adidas

Global Sr. Manager Membership PMO

This is a stretch assignment between the Global Membership team, and the Global Seamless Retail Running team.

• Driving the agenda of the JBP between adidas Running, adidas Runners & Membership.
• Creating & adapting the Running Membership Playbook integrating the program strategy at the center.
• Driving the Membership Race Activation toolkit adaptation, increasing engagement at running races.
• Accelerating the rewards catalogue to facilitate personalization for running segments.
• Supporting ad-hoc campaign integration of adiClub through adidas Running campaigns,
• Qualitative research to argument growth of the adidas Running app tailored for rewards.
• Leading the adidas Runners program harmonization with adiClub.

*Achievements to date*:

• Spearheaded the 50th BMW-Berlin Marathon pilot project to enhance member engagement, testing and adapting the Membership RAT system.
• Established a new partnership with Ochy, offering running members a 3-month subscription for 4,500 points.
• A first harmonization pilot for AR members exclusively with a points for product redemption offer.

Global Sr. Manager Membership Running Integration

Sitting in the Global Membership Strategy team.

• Increasing adiClub's popularity for company-wide adoption through membership deep dives.
• Driving & owning the evolutionary initiatives: Web3 loyalty, and loyalty in Gaming via Roblox.
• Creating the Move2Earn strategic framework for market activation guidance.
• Becoming the go-to-person for membership, representing adiClub inside & outside the company.
• Creating a one-stop-shop as an always-on resource for evertything adiClub: the Membership Hub.
• Fostering internal synergies by owning, organizing and crafting the output agenda of two annual internal events: the Membership Townhall & the Membership Summit.

Global Sr. Manager Membership Communities of Practice

I spearheaded efforts to drive revenue growth and enhance adidas TERREX positioning on eCom channels through continuous A/B testing and collaboration with key partners. This resulted in a significant revenue increase for the adidas App and the successful launch of the Outdoor Sports Hub within the app.

• Driving all mobile & app initiatives to optimize consumer journeys for adidas TERREX products 
• Launch & sustain of two product finders: shoes & jackets (lifestyle & technical products)
• Omni-channel strategy for grassroots events driving membership sign-ups & conversion
• Member-first & app-first launch of the personalized adidas TERREX hub

Global Manager Mobile Experience | adidas TERREX

Rotation 1: Digital Campaign Standards [Oct. 2018 - Mar 2019]
I have contributed in providing best in-class strategy frameworks (Digital Campaign Standards) that serve to guide business units for how we execute campaigns across all the adidas digital ecosystem by leading frameworks for Hype, Statement & Digital in Retail. Furthermore, I have been part of Sportswear & Core taskforce to provide better content representation of it's range on .com, successfully designing an approved new journey.

Rotation 2: Membership Rollout - EU & APAC [Apr. 2019 - Sep 2019]
As part of the Membership operations team, I was responsible for the content preparation and program readiness across all digital touchpoints prior to rolling out Creators Club to all markets. I was leading a team of developers and managing multiple stakeholders across product areas to successfully execute SIT & UAT phases prior to the program roll out. During my experience in the team, I have successfully contributed in rolling out Creators Club in UK, DE, FR, SG.

Rotation 3: 360* China Digital Hub (Shanghai) [Oct. 2019 - Mar 2020]
I focused on facilitating and unblocking China Digital Hub’s workstreams in order to hit quarterly deliverables targets, whilst progressively improving the Digital Hub’s operational excellence. To achieve both, I have delivered an automated initiative dashboard to help SMTs track deliverables’ progress & status, providing clear transparency on progress and facilitate unblocking.

Rotation 4: Digital Comms Experience Opt. [Apr. 2020 - Jul. 2020]
As part of the Optimisation & Experimentation team, I acted as a Junior PO responsible to unlock new channels for communications and driving pilot tests of the channel adoption for key markets to assess its success rate. In doing so, I was supporting the lead Product Owner. Other tasks included A/B tests in line with our digital initiatives, to continuously improve adidas’ Digital Comms programs and the end-to-end consumer journey.

Global Digital Talent Program

For my third rotation in the Digital Talent Program I voyaged overseas for a short-term assignment at the newly established China Digital Hub (CDH) in the Strategy & Innovation team.

