Product Marketing Strategy

Project Overview

SPRING - WINTER, 2024
Brand repositioning is more than a new logo or tagline - it’s a strategic shift in how a product connects to the people it serves.
In this project, I worked with ExxonMobil’s Consumer Marketing division to rethink how Mobil 1™ could evolve from a performance product into a lifestyle brand. My role was to lead strategy from discovery through execution - building alignment across teams, mapping emerging user values and creating a digital experience that could flex across content, community and future product launches. The result was a roadmap-ready, emotionally resonant offering that connected product performance with lifestyle aspiration - bridging the gap between car culture and human-centered storytelling.

TL;DR

BreakinG down barriers between online to offline experiences
  • Objective: Reposition the Mobil 1 brand to connect with a new user persona - modern driving enthusiasts
  • Role: Led UX strategy, facilitated workshops, developed product roadmap and aligned stakeholders
  • Approach: Used design thinking to co-create an emotional, lifestyle-forward brand narrative and digital experience
  • Solution: Launched a new end-to-end experience including a landing page, email campaign, short film and flagship membership program
  • Impact: Created a new customer entry point, expanded marketing reach, and supported integrated campaigns across events, partners and retail channels

Problem Statement

The marketing team behind Mobil 1 needed a fresh approach to connect with today’s evolving car culture. Their current strategy focused narrowly on a single consumer segment, overlooking a growing overlap between Mobil 1 users and driving enthusiasts. The challenge was clear: how could we shift the brand narrative and open up new, more resonant channels to engage this passionate, experience-driven audience?

My Contributions

“This wasn’t just a rebrand - it was a return to emotion, movement and identity. We didn’t just design a product experience. We designed a reason to drive.”
As Lead UX Strategist, I guided the team through data and persona analysis to identify key pain points and opportunity areas. After aligning on a clear problem statement, I led a design thinking workshop that shaped a new product and brand strategy - connecting Mobil 1 consumers with driving enthusiasts through a lifestyle-focused, end-to-end experience inspired by brands like Red Bull. We launched with a promo video and a membership program offering rewards tied to driving culture and brand engagement. I authored the product roadmap, which continues to evolve through iterative rollouts informed by user data.

Phase 1: Discovery & Alignment

GOAL: Understand the user and brand misalignment
  • Conducted persona research to uncover evolving audience values
  • Identified market gap in lifestyle positioning for driving enthusiasts
  • Audited the Mobil 1 brand's digital and messaging ecosystem

Phase 2: Workshop & Ideation

GOAL: Align cross-functional teams and surface new ideas
  • Facilitated design thinking workshop with marketing and product leads
  • Prioritized themes like freedom, performance and emotional connection
  • Performed competitive analysis on adjacent brand ecosystems to inform strategy

Phase 3: Brand & Experience Design

GOAL: Translate insights into an actionable product and content strategy
  • Developed concept for a new digital membership experience
  • Proposed UX direction to support event activation and content integration
  • Framed messaging and brand voice around aspirational lifestyle identity

Phase 4: Roadmap & Execution

GOAL: Define execution priorities and build delivery pathways
  • Scoped MVP features and structured phased rollout roadmap
  • Collaborated with Salesforce and campaign teams to integrate capabilities with microsite
  • Enabled real-time updates to content strategy across multiple channels

Phase 5: Market Impact & Lift

GOAL: Drive adoption and reposition the brand in the eyes of key users
  • Contributed to the strategic foundation for Mobil 1’s lifestyle product evolution
  • Expanded feature set to include event and community engagement to support a true end-to-end or online-to-offline experience
  • Established product metrics and KPIs to inform performance measurement and analytics

Impact & Reflection

We didn’t just talk about “brand transformation.” We structured it. We shipped it. And we built a path for it to grow.
This project was a rare opportunity to shape not just a product experience, but the direction of a brand. By combining UX strategy, marketing insights and cross-functional facilitation, we created a foundation for Mobil 1 to connect with a new kind of driver - one who values not just performance but identity, lifestyle and community.

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