On, Creator content across the digital funnel

Context

• Creator investment at On had grown into a meaningful line item, but the value largely evaporated after the social post. Content rarely travelled beyond Paid Social, rights were negotiated case by case, and the impact on consideration and conversion was invisible to the commerce P&L.
• Across the digital ecosystem the symptoms were the same: Onsite PDPs lacked third-party social proof on hero products, CRM relied on brand-owned imagery, and the App had no mechanism to surface creator storytelling at the point of decision. Each team was solving for credibility in isolation.
• The opportunity was to stop treating creator content as a campaign deliverable and start treating it as connective tissue across the funnel, one asset, many surfaces, one measurable journey.

My role and scope

• Global Digital Category Management Lead, Apparel & Accessories at On.
• Owned the framing across Influencer, Onsite, CRM, App, Tech, and Legal, and led the pilot end-to-end as the proof point for a broader operating-model shift.

Goal

• Build a repeatable framework for integrating creator content across the full digital funnel, Paid for reach, PDP for social proof, CRM for considered re-engagement, App for loyal audiences, not a single PDP module.
• Shift the internal conversation from 'creator content as reach' to 'creator content as a compounding, cross-surface commerce asset', backed by a working proof and a shared measurement model.

Strategy

• Engineer a deliberately small, full-funnel pilot, one creator, one hero product, multiple surfaces, designed to be replicated, not admired. The point was the pattern, not the post.
• Fix the upstream blockers that usually kill reuse: bake multi-surface ecommerce, CRM, and App usage rights into the influencer brief by default, and treat the Onsite Endorsement module as reusable infrastructure rather than a bespoke build.
• Design the funnel as a closed loop, Paid driving to PDP, PDP carrying social proof, CRM and creator stories looping audiences back, so the same asset works harder at every stage and the learning is attributable end-to-end.

Execution

• Used the FW25 Outerwear Ultra Jacket activation as the testbed: aligned Influencer, Paid Social, Onsite, CRM, App, and Tech around a shared definition of 'done' that spanned the full funnel, not just the social post.
• Integrated the creator's original video and quote into the Endorsement module on the Ultra Jacket PDP under pre-cleared rights, extended the same asset into CRM and App touchpoints, and closed the loop with a creator story linking directly back to the page.
• Documented the pattern, briefing standard, multi-surface rights default, reusable component spec, cross-funnel measurement hooks, so the next category team inherits a playbook instead of starting from a deck.