wall, but the function is the same. This
focus has removed some redundant mar-
keting across channels and made for a
clear — and more effective — message
for consumers. This was done through
internal partnership, and the introduction
of new tech such as a Data Management
Platform and an advanced analytics and
attribution partner.”
Like most marketers though, most
of Timberland’s current campaigns are
“always on, 24/7/365,” Hwang says.
“And they’re all performance-based:
paid search, retargeting, paid social, and
more.”
Timberland is focusing on a trio of cur-
rent campaigns: one for its SensorFlex™
collection; one with core partner Foot
Locker featuring hip-hop legend Nas; and
one directed at younger consumers for its
Flyroam sneaker/boot collection.
“The SensorFlex line has been nur-
tured for three-plus years and has some
momentum around a new tech platform,”
Hwang says. “The lines consumers cross
through different types of marketing
overlap. We’ve been working with influ-
encers in the dance space — talent who
has a real connection to Timberland. The
campaign is coming to life via traditional
media, digital, and social engagement —
out-of-home, billboards, rich media, video
content, in-store promotion, etc.”
The second campaign with Foot
Locker and Nas for its 2017 Legends Club
collection has gotten a lot of positive
response from consumers and media alike.
“It’s about relevancy,” Hwang says. “We’re
doing a whole series of product drops with
Foot Locker. And Nas is a great influenc-
er and spokesperson for the surrounding
content series, which tells his life story
through animated comic book features.
We’re taking it out across media outlets
— digital, in-store, out-of-home. With
the popularity of 90s style and culture, it
creates a hook to engage the consumer.”
The third campaign, for
the Flyroam line, is “purely
digital and social media,”
Hwang says. “The target is an
age 18-24 male. We’ve built a
custom content series, and are
integrating with Vice.com and
Viceland TV shows.”
Mike Isabella
Director, Consumer
Engagement, Timberland,
Stratham, N.H.
Hometown: Philadelphia
Family: Wife and two children
Hobbies: A self-described
“Halloween enthusiast”
Education: B.S, sociology,
Drexel University, Philadelphia
Defining Moments:
“Professionally, there have
been lots of small moments,
wins, etc., but the most
fulfilling are when members of
my teams — past and present
— succeed.
Personally, when I was in
first grade we took a class trip
to the zoo. We were visiting
a monkey enclosure with a
big railing and sign that said
‘Don’t Step Beyond Here.’
Its purpose was clear: get
any closer and a monkey
will attack you. Naturally, I
climbed under the railing and
a monkey reached through
the fence and hit me on the
head. This is all true — and
the lesson was clear: never
underestimate the length of a
monkey’s arm.”
Frank Hwang
Senior Manager, Digital
Marketing and Paid Media,
Timberland, Stratham, N.H.
Resides: Rye, N.H.
Family: Wife and two children
Hobbies: Surfing,
snowboarding, hiking, cycling
Education: B.A, biology
and environmental studies,
Bowdoin College, Brunswick,
Maine; M.B.A., marketing,
Boston College Carroll School of
Management, Boston
Defining Moments: “No. 1,
deciding it was time to shift gears
and move closer to extended
family and the ocean, versus
traveling around the world to
various professional cycling races
for work. Second, teaching a
Hollywood star how to Snapchat
during a photo shoot.”
