I led the creative and digital strategy for Lenovo’s global brand partnerships, translating high-profile sponsorships into meaningful brand experiences that connected Lenovo with customers and audiences around the world.

My team developed and launched global content and digital experiences supporting partnerships across FIFA, Formula 1, Ducati, and the partnership of the Carolina Hurricanes and the Lenovo Center in Raleigh. We worked across brand, marketing, product, and external agency teams to ensure each partnership strengthened Lenovo’s broader brand story while creating distinctive experiences around the passion and culture of each property.

The goal was to move beyond traditional sponsorship visibility and use these partnerships as platforms to build brand affinity, showcase Lenovo’s technology and innovation, and create deeper connections with customers and fans across markets.