While at Vega, I was presented with a unique opportunity that aligned perfectly with the company's brand values: the launch of Madonna's Hard Candy gym in Toronto. Despite limited internal support and resources, I saw immense potential in this partnership. At the time, social media and celebrity influence weren’t widely understood within the company, and I often had to advocate for their integration into creative content, photoshoots, advertising, and influencer engagement.

Key Challenges & Initial Steps:

Internal buy-in: At the time, I had no internal support for this project, and social media wasn’t yet a key focus for Vega.
No budget: I had to work with zero budget and minimal resources.
Limited understanding of celebrity influence: In 2014, many at Vega didn’t fully grasp the power of celebrity endorsements and influencer marketing.
Convincing leadership: Despite these challenges, I successfully negotiated Vega as the main brand sponsor for the event in exchange for in-kind product.

Strategy & Execution:

Event Activation:
- Collaborated with a small team of three to design a brand presence at the event, including a smoothie bar with Hard Candy-themed creations and a VIP section for media and influencers.
- We created a custom menu with Vega products, including energizer drinks, smoothies, and vegan snacks.
- VIP area featured Vega energizers mixed with liquor in martini glasses and vegan appetizers.
Branding & Exposure:
- Secured prominent placement for Vega’s logo alongside Madonna’s brand, offering global exposure for the company.
- The event included media risers, a step-and-repeat backdrop, and an exclusive VIP section to elevate Vega’s visibility.
- Recognized the opportunity to create long-term brand value through a high-profile partnership.
Execution in Toronto:
- Arrived two days before the event to finalize logistics and connect with key media, influencers, and Madonna’s trainers, who I brought on as brand ambassadors.
- Worked closely with local teams to ensure smooth event activation, including perfecting the smoothie recipes and managing event setup.

Additional Coordination:

Simultaneously supported the launch of Brendan Brazier’s new book in Toronto, which included organizing media and influencer outreach.
Managed both events in parallel, ensuring both were executed seamlessly in a high-pressure, time-sensitive environment.

So What Actually Happened?

Massive Media Exposure:
- Over 100 publications covered the Hard Candy launch, as it was the first opening in North America, making it major news.
- Vega’s logo was prominently featured, gaining unparalleled exposure that significantly elevated our brand’s visibility.
Madonna’s Iconic Arrival:
- Madonna arrived (fashionably late) to a media frenzy, where she conducted interviews with both local and international outlets.
- She walked the red carpet to lead two dance-type classes in the group fitness room, alongside her trainer and choreographer, and new Vega Ambassador, Nicole Winhoffer, who continued to support Vega for years.
Personal Reflection:
- On a personal level, I found myself within two inches of Madonna. While I kept my composure during the event, I later cried in my hotel room for the profound impact Madonna’s message of confidence and female empowerment had on me.

Key Takeaways:

Creative Risk-Taking: Despite limited resources, I used creative tactics and innovative partnerships to elevate Vega’s visibility.
Brand Values & Relationship Building: This experience reinforced the importance of staying true to brand values and fostering authentic relationships with key influencers.
Multitasking & Strategic Planning: The ability to balance multiple high-profile projects in a short timeline demonstrated my strategic multitasking capabilities and focus on driving measurable results.

For Vega, this was a massive media win. For me, it was a career-defining moment that reinforced my passion for marketing, creativity, and taking bold opportunities.