ASHLEY COHEN

ASHLEY COHEN | BRAND MARKETING + CREATIVE STRATEGY | THESHORTGIRLASH@GMAIL.COM

ASHLEY COHEN | BRAND MARKETING + CREATIVE STRATEGY

NIKE

[ BRAND STRATEGY, CREATIVE DIRECTION ]

Recognizing a significant gap in the way women athletes have the ability to leverage their owned marketing channels, Nike wanted to revolutionize the way it supported its women athletes, both digitally and IRL. They wanted to go beyond standard support and create a transformative experience that showcased the brand's unwavering commitment to its women athletes.Working with ONA Creative, I built a pilot program encompassing six of Nike's professional women's soccer athletes in efforts to effectively scale each of their overall marketing values. We focused on each athlete's personal social media brands and created personalized content and social strategies, ranging from filming game day GRWM videos to 2023 World Cup roster announcements.For the World Cup athletes, I worked extensively with Nike executives to creatively direct and coordinate unique Nike World Cup cleat deliveries for each player that could be further replicated in an authentic way across all social channels. The cleat delivery videos collectively garnered 1M+ views, successfully amplifying Nike’s commitment to supporting their women athletes.See the live social efforts for each athlete I worked with here.

<< BACK TO ALL WORK

ASHLEY COHEN | BRAND MARKETING + CREATIVE STRATEGY | THESHORTGIRLASH@GMAIL.COM

ASHLEY COHEN | BRAND MARKETING + CREATIVE STRATEGY

NCAA NAME, IMAGE, & LIKENESS

[ BRAND STRATEGY, CREATIVE DIRECTION ]

Upon NIL legislation being passed in 2021, allowing college athletes to profit off the commercial use of their name, image, and likeness for the first time in history, I was among one of the first people in the country helping college athletes close brand marketing deals.I managed more than 500 client relationships with brands, sports agents, and athletes directly, facilitating seamless communication across all brand deals and ensuring successful execution of each partnership creatively. My role was pivotal in providing strategic guidance to both the athletes and brands, ensuring overarching campaigns were aligned with core brand narratives and objectives to ultimately resonate with target audiences.A crucial component of my strategy involved utilizing social media analytics to monitor public perception in real-time of each athlete brand deal. This allowed me to make data-driven decisions and adjust overarching content strategies in real-time to optimize performance continually. By analyzing engagement metrics, sentiment, and trends, I was able to successfully respond to audience feedback and maintain relevance in a rapidly changing digital environment. This proactive approach not only enhanced brand visibility but also fostered stronger connections between brands and their audiences.Notable athletes I worked with were from HBCUs, the SEC, the ACC, the Big Ten, the Pac-12, and more. Based on the brand partnerships I oversaw, all brands saw an increase in brand awareness of nearly 300% within their target audiences.

<< BACK TO ALL WORK

ASHLEY COHEN | BRAND MARKETING + CREATIVE STRATEGY | THESHORTGIRLASH@GMAIL.COM

ASHLEY COHEN | BRAND MARKETING + CREATIVE STRATEGY

VERSUS

[ BRAND STRATEGY, CREATIVE DIRECTION ]

Founded by the current manager of the St. Louis Cardinals, Versus was a digital learning app designed to help leaders and athletes pursue competitive excellence through exclusive educational content. Think MasterClass meets the world of professional athletes.Using conversational AI technology, the app was the first EdTech platform to give users the ability to ask questions and receive responses from the brand’s roster of elite professional athletes in real-time.As the creative strategy lead for the company, I crafted comprehensive brand messaging guidelines that reached an audience of 2M+ to not only highlight the platform's unique educational value, but also leverage the star power and reputability of the brand's roster of athletes. The brand messaging guidelines ultimately established trust, and allowed users to be excited to embark upon their journeys of achieving competitive excellence.Building off our brand messaging foundation, I additionally built both the social and partnership strategies to ensure we leveraged our target users' digital habitats to ultimately spark genuine connections and fuel engagement. This led to a 200% boost in website traffic in just two months alone.

