Levo 4 Retail Marketing Campaign
New product launches were a core part of my role as Global Retail Marketing Manager, developing the retail marketing strategy and execution for Specialized product launches across global markets.
Levo 4 was one of the larger and more complex launches I worked on. As a major brand priority, it required a cohesive global campaign that could communicate significant product innovation while creating a consistent experience across a wide range of retail environments.
My Role: Global Retail Marketing Strategy · Campaign Development · Creative Direction · Global Execution · Retail Marketing Toolkit Design
The Opportunity
Levo 4 introduced a significant amount of new technology and product innovation, creating a challenge around how to communicate a complex story clearly and compellingly.
We also needed greater consistency across markets and retailers. Asset placement and execution could vary significantly, and not all retailers were adopting or displaying the intended campaign materials.
The launch needed to give markets a clear system for telling the story while making it easy for retailers to execute consistently. The retail experience also needed to move beyond signage alone, with product displays and demos playing an important role in helping riders understand and experience the technology.
The Strategy
I structured the campaign around the rider journey, considering what a rider needed to see, understand, and experience at each stage:
Attract → Engage → Educate → Experience → Act
The strategy balanced the emotional story of Levo 4 with clear education around its technology and benefits. Environmental graphics created awareness, product and technology storytelling provided deeper information, and demos gave riders an opportunity to experience the bike firsthand.
I translated the strategy into a modular global toolkit, creating a clear framework for how assets should be used and combined across different retail environments.
Execution & Outcome
I developed the global retail marketing strategy and creative direction, working with global creative, product, field marketing, and regional teams to bring the launch to life across the full launch ecosystem.
This included assets and experiences for retail environments, press events, internal showrooms, and go-to-market events, creating a consistent campaign story wherever the product was introduced.
The toolkit included environmental graphics, product and technology storytelling, digital content, signage, QR experiences, and demo and event materials, supported by implementation guidance for different formats.
The resulting system gave markets and teams a clearer and more consistent way to execute the launch, while creating a connected experience from internal launch moments and press exposure through retail and consumer engagement.
Levo 4 became an example of how I approached complex NPI launches: translating product strategy into a cohesive consumer experience and creating scalable systems that could work across a global network.
