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

view project live

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.