A timeless classic reinvented and brought to life.
For over 40 years, Tilley hats have been a traveller’s best friend the world over.
In 2019, as VP of Brand Strategy at Jackman Reinvents, Marcelo led the top-to-bottom reinvention of this historic brand.
In the summer of 2022, Marcelo was brought back to lead the Marketing & Brand efforts as Tilley leadership looked for a new CMO.
How to grow a company known for its hats? Tilley Living. By centring on experiences before products, a full line of all-weather outdoor gear felt like a natural fit.
HERO SKU TO TILLEY LIVING
PRODUCT DEVELOPMENT TO EMBEDDED STORIES
Product stories connect. Each feature tells a story. We ensuring our product development didn’t happen in a vacuum for consumers or the category.
PROMOTIONS TO ENABLEMENT
While we all love a discount, tying it to customer-centric brand messaging increases the impact
