Using the power of soccer in the fight against HIV/AIDS

Grassroot Soccer (GRS) is a non-profit organization that harnesses the power of soccer in the fight against HIV/AIDS, by using professional players and other role models as HIV educators and spokespeople. Over 1.2 million participants in over 40 countries have taken part in Grassroot Soccer programming, with a focus on HIV prevention and youth empowerment.

I had followed the work of CEO Tommy Clark since they started in 2002, and approached him in 2009 with some ideas for improving Grassroot Soccer's web presence in advance of the 2010 World Cup in South Africa, which was an crucial opportunity to showcase their important work.

As Director of Marketing for Grassroot Soccer, I designed and oversaw the implementation of a new website that provided access to Grassroot Soccer's employees and volunteers world-wide, and overhauled the brand's online presence to better utilize social media for awareness building and fundraising.