monday mart is a customer-space activation I developed with monday.com's Customer Success Marketing Manager and Sales team to close a gap in brand presence during onboarding; turning a process-heavy milestone into a moment of genuine goodwill. Piloted with Asics, an expansion opportunity account, the concept was built from day one to become a reproducible playbook other regions could adapt.
YEAR
2026
ROLE
Creative Lead
SERVICES
Creative Strategy
Experiential Activation
Customer Marketing
Merchandise Direction
Cross-Functional Collaboration (Marketing × Customer Success x Sales)
Onboarding onto a new work management platform is, by nature, a process-heavy experience for the customers going through it – and there was no brand presence built into that moment. Working alongside monday.com's Customer Success Marketing Manager, the gap identified was clear: no activation existed in customer spaces during onboarding, renewal, or expansion; the relationship was being built entirely through process, with no moment that felt human or memorable.
Asics, an expansion opportunity account moving through onboarding, was chosen as the test case.
Rather than another email or check-in call, the idea was to bring monday.com physically into the customer's own space. The concept centred on a market stall stocked with mystery boxes of monday.com merch, set up in Asics' office during their onboarding week – low-lift to run, high-impact in the room, with no pitch and no ask attached. A cupcake drop sent to Asics' Sydney and Melbourne offices reinforced the same idea across both locations.
The goal wasn't to sell the platform harder; it was to make the onboarding period feel less heavy and give people a reason to associate monday.com with something enjoyable, not just another system to learn.
As Creative Lead, I developed the activation format and merch approach, working directly with the Customer Success Marketing Manager to align the concept with Asics' onboarding timeline and account strategy. This pilot ran with monday.com-only merch as a first test of the format, with cobranded merchandise planned for future activations as the concept is refined. Delivery required coordinating the physical stall setup, the mystery-box mechanic, and the parallel cupcake drop across two offices – a small-footprint execution built to prove the concept before scaling it.
monday mart was never designed as a one-off, the Asics pilot was the first test of a format intended to travel:
Reproducible by design
A fixed creative core (the market stall, the mystery-box mechanic, the "no pitch, just goodwill" principle) built into a brand playbook so other regions can adapt the format to their own accounts, budgets, and merch availability.
Cobranding as the next iteration
Where the Asics pilot used monday.com-only merch, future activations are planned to include cobranded merchandise with the customer, deepening the sense of partnership.
Validated by the customer, not just reported by us
Months after the pilot, Asics featured monday.com – with cobranded Asics merch for their own staff – at their midyear conference, folding monday.com into their own internal culture moment without being asked.
monday mart is a customer-space activation I developed with monday.com's Customer Success Marketing Manager and Sales team to close a gap in brand presence during onboarding; turning a process-heavy milestone into a moment of genuine goodwill. Piloted with Asics, an expansion opportunity account, the concept was built from day one to become a reproducible playbook other regions could adapt.
YEAR
2026
ROLE
Creative Lead
SERVICES
Creative Strategy
Experiential Activation
Customer Marketing
Merchandise Direction
Cross-Functional Collaboration (Marketing × Customer Success x Sales)
Onboarding onto a new work management platform is, by nature, a process-heavy experience for the customers going through it – and there was no brand presence built into that moment. Working alongside monday.com's Customer Success Marketing Manager, the gap identified was clear: no activation existed in customer spaces during onboarding, renewal, or expansion; the relationship was being built entirely through process, with no moment that felt human or memorable.
Asics, an expansion opportunity account moving through onboarding, was chosen as the test case.
Rather than another email or check-in call, the idea was to bring monday.com physically into the customer's own space. The concept centred on a market stall stocked with mystery boxes of monday.com merch, set up in Asics' office during their onboarding week – low-lift to run, high-impact in the room, with no pitch and no ask attached. A cupcake drop sent to Asics' Sydney and Melbourne offices reinforced the same idea across both locations.
The goal wasn't to sell the platform harder; it was to make the onboarding period feel less heavy and give people a reason to associate monday.com with something enjoyable, not just another system to learn.
As Creative Lead, I developed the activation format and merch approach, working directly with the Customer Success Marketing Manager to align the concept with Asics' onboarding timeline and account strategy. This pilot ran with monday.com-only merch as a first test of the format, with cobranded merchandise planned for future activations as the concept is refined. Delivery required coordinating the physical stall setup, the mystery-box mechanic, and the parallel cupcake drop across two offices – a small-footprint execution built to prove the concept before scaling it.
monday mart was never designed as a one-off, the Asics pilot was the first test of a format intended to travel:
Reproducible by design
A fixed creative core (the market stall, the mystery-box mechanic, the "no pitch, just goodwill" principle) built into a brand playbook so other regions can adapt the format to their own accounts, budgets, and merch availability.
Cobranding as the next iteration
Where the Asics pilot used monday.com-only merch, future activations are planned to include cobranded merchandise with the customer, deepening the sense of partnership.
Validated by the customer, not just reported by us
Months after the pilot, Asics featured monday.com – with cobranded Asics merch for their own staff – at their midyear conference, folding monday.com into their own internal culture moment without being asked.
monday mart is a customer-space activation I developed with monday.com's Customer Success Marketing Manager and Sales team to close a gap in brand presence during onboarding; turning a process-heavy milestone into a moment of genuine goodwill. Piloted with Asics, an expansion opportunity account, the concept was built from day one to become a reproducible playbook other regions could adapt.
YEAR
2026
ROLE
Creative Lead
SERVICES
Creative Strategy
Experiential Activation
Customer Marketing
Merchandise Direction
Cross-Functional Collaboration (Marketing × Customer Success x Sales)
Onboarding onto a new work management platform is, by nature, a process-heavy experience for the customers going through it – and there was no brand presence built into that moment. Working alongside monday.com's Customer Success Marketing Manager, the gap identified was clear: no activation existed in customer spaces during onboarding, renewal, or expansion; the relationship was being built entirely through process, with no moment that felt human or memorable.
Asics, an expansion opportunity account moving through onboarding, was chosen as the test case.
Rather than another email or check-in call, the idea was to bring monday.com physically into the customer's own space. The concept centred on a market stall stocked with mystery boxes of monday.com merch, set up in Asics' office during their onboarding week – low-lift to run, high-impact in the room, with no pitch and no ask attached. A cupcake drop sent to Asics' Sydney and Melbourne offices reinforced the same idea across both locations.
The goal wasn't to sell the platform harder; it was to make the onboarding period feel less heavy and give people a reason to associate monday.com with something enjoyable, not just another system to learn.
As Creative Lead, I developed the activation format and merch approach, working directly with the Customer Success Marketing Manager to align the concept with Asics' onboarding timeline and account strategy. This pilot ran with monday.com-only merch as a first test of the format, with cobranded merchandise planned for future activations as the concept is refined. Delivery required coordinating the physical stall setup, the mystery-box mechanic, and the parallel cupcake drop across two offices – a small-footprint execution built to prove the concept before scaling it.
monday mart was never designed as a one-off, the Asics pilot was the first test of a format intended to travel:
Reproducible by design
A fixed creative core (the market stall, the mystery-box mechanic, the "no pitch, just goodwill" principle) built into a brand playbook so other regions can adapt the format to their own accounts, budgets, and merch availability.
Cobranding as the next iteration
Where the Asics pilot used monday.com-only merch, future activations are planned to include cobranded merchandise with the customer, deepening the sense of partnership.
Validated by the customer, not just reported by us
Months after the pilot, Asics featured monday.com – with cobranded Asics merch for their own staff – at their midyear conference, folding monday.com into their own internal culture moment without being asked.