IBM SPORTS & ENTERTAINMENT PARTNERSHIPS
SCUDERIA Ferrari, The Masters, US Open, the GRAMMYs. A UNIFIED DIGITAL SYSTEM and Executive comms.
IBM.COMMARKETING PAGES
CLIENT – IBM
PROJECT – Sports & Entertainment Partnerships Digital Ecosystem
ROLE – Creative Lead
As a creative lead for IBM's Sports & Entertainment Partnerships team, I owned the digital ecosystem — designing and building the public-facing marketing pages, internal marketing portals that served IBMers worldwide, and executive communications that reached IBM's C-suite across some of the most prestigious properties in sports and entertainment.
CHALLENGE
IBM's Sports & Entertainment partnerships — Scuderia Ferrari HP, The Masters, the US Open, the GRAMMYs, and more — each required a distinct public-facing presence on ibm.com. We had to balance the distinct visual identity and prestige of each partner with IBM's Carbon design system across multiple partnerships simultaneously.
SOLUTION
I designed, built, and regularly updated AEM templates for ibm.com/sports and each partnership-specific landing page, creating a digital ecosystem that communicated IBM's enterprise technology capabilities to C-suite decision-makers and technical audiences alike. Custom modules and interactive demos translated complex products into clear, compelling narratives, showing prospective clients how IBM's watsonx platform, data analytics, and consulting expertise powered each partnership.
Each page also functioned as a business development asset, providing IBM's sales teams with a relatable entry point into client conversations that complex enterprise technology alone rarely provides.
MARKETING PORTAL (FERRARI EXAMPLE)
CHALLENGE
With a 20+ person cross-functional team spanning multiple time zones and disciplines, brand consistency across the SEP program was a constant challenge. Designers, marketers, and executives needed instant access to the most up-to-date photography, graphics, messaging, and guidelines for each partnership without having to chase down assets or rely on a single point of contact.
SOLUTION
In collaboration with a developer, I designed and built a comprehensive internal marketing portal for each partnership. These centralized, self-serve resource hubs provided messaging frameworks, photography do's and don'ts, graphics libraries, and additional resources. The Ferrari portal alone generated 1,000+ page views in one month, with an average session duration of over 7 minutes — far above typical internal tool benchmarks — and was adopted by IBMers across 15+ countries. The portal became the operational backbone for the SEP team to maintain brand excellence at scale.
MARKETO E-MAIL TEMPLATES
CHALLENGE
The SEP team needed a scalable executive communications system that could serve each visually distinct US partnership — the GRAMMYs, Ferrari, the US Open, and The Masters. These C-suite communications, reviewed at the CEO level, represented IBM's most prestigious global partnerships.
SOLUTION
I designed a suite of Marketo email templates, with multiple versions for each partnership, that highlighted each unique visual identity while sharing an underlying structural system: GRAMMYs stage lights and gold, Ferrari's racing red, US Open's bold blue and yellow, The Masters' iconic green. Each template was flexible enough to accommodate different content types — race previews, tournament highlights, marketing reports, and event recaps — and polished enough to land in the inbox of IBM's most senior leadership.