<< BACK TO ALL WORK

ASHLEY COHEN | BRAND MARKETING + CREATIVE STRATEGY | THESHORTGIRLASH@GMAIL.COM

ASHLEY COHEN | BRAND MARKETING + CREATIVE STRATEGY

THE FAN PROJECT

[ BRAND STRATEGY, INTEGRATED MARKETING ]

The Fan Project was created to amplify equity, affordability, and inclusivity across women's sports properties. By gathering third party social media data from passionate women's sports fans across all channels, we were able to publish a compelling data report to present an air-tight case to investors to take women's sports seriously from a financial standpoint.To effectively spread awareness of our taboo ask to fans to donate their social media data, I led integrated marketing efforts for the initiative and worked closely with prominent brands including the WNBA, WWE, NWSL, WTA, and others to deploy content strategically through their owned channels for maximum visibility. By developing engaging social and email content for partners, and by securing media coverage across multiple national media outlets, I was ultimately able to foster a sense of unity and grow awareness of the initiative, and inspire audiences to willingly contribute their social media data — making the mission of The Fan Project a reality.At the conclusion of gathering social media data from fans via our integrated marketing channels, a grand total of 3M data points were collected to present to investors and create a brighter future for women’s sports as a whole.

<< BACK TO ALL WORK

ASHLEY COHEN | BRAND MARKETING + CREATIVE STRATEGY | THESHORTGIRLASH@GMAIL.COM

ASHLEY COHEN | BRAND MARKETING + CREATIVE STRATEGY

SPEC CONCEPT: GOOD UNCLE

[ CREATIVE DIRECTION, BRAND DEVELOPMENT ]

Good Uncle isn't just your run-of-the-mill food delivery service — it is a game-changer for college campus dining across the country, allowing students to fall in love with culinary creativity and operational efficiency.In order to properly raise brand awareness and resonate with the Good Uncle's target demo, I dove deep into the world of college students, learning what truly made them tick and what excited them about brands they were passionate about. Through extensive target market research and close collaboration with Good Uncle's executive leadership, I developed a set of brand pillars, tone of voice guidelines, and a catchy tagline that spoke straight to students' hearts.Additionally, I also built the outline for an impactful social media strategy coupled with an influencer marketing program to effectively spread the word about the brand across the country and make university students everywhere hungry for more.

<< BACK TO ALL WORK

ASHLEY COHEN | BRAND MARKETING + CREATIVE STRATEGY | THESHORTGIRLASH@GMAIL.COM

ASHLEY COHEN | BRAND MARKETING + CREATIVE STRATEGY

SPEC CONCEPT: COFFEE SHOP ICE CREAM CO.

[ CONCEPT IDEATION, CREATIVE DIRECTION, BRAND DEVELOPMENT ]

Picture this: you're in the office and the clock just struck 3 PM. The ultimate afternoon sluggishness is hitting hard. While a cup of coffee could offer a quick pick-me-up, imagine indulging in something even more enticing — ice cream, without a second thought.Coffee Shop Ice Cream Co. was born out of this vision, transcending the confines of the traditional afternoon pick-me-up by offering something more alluring and delicious. Infused with inspiration from coffee, tea, and the cozy ambiance of your local café, I designed this brand to deliver not only delectable flavors, but also the heartwarming atmosphere of your cherished neighborhood coffee shop.Through compelling storyboarding, distinctive logo design, resonant brand messaging, and captivating merchandising concepts, the end result was not just an ice cream brand, but a multi-sensory experience that brings the spirit of a coffee shop to life through the magic of ice cream.

<< BACK TO ALL WORK

ASHLEY COHEN | BRAND MARKETING + CREATIVE STRATEGY | THESHORTGIRLASH@GMAIL.COM

ASHLEY COHEN | BRAND MARKETING + CREATIVE STRATEGY

Storytelling is at the core of literally everything I do — both personally and professionally. And I'm honestly not sure whether to credit that to being the oldest of four very talkative sisters or being a former Reading Rainbow Young Writers winner. (Subtle brag, I know.)What started as an obsession at an early age with taking a #2 pencil to paper and forming short stories around every single thought that came to mind, has very quickly transformed over the years into a great passion for creating and amplifying brand narratives through a variety of digital and IRL mediums.Over the last 6+ years, I've worked with brands on the small business, global, and everything-in-between level to not only define what they stand for through written word, but bring their bigger picture vision to life through a deep creative lens.Notable clients I've had the pleasure of working with over the years include Nike, Man Cave Health, Ulta Beauty, Cheribundi, and others.

OK, LET'S MAKE THIS THING OFFICIAL. SHOOT ME A NOTE AT THESHORTGIRLASH@GMAIL.COM AND LET'S CREATE SOME COOL SHIT.

<< HOME

ASHLEY COHEN | BRAND MARKETING + CREATIVE STRATEGY | THESHORTGIRLASH@GMAIL.COM