.
Create reusable playbooks for efficient, repeatable GTM execution.
Strategy
Build a content + ops pipeline connecting product → messaging → multi-channel execution.
Use Everyday Carry as a third-party authority to legitimize Ridge launches with tech and gear audiences.
Pair longform education (YouTube, site post) with shortform reach (Reels, TikTok) and SEO content for both credibility and discoverability.
Anticipate creator/media needs with detailed PR/affiliate decks and FAQs.
Execution
Briefing & Alignment: Developed Executive Product Summaries → PR decks → asset planning.
Content Production: Multi-format deliverables across site, YouTube, TikTok, Reels, and email.
Distribution: Coordinated publishing across Ridge + EDC channels, newsletters, and influencer outreach.
QA & Coordination: Ensured cross-team accuracy, alignment, and campaign synchronization.
Results & Impact
MagSafe Launch Metrics Snapshot (Flagship Example):
YouTube video: 86.7K views, 4.2K watch hours, +477 subscribers, $1.7K revenue.
TikTok video: 73K views, 286h watch time, 57 new followers (80% search-driven traffic).
Instagram Reel: 65K views, 46K accounts reached, 978 interactions, 213 saves.
EverydayCarry.com posts: 4,053 total views; strong initial spike validated product interest.
Newsletter: 16.2K recipients, 43.5% open rate, 4.4% click rate.
Broader Impact:
Applied GTM support playbook across multiple Ridge launches beyond MagSafe.
Validated Ridge’s expansion into consumer tech and built credibility with “Tech-Enabled Doer” audiences.
Improved PR/affiliate alignment, reduced revision cycles, and increased campaign effectiveness with Executive Product Summaries.
Lessons Learned
Playbooks > one-offs: Codifying GTM steps streamlined alignment and execution across teams.
Third-party authority matters: Leveraging EDC as an external channel amplified Ridge’s legitimacy with new audiences.
Anticipating creator/media needs (PR decks, FAQs) directly improved coverage outcomes.
Multi-format storytelling (longform + shortform + SEO) delivered both reach and credibility.