With a team of approximately 50 people based in Shanghai, we work collectively to help accelerate China for China development in order to help adidas become the most progressive digital brand in China, not limited to the wider APAC market. Whilst working closely with the China business functions, the program management team under strategy acts as a global team.

My primary responsibilities are to: 
1.	Help develop CDH internal communications strategy which includes the wider global and market functions.
2.	Manage progress of quarterly CHD-wide deliverables
3.	Play an active role in steering preparations and decision making for SMTs
4.	Actively participate in quarter strategic deliverable planning.

360° China Digital Hub | PMO (STA)

Blvck Paris

Employed by Anckor to work on one of their latest brand creation: BLVCK Paris. 

We were mainly focusing on re-branding blvckshop.com into a fashion luxury brand as part of our consulting/field project. The goal was to identify the brand identity, do a market analysis and provide a strategic plan that helps the brand stand-out, and become digitally stronger in presence as an upcoming fashion brand. Furthermore, we've provided strategic recommendations on how to better target their audience and prepare for a major re-branding into an black-products only high quality fashion products.

Since their re-branding, they've had two official collection drops produced by BLVCK, surpassing $1Million in net worth, opened two physical retail stores in Taipei & Japan, and grew to become one leading online fashion brand in the span of 5 years.

Digital Marketing & Branding Trainee

Nocto International B.V.

In my role as a Business Development Intern at Nocto International B.V., I was responsible for the Brussels area, focusing on recruiting and creating new venue leads for partnership opportunities. I successfully developed and maintained relationships with potential partners, driving business growth and increasing brand visibility. My strong communication and negotiation skills were instrumental in securing partnerships and expanding the company's network.

Business Development Intern (BENELUX)

Nike

Digital Marketing for the Central and Eastern Europe geo, including Global Expansion countries. I was supporting the Digital Brand Managers of the Football & NSW category. I have worked on multiple on-going campaigns across all seasons. Amongst them, the biggest ones I have worked on were Air Max Day and the activation of Nike Strike Night London (Hypervenom III launch). Furthermore, I have created an athlete boots picture toolkit at the GEO level for the campaign Lock-In Let-Loose in July 2017.

- Developing creative concepts for marketing executions across Nike's Digital and analog ecosystem 
- Briefing territory teams on concepts and scaling global concepts to their markets
- Managing Central and Eastern European terriroties across the seasonal campaigns
- Nike.com performance reports every Monday morning for both categories (Tableau)
- Running the Wholesale.com Toolkit for all territories.
- Seamless Marketplace 
- Email Marketing Briefing & Design review
- Weekly Digital newsletters to recap the previous week sent across all levels of the team 
- Building detailed decks and plans for events and launches
- Weekly competitor updates for the Football category, studying competitors closely
- Agency briefs & collaboration with them.
- Internal Comms with launch reviews, campaign performance, and business WOW overview with distribution to SLTs

Digital Brand Intern (CEE & GE)

RSM Erasmus University

• Tutored & graded 30 students responsible to deliver a strategic business plan for Thales Nederland B.V.
• Collaborated with TU Delft for grading, tutoring and class preparation.
• Delivered above-average grades for all students, showcasing strong mentorship skills.

Technology Management TA

Foot Locker EMEA

Strategizing the digital transformation of the company, with primary focus on execution & planning of social media channels. The scope of my internship was to help social media channels gain a larger reach, driving higher percentage of traffic to www.footlocker.eu.

Brand Amplification Intern

TFJoy Limited

Launching, managing and translating mobile app. games for the Italian market by establishing a CRM channel, and through business intelligence, re-adapt the communication strategy.

Business Development & CRM Intern (Italian Market)

Capita Selecta Studieondersteuning

Tutor of +10 students for the course Macroeconomics to help 1st year IBA students prepare for the upcoming exam.

Macroeconomics Tutor

SlimStuderen.nl

I have written summary books for International Marketing Research & Marketing Management courses to help students prepare for the exams. These two courses were part of the IBA second year curriculum.

IBA 2 Courses Summary Writer

I thrive on creating win-win situations, whilst striving for creating the new.

Known as the "ideas machine," I am always eager to engage in disruptive conversations and brainstorming sessions. A creative, energetic, and passionate individual, I embrace challenges head-on. My drive comes from crafting new and engaging consumer experiences, which fuels my motivation each day.

With over 7 years of experience in the retail and sports industry, I have had the privilege of gaining diverse expertise through various roles within Consumer Engagement (CRM & