Global Campaign Case Study: Walk for Women

As Chief Marketing & Development Officer, I led the development and launch of Walk for Women, a new global campaign designed to elevate brand visibility, engage new audiences, and diversify fundraising revenue. Launched in March 2024, the campaign invited individuals worldwide to celebrate Women’s History Month and International Women’s Day through a simple, movement-based action tied to purpose.

At the core of the campaign was a peer-to-peer fundraising model. Participants pledged to walk as both a personal commitment and a way to raise funds, supported by a digital strategy shaped by my team that combined storytelling, social engagement, and user-generated content through the hashtag #WhyIWalk. This approach helped build emotional connection while expanding reach beyond existing audiences.

To scale the campaign globally, I led a cross-functional team spanning advancement, programs, membership, and operations. Together, we developed a comprehensive campaign infrastructure, including multilingual digital toolkits, branded merchandise, and a coordinated outreach strategy that enabled participation across 21 countries. My role focused on setting the strategy, aligning teams, and ensuring the work translated into a cohesive, high-performing campaign.

We also prioritized expanding revenue streams through strategic partnerships. I led the development of the sponsorship strategy and worked closely with my team to secure support from values-aligned brands including TD Bank, Nick Stenson, and Best Access Doors. These partnerships extended the campaign’s reach while reinforcing alignment between brand visibility and mission impact.

In its inaugural year, Walk for Women engaged participants across 21 countries and generated more than 2 million digital impressions. The campaign diversified revenue through peer-to-peer fundraising and new corporate partnerships, while establishing a scalable, repeatable model for future growth. It now serves as a signature global initiative, strengthening community engagement and expanding Soroptimist’s visibility worldwide.