DYRDEK MACHINE

BRAND STRATEGY | Marketing Strategy | Communications strategy

When we met, Rob Dyrdek was filming 252 episodes of Ridiculousness each year, accounting for roughly 65% of MTV’s programming, and had built a business empire with over $100M in liquidity value. Yet despite Rob’s omnipresence on cable & his entrepreneurial successes, his brand awareness was at a 20-year low, and consumers only saw Rob as an entertainer/former athlete. My job was to fix that.

As Rob’s creative partner, I installed cohesive brand strategy, architecture, and visual & verbal identity across his personal brand, venture studio, and 18+ CPG ventures he co-founded.

I led marketing strategy & execution across owned channels, created Rob’s top-50 Apple Business podcast, Build With Rob, and launched his Do-Or-Dier Visionary Foundation. I also implemented a PR strategy that brought in 250M+ impressions, introduced the narrative around Rob’s business prowess to GenPop, and brought his brand awareness to its 20-year peak of 13%.