LOOKING FC
Go-to-Market Strategy
Photography: Antonin Verley, Jay Kyren, Sebastien Leban
Year: 2024
Location: Paris, France / London, UK / Manchester, UK
As the lead strategist for Looking FC’s Season 2 launch, I developed and executed the full go-to-market framework for a premium series of 10 football travel experiences hosted by international legends including Eric Cantona, Javier Pastore, and Emmanuel Petit. Designed in partnership with DHARMA, these once-in-a-lifetime trips brought fans deeper into the global culture of football through immersive, locally-rooted itineraries.
I led:
Communications strategy — shaping the brand narrative, messaging hierarchy, and editorial storytelling for each experience.
Market rollout & customer journey mapping — delivering an integrated launch across social, CRM, and paid media, including a multi-phase awareness campaign.
Creative direction — producing landing page copy/design, managing city-based photo shoots, and directing social content aligned with each host’s identity.
PR & earned media — managing outreach and narrative alignment with press and legend partners.
Sales & commercial tools — creating strategic B2B pitch decks and partnership-facing materials to support growth.
The launch captured international press attention, generated high-intent leads across nine countries, and expanded Looking FC’s Instagram following by over 55%.
