The secret to real-time marketing success: agility, teamwork, and online file sharing

For many years, athletic wear was designed largely by men and primarily for men—women’s wear was an afterthought, more of an edit to men’s wear. In 2007, Sally Bergesen started Seattle-based running apparel company, Oiselle, with the belief that women could design women’s running clothes better than men. Looking through a “for women, by women” lens, Oiselle set out to create clothes that respected what women’s bodies can do.

As the director of marketing, Megan Murray is at the helm of Oiselle’s marketing efforts with a deliberate focus on being a part of the world as it happens: attending races—big and small—and other various events where they can support their community. Telling the stories of these athletes in the moment requires members of the Oiselle team to be able to work from anywhere: on the ground as well as back in the office. With business email, shared notes, and online file sharing, team members in both locations pitch in to produce content as these stories unfold. In this video, Murray tells us how her team goes about racking up the wins in real-time marketing.

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