/Nike Western Europe
Retail Brand Marketing Senior Director (Aug 2013 - Aug 2015)
As Retail Brand Marketing Senior Director, I had the incredible opportunity to spearhead direct and wholesale Retail Brand Marketing experiences for Nike's Western Europe & UK Marketplaces across Nike-owned and partner Stores, Wholesale Channels, and Key Account Omni-Marketing.
Led dynamic teams to translate brand strategies into retail marketplace programs and immersive experiences, driving brand awareness, traffic, and conversion through premium brand services and visual merchandising excellence.
When I joined Nike, I was reminded that it's not just about the work; it's about the relationships we cultivate.
Through relationships, we not only make the work easier, but we also tap into a wealth of collective knowledge and ideas. Through these relationships, Nike teams consistently innovate, delivering products, concepts, and experiences that disrupt the marketplace, earning us the recognition that —
“Only Nike could do that.”
The spirit of collaboration was ingrained in the culture of Western Europe, where I witnessed the magic of diverse experiences and ideas converging to give rise to innovative brand experiences.
Empowered by the outstanding leadership of GM Bert Hoyt and VP of Marketing Steve Lesnard, I had the privilege of collaborating with diverse talents from across the organization. Together, we devised strategies that amplified our brand voice while fostering hyper-local points of differentiation, enriching the consumer brand experience.
As a vital part of the integrated Marketplace Development team, I collaborated closely with our territory GMs and their teams, meticulously devising a surgical approach to marketplace transformation.
Our focus honed in on our top 10 key cities, ranging from London to Milan, as well as secondary and tertiary cities, mapping out and prioritizing market experiences.
Within this dynamic landscape, my team and I championed the development of holistic briefs and streamlined processes, enabling our brand design partners, led by the visionary Andy Walker, and our retail design team, under the leadership of Claudia Abt, to consistently deliver exceptional brand experiences and multi-channel concepts to consumers.
This collective effort bore fruit as we witnessed the opening of numerous Nike and Partners stores, along with over 200 Nike shop concepts. This included collaborations with regional key accounts like JD Sports, Footlocker, Intersport, and Decathlon, as well as territorial sporting goods and category specialty accounts, including stadium stores in Barcelona, Paris, and Manchester.
These partnerships and collaborations were nothing short of revolutionary, reshaping the retail landscape across Western Europe and fueling an astonishing $2 billion in revenue growth over just two years.
I would be remiss not to acknowledge the invaluable contributions of my wholesale and direct retail development partners, Dirk Jan Hehenkamp and Jon McCarthy. Together, we were personally honored to accept Nike's prestigious Global Maxim Award for "On the Offense, Always" on behalf of the entire Western Europe team.
