Hi, I’m Christina. I’m passionate about brand creative (and getting outside).
I’M A SEASONED CREATIVE LEADER AND BRAND BUILDER Who has LED omnichannel marketing initiatives for a $100M+ company spanning 26 sub-brands across the outdoor, cycling, and endurance industries.
I’ve led teams that have launched AWARD-WINNING, RESULTS-DRIVEN, AND BUZZ-WORTHY BRAND CAMPAIGNS that drive cultural relevance and real business growth.
1.
UNIFIED OUTSIDE INTERACTIVE, iNC.
Challenge
Outside Interactive, Inc., a $100M+ powerhouse with 26+ brands across outdoor, fitness, cycling, and more, needed a unified identity that aligned its portfolio with a 360-experience, tech-first vision.
Solution
Crafted brand standards and design guidelines to unify the brands without losing their individuality. Delivered consistent, cohesive branding across all touchpoints.
Impact
Streamlined branding boosted market positioning and reinforced a tech-driven strategy, fueling growth and deeper consumer engagement. Customer service queries dropped, and memberships surged to almost 1 million.
GCD/Head of Brand: Christina Erb
Creative Director: Robert Sawyer
Senior Brand Copywriter: Meredith Powlison
2.
Launched Outside lab @ cu DenveR
Challenge
Launch Outside Lab @ CU Denver, an innovative center for gear testing, business development, teaching, and content creation.
Solution
Led Monochrome Design House to craft a storyboard and video highlighting gear tests—combining lab and field results to convey tech, innovation, and extreme outdoor testing.
Impact
Introduced Outside Lab @ CU Denver as a world-class innovation center, amplifying Outside’s commitment to gear excellence and pioneering outdoor solutions.
GCD/Head of Brand: Christina Erb
Design Studio: Monochrome Design House
Senior Brand Copywriter: Meredith Powlison
3.
Drove gaia gps and trailforks app growth
Challenge
Gaia GPS and Trailforks needed to boost user engagement and app growth, as their current email and in-app strategies weren’t maximizing conversions or showcasing all the app’s features.
Solution
Supercharged design by merging tech with imagery, increased messaging frequency, and seasonal campaigns to target specific user behaviors for greater relevance and engagement.
Impact
The campaigns drove 89% of new starts, 41% of Outside+ new starts, and achieved 21.1%–23.1% conversion rates, significantly boosting growth and user engagement.
GCD/Head of Brand: Christina Erb
Creative Director: Ross Garwin
Senior Brand Copywriter: Meredith Powlison
4.
EDUCATED MEMBERS ON outside+ BENEFITS
Challenge
Too many perks, not enough clarity—members needed a clear breakdown of Outside+ benefits and how to use them.
Solution
Team created a dynamic video showcasing the full Outside+ experience—editorial and video content for inspiration, mapping for safer adventures, and the Activity Feed for sharing and connecting.
The video brought Outside+ to life as a seamless adventure loop: read, explore, share, and inspire. Multiple :15 cuts ensured snackable, shareable content that could be used in emails and social media.
Impact
Debuting in 2025
GCD/Head of Brand: Christina Erb
Motion Graphic Designer: Chez Strong
Senior Brand Copywriter: Meredith Powlison
5.
launched outside’s new social platform
Challenge
Break the doomscrolling cycle. Launch Activity Feed as the go-to social platform for outdoor enthusiasts—an inspiring, adventure-fueled alternative to Instagram.
Solution
Built an omnichannel campaign spanning social, email, and digital to spotlight Activity Feed’s power to connect and inspire.
Impact
Converted passive readers into active users, increasing engagement and brand interaction. Enhanced product awareness and fostered a thriving community centered on real-world adventure.
GCD/Head of Brand: Christina Erb
Art Director: Ross Garwin
Senior Brand Copywriter: Meredith Powlison
Emails
Crafted custom emails for each primary editorial and mapping brand, featuring tailored copy, curated creators, a "sync your adventures" callout, and a visual of shared maps in the feed.
Boilerplates
Developed tailored boilerplates for each editorial and mapping brand, strategically showcasing category-specific sister brands and three content creators best aligned with the target audience. Integrated into emails, these boilerplates served to educate users and drive engagement with the new feed.
Social
Crafted videos that ditched the tutorial and went straight for the emotion—because that’s what the feed is all about: sharing the stake.
6.
Powered Brooks’ You vs. the Year 2025 Challenge
Challenge:
Launch Brooks’ You vs. the Year 2025 on MapMyFitness, MapMyRun, MapMyWalk, and MapMyRide—while simultaneously introducing Outside’s brand acquisition to the user base.
Solution:
Delivered a full suite of assets—social, app store event cards, ads, emails, and more. Built a scalable baseline template for future initiatives. Created a cohesive design system and shareable Figma template, enabling clients to seamlessly submit their own creative.
Impact:
Hit 25% of the ambitious year-long user goal in just 15 days, driving record engagement and setting the stage for sustained campaign success.
GCD/Head of Brand: Christina Erb
Art Director: Ross Garwin
Senior Brand Copywriter: Meredith Powlison
Emails
Crafted a series of emails for each MapMy brand, integrating challenge invitations with onboarding messages to create a seamless user experience that encourages engagement from the start.
Boilerplates
Developed tailored boilerplates for each MapMyFitness brand, strategically content best aligned with the target audience. Integrated into emails, these boilerplates served to educate users and drive engagement with the challenge.
Social Ads
Developed a series of social ads utilizing partnering the call-to-action with a map-themed background to effectively convey the essence of the challenge and drive engagement.
CHRISTINA IS THE CONSUMMATE BRAND GARDENER. SHE IS CONSTANTLY LOOKING FOR GREEN SHOOTS AND NUrTURING EACH BEAN AND HERB AND BERRY, DOWN TO THE LOWLIEST TOMATO, AND SHE RELISHES NOT JUST THE BASKET OF PLENTY AT THE END BUT ALSO THE PROCESS OF PLANTING, WATERING, AND DREAMINg. NO ONE IS MORE CARING OR OPTIMISTIC ABOUT BUILDING BRANDS.”
JON DORN
FORMER CHIEF ENTERTAINMENT OFFICER, OUTSIDE
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MORE GOOD STUFF
Awards & Recognitions
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Honored as 2020 Top Women in Media Change Maker for “successfully altered the course of their brands or the industry for the better.”
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The long-from feature, “Chasing Mountains” in Exit 205 magazine won Outstanding Long-Form Feature Content in Custom/Content Marketing.
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Bight Gear advertorial for Climbing magazine won Advertorial/Sponsored Content category in Custom/Content Marketing.