A Movement Category Marketing Case Study
Building Performance Brands That Move People
At Implus, I served as Digital Marketing Manager for the Movement Category, leading marketing strategy and execution across TriggerPoint Therapy, RockTape, and FMT+ — three performance and recovery brands serving athletes, clinicians, and fitness consumers.
I initially contracted with Implus as a Digital Marketing Manager (Medical), and after 12 months was promoted into a full-time role with expanded responsibility across the category. In this position, I directed end-to-end omnichannel marketing, oversaw cross-brand strategy, and led editorial and campaign execution during a period of rapid product, content, and revenue growth.
This case study highlights how I combined brand strategy, performance marketing, creative direction, and operational rigor to scale impact across multiple brands — while preserving each brand’s unique voice and positioning.
The Scope — What “Movement Category” Means
The Movement Category included brands that sit across the full performance lifecycle:
- SKLZ — performance training equipment
- TriggerPoint Therapy — recovery and mobility tools
- RockTape — injury prevention, taping, and clinical education
- FMT+ — online continuing education for clinicians
My responsibility was not to market a single product — but to orchestrate a cohesive ecosystem of brands that serve overlapping but distinct audiences.
That required:
- Clear brand differentiation
- Coordinated campaign timing
- Shared creative systems
- A unified growth strategy
Results That Matter
Some of the outcomes I’m most proud of:
- Achieved an average 11:1 ROI on social media advertising
- Oversaw 10 social media channels across brands
- Executed multi-channel campaigns (social, email, blog, paid media) that generated $300K+ annually in organic revenue
- Launched three new products and four new education courses within 90 days, including:
- Logos and visual identity
- Product renders and photography
- Webpages and eCommerce integration
- Digital, video, and print advertising assets
This pace required disciplined planning, cross-functional alignment, and strong creative systems — not just good ideas.
Seasonal Campaign Leadership — Black Friday & Cyber Monday
High-volume seasonal moments like Black Friday and Cyber Monday were critical growth windows for the Movement Category.
I led:
- Campaign strategy and sequencing across brands
- Offer framing and messaging architecture
- Paid social and digital ad creative
- Cross-channel timing and coordination
The challenge wasn’t just driving conversion — it was doing so in a way that strengthened long-term brand trust and avoided turning premium performance brands into discount commodities.
That balance is something I take seriously.
Visual Storytelling — Creative Direction with Luke Tevebaugh
One of the most meaningful parts of this work was developing a long-term creative collaboration with fitness photographer Luke Tevebaugh.
I provided:
- Creative direction and shot lists
- Styling concepts (models wearing RockTape while using SKLZ and TriggerPoint products)
- Environment and movement guidance to reflect authentic training and recovery scenarios
- Narrative direction (not just product placement, but product purpose)
Luke was exceptionally receptive and collaborative, which allowed us to build a shared creative language that felt:
- Athletic, not performative
- Premium, not polished-to-death
- Real, not staged
The resulting images were used across campaigns, websites, retail assets, and advertising — for years. That longevity is something I’m especially proud of, because it reflects strategic creative, not disposable content.
Editorial & Content Leadership
Beyond campaigns, I led editorial initiatives across brands:
- Content calendar creation and management
- Proofreading, contracting, and contributing original content
- Publishing workflows and quality control
- Collaboration with medical board members and subject matter experts
This ensured that our content wasn’t just engaging — it was credible, compliant, and genuinely useful to the communities we served.
What This Work Required
This role demanded the integration of:
- Strategy — brand architecture, campaign planning, positioning
- Performance — media buying, tracking, optimization, ROI accountability
- Creative — storytelling, visual systems, copywriting, narrative clarity
- Operations — planning, coordination, delivery, and reporting
To me, this wasn’t just a “marketing job.” It was a growth, brand, and communication leadership role.
Why This Experience Matters
Today’s fitness, wellness, and performance brands don’t need more content.
They need:
- Clear strategy
- Cohesive systems
- Human storytelling
- Measurable impact
That’s the work I did at Implus — and the work I continue to do.
Manifesting My Next Favorite Chapter…
If you’re building or scaling a brand in:
- Fitness
- Sports performance
- Recovery & rehabilitation
- Health & wellness
- Education or behavior change