On, Creator content across the digital funnel

Context

• Creator content has more value when it is planned beyond the social post. The opportunity was to design a model where creator storytelling could travel across Paid, Onsite, CRM, and App, with rights and measurement considered from the start.
• Across the digital journey, there was an opportunity to bring more third-party credibility into product consideration moments, from PDPs to owned channels.
• The opportunity was to stop treating creator content as a campaign deliverable and start treating it as connective tissue across the funnel, one asset, many surfaces, one measurable journey.

My role and scope

• Global Digital Category Management Lead, Apparel & Accessories at On.
• Led the framing across Influencer, Onsite, CRM, App, Tech, and cross-functional partners, shaping the pilot as a proof point for a more reusable content model.

Goal

• Build a repeatable framework for integrating creator content across the full digital funnel, Paid for reach, PDP for social proof, CRM for considered re-engagement, App for loyal audiences, not a single PDP module.
• Shift the conversation from 'creator content as reach' to 'creator content as a compounding, cross-surface commerce asset', backed by a working proof and clear measurement logic.

Strategy

• Engineer a deliberately small, full-funnel pilot, one creator, one hero product, multiple surfaces, designed to be replicated, not admired. The point was the pattern, not the post.
• Plan for reuse from the brief: consider multi-surface ecommerce, CRM, and App usage rights early, and treat endorsement modules as reusable infrastructure rather than bespoke campaign builds.
• Design the funnel as a closed loop, Paid driving to PDP, PDP carrying social proof, CRM and creator stories looping audiences back, so the same asset works harder at every stage and the learning is attributable end-to-end.

Execution

• Used the FW25 Outerwear Ultra Jacket activation as the testbed: aligned Influencer, Paid Social, Onsite, CRM, App, and Tech around a shared definition of 'done' that spanned the full funnel, not just the social post.
• Integrated the creator's original video and quote into the product journey, extending the same storytelling across selected digital touchpoints and linking audiences back to the relevant product page.
• Documented the pattern across briefing, reuse considerations, component logic, and measurement, so future teams could build from a working model rather than starting from scratch.