SanDisk already had relationships with creators and ambassadors across photography, video, gaming, and other creative communities. The opportunity was to bring greater structure, consistency, and measurable value to the program.

I helped restructure the global ambassador program around clearer creator alignment, expectations, content planning, governance, and performance visibility. The goal was not simply to increase the amount of creator content, but to build stronger partnerships with creators whose audiences, expertise, and storytelling aligned with the brand.

I also helped create clearer processes around how ambassadors were activated across launches, events, social content, and broader brand initiatives.