A multi-year partnership that helped move M&M’S deeper into fan culture—connecting the iconic CPG brand with Marvel storytelling, character-driven creative, collectibles, fan experiences, and global retail activation.

Strategy + Role: Led initial new business development, custom content strategy, social/media planning, and cross-functional execution across Mars, media/creative agencies, and Marvel/Disney stakeholders. The partnership was built around the idea that “It’s More Fun Together,” turning M&M’S and Marvel into a repeatable platform for fan engagement and long-term brand growth.

Business Impact: What began as a custom media partnership evolved into a decade-long Disney/Mars relationship, demonstrating how entertainment IP can help a CPG brand drive cultural relevance, audience engagement, and measurable commercial impact.