As Campaign Lead, I spearheaded the global launch of Full Swing Season 1, Netflix’s first major foray into league sports storytelling—an ambitious series capturing the rivalries, drama, and humanity of the PGA Tour.

From day one, the mission was to turn sports fans into Netflix fans by bringing the culture of golf to life in a way that felt cinematic and accessible. I oversaw a cross-functional strategy spanning Creative Marketing, PR, and Partnerships—uniting Netflix, the PGA Tour, and a new in partnership with Michelob Ultra around one cohesive campaign.

Along with our Brand Partnerships team, I led the creative and experiential rollout for our Super Bowl-premiere in partnership with Michelob Ultra, whom we worked with on Netflix’s first ever Super Bowl partnership :30 spot - the “Superior Hills” campaign— driving millions of earned impressions across Ad Age, Variety, and social channels. Together, we created a co-branded experience that bridged sports, celebrity, and streaming culture.

The campaign extended globally through ESPN, CBS Sports, and Golf Channel integrations, digital and OOH takeovers in NY and LA, and brand partnerships with PGA Tour Superstore, Uber, Barstool Sports, DraftKings, and HypeGolf—reaching both core sports fans and lifestyle audiences.

Additionally, the event was the first kick off of our branded sports lounge the Netflix Sports Club, paving the way for future live events like The Netflix Slam, and elevating Netflix’s reputation in live-sports storytelling.

Full Swing opened as one of Netflix’s most successful sports launches, earning 21.5M impressions, a 9% media over-delivery, and 12.8M total TV viewers across CBS, ESPN, and Golf Channel. The title trended globally, inspired fan engagement from PGA pros like Rory McIlroy and Tony Finau, and generated a very positive sentiment online—cementing its status as a breakthrough franchise and a blueprint for how Netflix connects sport, culture, and brand partnership at scale.