New Product Launch Retail Marketing
New product launches were a major part of my role as Global Retail Marketing Manager. I developed the retail marketing strategy for Specialized product launches, translating broader product and brand priorities into cohesive retail campaigns and systems that could be executed across a global network.
My role connected the bigger picture with the details needed to make a launch work: understanding the product and consumer, defining the retail strategy, establishing the creative direction, developing the system, and guiding markets through execution.
My Role: Retail Marketing Strategy · Campaign Development · Creative Direction · Toolkit Development · Global Execution
Collaboration: Global Brand · Creative · Product · Visual Merchandising · Regional Marketing · Retail
Strategy
I approached each launch as a complete retail system rather than a collection of individual assets.
I defined how the campaign should work across the rider journey, from initial awareness and attraction through product discovery, education, consideration, and action. This included determining where different types of communication should live within the store and how the campaign should evolve throughout the launch timeline.
I also developed messaging hierarchies and asset strategies based on store segmentation, considering the size, format, resources, and investment level of different retail environments. This allowed the same campaign to scale from a highly immersive flagship experience to a more focused presentation in a lower-resource store.
I developed scalable approaches for different retail environments, using Good / Better / Best frameworks and messaging hierarchies to determine the appropriate level of communication and investment for each store segment.
I considered how the campaign should evolve over time, from the concentrated launch moment into ongoing product communication.
Toolkits
I translated these strategies into launch toolkits for regional and market teams. The toolkits included the assets, messaging frameworks, placement recommendations, implementation guidance, and options needed to execute the campaign consistently while allowing flexibility for local adaptation.
The goal was to give markets more than a set of files. The toolkit showed what to use, where to use it, how the pieces worked together, and how the system could adapt to different retail environments.
Global Strategy → Local Execution
The launch system established a consistent global framework while giving markets flexibility to respond to their spaces, customers, resources, and local business needs.
I developed modular asset packages that allowed markets to choose the content most relevant to their riders and environment while staying consistent with the overall campaign, messaging, and brand.
Each toolkit included a usage guide with messaging hierarchy, asset options, and placement recommendations, giving markets the direction and flexibility they needed to confidently execute the campaign locally.
Below is an example of a messaging hierarchy with flexible asset placement options designed to support different market needs and rider segments.
Here are selected examples of launch strategies, toolkits, and retail executions developed across Specialized NPI campaigns.
Visual Merchandising Guide
Developed in collaboration with the Visual Merchandising team, this guide helped local visual merchandising and retail teams implement global graphics and assets within their stores. It provided clear direction for applying the assets consistently while allowing markets to adapt the experience to their individual spaces.
