About Me
Named one of Upscale magazines 2023 Forty under 40; Ashley is a team player, intuitive brand marketer learning throughout her career from the vendor, client, and agency side of the business.
Background
GlOBAL INTEGRATED MARKETING MANAGER, WeightWatchers
2020-Present
Marketing Manager, Phoenix Suns
2015-2018
Brand Marketing
WW announced their partnership with Abbott and their Freestyle Libre 2 CGM device. Creating an integrated app that allows those living with diabetes and on the WW diabetes program to track their levels in real time. Ashley Austin partnered with Abbott to create key messaging based upon industry regulations and newly found insights. She also worked across teams to develop and activate an integrated marketing campaign (including WW Diabetes Program Member Testimonials, PR, paid media ads, SEO, special offers, e-mail marketing, etc.). One of the WW Diabetes Program member was Erica who also uses Freestyle Libre 2 and the integrated app experience. Checkout her story above that received positive sentiment and over 189,000 impressions on Instagram & Facebook.
WeightWatchers Diabetes Program Clinical Trial Social Media Ad
WW goal was to increase brand awareness of their Diabetes program. While also honing in on the specific consumer (Those living with diabetes and looking to lose weight). Based on research insights and the clinical trial results Ashley Austin collaborated across teams to develop the social media ad above. The clinical trial results performed extremely well and the asset continued to be WW’s top performing diabetes asset AND was a #1 driver across all prospecting audience for several weeks straight. Accounting for 33% of Prospecting FB conversions.
WW Diabetes Tailored Plan User Generated Ad
NBA All-Star Marketing Campaign
From beginning to end Ashley Austin created, developed, and executed the 2019 Phoenix Suns All-Star National Basketball Association media campaign with the assistance of the Creative, Content, and Marketing Departments.
Creative & Overview
Our objective was to focus solely on Devin Booker for the 2019 NBA All-Star, build equity in his brand, and increase his status in the NBA. While also driving awareness of the Suns having an All-Star quality player.
Objective
Get Devin Booker voted into the 2019 All-Star Game.
Campaign Themes
Dec 25 – Dec 28 Generic Charlotte Voting Info Featuring Booker, Dec 29- Jan 21 Comic Book Creative featuring Devin as the Phoenix Phenom.
Results
After advertising via digital, social, TV, and grassroots efforts Booker ended in 10th place among Western Conference Guards with 405,432 votes. Last season, he received 268,041 votes. Represents a 51% increase YOY in overall votes.
Blog
“It takes a lot of courage to discover who you are and trust who that is, and then allow that person to actually come out.” -Tracee Ellis Ross
“My mission in life is not merely to survive, but to thrive; and to do so with some passion, some compassion, some humor, and some style.” - Maya Angelou
Multicultural Marketing
Led by Ashley WeightWatchers (WW) and Essence collaborated on a sponsorship that also included WW being the official brunch partner of the invitation-only Essence brunch during the Essence Festival of Culture 2022 (aka Essence Fest). The star-studded event included 200+ influential figures across entertainment, business, and community like TV producer Mona Scott Young, singer Coco Jones, and actress Brandee Evans. This was a celebrated experience that attracted the who’s who of festival attendees, creating a space for guests to gain unprecedented exposure to WeightWatchers and learn about the brand through a delicious, Points-friendly meal and interactions with WW ambassador Karleen Roy.
Dishes were co-curated with WeightWatchers point value in mind by renowned Chef Marcus Samuelsson and local New Orleans Chef Nina Compton of Harlem Eat Up! Sarah Jakes Roberts also collaborated with WW and Essence attending the brunch and posting on WW’s behalf. All in all the event, WW, and influencers showcased that you can still enjoy culturally relevant foods and lose the weight you want. WeightWatchers.
Spearheading The Real partnership with WW Ashley collaborated with The Real talk show and the Multicultural Marketing/WW brand team on an integrated campaign that also included, developing creative assets along with the script. Together the team secured the location, and participation of WW Brand Ambassador Karleen Roy, ensuring a smooth production on set despite being virtual due to the pandemic. The team successfully created 3 segments that aired in the first quarter of 2022 on The Real.
Los Suns Jersey Reveal
Ashley Austin partnered internally across multiple departments to host the 2019 Los Suns jersey reveal party that also paid homage to its rich cultural history with the Phoneix Suns. Hosted at a local art gallery in an effort to also promote and support local artists the gallery displayed the new Los Suns Jerseys of the entire team and featured canvassed photos of all of the Los Suns jerseys throughout the years. Just steps away from the local art gallery was the newly finished Los Suns mural by local artist Lola Cota incorporating his signature style of Mexican culture.
Phoenix Suns Celebrate Black History Month
Initiating Black History Month for the Phoenix Suns Ashley Austin partnered internally across multiple departments where they were able secure Lupe Fiasco in partnership with Honda to host a meet and greet and halftime show. Through the Golden Standard Award Ashley was also able to ensure local black community activists were recognized for their hard work by honoring them at each February home game.
Uptown Belle Lookbook
