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Vicky Wilkens


Vicky has over 15 years of executive brand, digital & marketing strategy experience with leading Fortune 500 companies. Her career has spanned across technology, media & entertainment, sports & consumer products to better position offerings and services in the marketplace for brands such as Under Armour, IBM, The Weather Channel, Mizuno, Active, Time Inc., and Turner Broadcasting.

As an executive, decision maker within the corporate ecosystem, she has expertise in building actionable, future-facing, go to market plans that work across multiple business teams. As a full-time consultant for Under Armour Women’s category, Vicky worked with a cross-functional, global marketing team to pivot the positioning and go to market strategy to grow with its target, female consumer.

At IBM, Vicky was the VP of Consumer and Brand Marketing for The Weather Channel, leading global expansion, user acquisition and awareness of digital products into new markets in APAC, Americas and Europe.  Vicky was also responsible for the communication and marketing of Watson AI capabilities into all digital products and the brand strategy transition of The Weather Company B2B and corporate brand into the IBM Watson brand category.  

Prior to IBM acquisition, Vicky produced the brand identity & strategy for The Weather Channel, resulting in the tagline “It's Amazing Out There”.  The new brand positioning increased primetime viewership, allowed for new programming and content growth and received Promax Awards in 2014 and 2015, an Emmy nomination, and a broadcasting AMY Award in 2015.

As running brand manager at Mizuno, Vicky increased sales YoY through the launch of a national advocacy, digital brand campaign resulting in five North American Effie Awards including “Most Effective Advertiser”.  She drove consumer segmentation and shopper market research to identify the running target consumer. Vicky also led the brand building and consumer marketing strategy at Active, a high-growth, sports tech company that went from a startup to IPO to $1 billion private equity sale. She merged 60+ acquired brands into one B2B and B2C hero brand through year-long, brand re-definition in preparation for IPO.  

Early in her career, Vicky learned strategy building and sports marketing expertise in junior roles at Turner Sports, Time Inc., and Nike.  

Vicky earned a B.A. in English and Communications Studies from the University of Michigan in Ann Arbor where she was a NCAA Scholarship Athlete, Big Ten Athletic Academic Recipient, and Four Year Women’s Soccer Starter.