Strategic Partnerships Case Study: Mike’s Hard Lemonade® x ASPCA

As a director on the ASPCA’s marketing and development team, I played a key role in shaping and activating a national cause partnership with Mike’s Hard Lemonade®. The campaign combined creative engagement with a clear fundraising strategy, including a $25,000 donation match and a product-linked contribution capped at $50,000.

Working closely with cross-functional partners, we developed a multi-channel campaign designed to drive both emotional connection and participation. A central activation was a live-streamed “puppy pool party” featuring adoptable rescue dogs, which helped bring the mission to life in a way that was engaging, shareable, and aligned with the brand.

The campaign generated more than 3 million digital impressions and raised over $75,000, demonstrating the impact of well-aligned partnerships that connect audience, brand, and mission.

This work reflects my broader experience supporting and leading partnerships across a range of national brands, including QVC/HSN, Subaru, TD Bank, Sol de Janeiro, and Animal Planet. Across these efforts, my focus has been on building partnerships that are strategically aligned, creatively executed, and designed to deliver measurable value for both the organization and the partner.