002 // Team Jobe: athletes and creators

From riders signed by Red Bull to micro influencers on their local lake. Building a roster that creates.

Jobe rider launching a wakeboard trick behind a boat

Client

Jobe Sports International

Role

Athlete Manager, later Marketing Manager

Year

2017 to 2023

Scope

Athlete management, influencers, content, UGC

/01 Context

Jobe wanted to reach riders where they actually spend their time: on their phones, following the people they look up to. Which is where I came in to gather content through athletes and influencers.

/02 Challenge

Build a roster with credibility at the top and reach at the bottom. From riders signed by the likes of Red Bull and Rockstar to the champions of tomorrow, every one of them had to perform, and create content that felt like Jobe.

/03 Approach

I scouted, negotiated and signed athletes, from established names to young talent, and made sure they lived up to their potential on and off the water. Next to the team, we built a worldwide network of content creators, from bigger influencers to watersports micro influencers. Active collabs and a steady flow of content kept the network on top of its game, and created loads of UGC that spoke our audience’s language.