Strategic Advisory for Sport & Outdoor Brands
I helped build Tracksmith from early-stage to global recognition and led Runna's U.S. launch — growing it into the brand's largest market before its acquisition by Strava. Now I advise ambitious brands ready to build something lasting.
About
For over a decade, I've worked at the intersection of sport, community, and brand.
I joined Tracksmith as one of the earliest hires and helped build its community, event, and sports marketing engine from the ground up. From global marathon activations to athlete programs and retail expansion, we built a brand runners genuinely believed in.
At Runna, I was the first U.S. hire and built the American business from scratch — growing it into the brand's largest market in under two years. I scaled the team from 1 to 30, stood up partnerships, influencer marketing, content, and brand experience functions, and helped lead the transition during its acquisition by Strava.
My marketing education came from building — fast-moving startups, ambitious teammates, and the belief that community is the most powerful growth strategy in sport. What I love most is building teams and getting the best out of people.
Today, I work with brands that want to win thoughtfully — not just grow quickly.
Select Experience
Acquired by Strava, 2025
GM, North America & Global Head of Brand
Early Employee
Senior Director of Marketing
What I Help With
01
Entering or scaling in the U.S. requires more than paid media. I help brands localize, build cultural credibility, and create traction that lasts.
02
From product launches to brand repositioning — clear strategy, aligned teams, executable roadmaps.
03
Events, ambassadors, retail moments, and brand experiences that create belonging — not just impressions.
04
Deep relationships across sport, media, and culture. I help brands identify, structure, and activate the right partnerships to accelerate growth.
05
Building holistic content plans across brand, social, influencer, and editorial — so every channel tells one coherent story.
06
Clarifying what you stand for and ensuring every touchpoint reinforces it.
07
For brands that need senior marketing or growth leadership without a full-time hire. I embed with your team and operate like one of your own.
08
Hiring, structuring, and developing high-performing marketing teams. I help founders build the people side of growth.
Philosophy
Community is not a tactic. It's infrastructure.
Brand is built in real life, not just in feeds.
Growth and authenticity are not mutually exclusive.
The best marketing feels like service.
Great teams win — not great campaigns.
How I Work
I partner with a small number of brands at a time — from ongoing advisory to embedded fractional leadership. That structure allows me to stay deeply strategic while remaining close to execution and the people doing the work.
Embedded as a senior marketing or growth leader within your team — building, hiring, and driving execution.
Monthly retainer for brands that want consistent, senior-level strategic input and accountability.
Dedicated consulting for international brands entering or scaling in the American market.
Scoped engagements around launches, repositioning, partnerships, or market entry.
Whether I'm advising from the outside or embedded as a fractional leader, I operate as an extension of your company — building teams, shaping culture, and driving outcomes alongside the people doing the work.
Contact
If you're building in running, fitness, health, or outdoor — and looking for strategic support — I'd love to connect.
Or email directly — lou@serafiniadvisory.com