Career

Drive integrated brand marketing strategies across key sport categories and moments, connecting creative, product innovation, athlete storytelling, and consumer insights to drive brand relevance and growth.

Lead cross-functional teams and senior leadership alignment across Global and Geo teams to deliver cohesive, consumer-first marketing campaigns and brand narratives at scale.

Define and drive long-term brand strategies that strengthen market relevance, elevate brand equity, and support commercial objectives across global markets.

Develop integrated go-to-market strategies for seasonal and priority product launches to ensure successful execution across all consumer touchpoints.

Partner with sales, business, and key retail accounts to align marketplace priorities and positioning of Nike Atelier.

Amid company-wide restructuring, I’m now part of the team in charge of spearheading strategic planning and execution of Nike’s brand defining global campaigns, including the 2026 Winter Olympics, the 2028 Los Angeles Olympic Games, and key brand partnerships such as Beats by Dre.

Lead cross-functional teams and senior leadership alignment across global geographies to deliver cohesive, brand-defining storytelling.

Define and execute long-term brand strategies and partnerships that enhance global market relevance and business impact.

Developed the RNWY ecosystem and channel standard framework, enhancing cross-functional clarity and execution.

Scouted and signed visionary designers by translating market insights and trend analysis into strategic partnerships.

Managed day-to-day relationships with a diverse roster of talents, fostering trust to deliver high-quality projects outcomes.

Negotiated and managed partnerships contracts, driving mutually beneficial outcomes and long-term goals.

Partnered closely with the product footwear and apparel design teams to land key innovations with guest designers.

Built and executed 360° global marketing strategies driving incremental category sales and improving brand perception amongst Gen Z audiences.

Managed multimillion-dollar campaign budgets and ensured ROI through data-led optimization and audience engagement metrics.

Lead end-to-end apparel development process, from concept through commercialization, ensuring alignment with brand vision and business objectives.

Translate consumer insights and market trends into innovative product concepts that balanced creativity, performance, and commercial viability.

Manage product development timelines, vendor relationships, and cross-functional workflows to optimize quality and execution.

Oversee fittings, material selection, and product refinements to ensure design integrity, technical performance, and premium consumer experience.

Directed the global marketing campaign for the Women’s World Cup 2023 Footwear Pack, driving an 18%* increase in sell-through and strengthening Nike’s position in women’s sport.

Led the Olympics 24 Footwear Pack global integration, achieving a 25%* lift in engagement and cohesive storytelling across digital, retail, media, and OOH channels.

Developed scalable processes for CDM and Nike Digital & Direct Commerce (Retail, E-Com., Paid Media, Owned) collaboration, improving cross-functional efficiency.

Designed and implemented scalable Go-To-Market frameworks, improving cross-functional efficiency and execution speed.

Translated consumer insights into creative and digital strategies, optimizing content and engagement across Nike Digital Direct platforms.

Managed key agency relationships and timelines to ensure on-time and on-budget execution of all key initiatives.

Collaborated with cross-functional teams to bring the brand to life through memorable brand experiences, experiential marketing, brand collaborations, and product launches across Amsterdam/Paris/London.

Built and led a cross-functional team of 10, improving operational efficiency and strategic alignment.

Secured and managed brand partnerships such as Hypebeast Africa, Casawi Magazine or Black Square, leading to an increase in brand awareness.

Executed 360 marketing campaigns that resulted in a 46%* increase in event attendance over time.

Redesigned the member engagement strategy through A/B testing and toolkits, leading to a 20%* increase in engagement rates, a 15%* rise in conversion rates, and a 14%* uplift in new member acquisition.

Expanded the Members’s franchise, making it a globally aligned strategy achieving weekly engagement growth on the Nike app.

Developed and launched innovative campaigns that increased active member participation across EMEA key markets.

Led, coached and mentored interns and specialists on the team.

Developed data-driven content strategies, leading to a significant increase in consumer engagement on the Nike app.

Created and launched the first member-focused franchise, Members’ Spotlight, driving a 15%* lift in Nike app retention rates.

Designed and executed content marketing campaigns that contributed to a 14%* boost in purchase frequency on digital platforms.

Analyzed user behavior to refine digital storytelling, resulting in a 11%* increase in click-through rates on targeted campaigns.

Collaborated with category teams to align content strategies, ensuring a consistent content effectiveness rating across all campaigns.

Contributed to a data-driven Nike Sportswear’s digital strategy, increasing brand awareness in NSW through targeted campaigns.

Evaluated digital campaign performance, providing insights that improved engagement rates.

Conducted consumer insights research, refining messaging strategies that led to a 10%* increase in campaign

effectiveness.

• Provided analytics support that streamlined marketing decisions, reducing content production.

Executed campaign activations that resulted in digital engagement growth across EMEA markets.

Led homepage optimization through behavioral analytics, driving improvements in customer engagement, conversion, and overall digital performance.

Translated web and consumer data into actionable insights that informed marketing, merchandising, and UX strategies.

Built a custom Excel-based analytics tool that automated performance reporting and simplified data visualization for marketing teams and executive leadership.

Developed executive dashboards and KPI frameworks, enabling faster, data-driven decision-making across cross-functional teams.

Partnered with Marketing, Product, UX, and E-commerce teams to prioritize optimization opportunities and enhance the end-to-end digital customer experience.

Conducted qualitative and quantitative market research to uncover consumer behaviors, market trends, and growth opportunities.

Translated consumer insights into strategic recommendations that informed brand, product, and marketing decisions.

Designed and delivered research reports and executive presentations, transforming complex data into clear, actionable business insights.

Analyzed competitive landscapes and category performance to identify market opportunities and strengthen brand positioning.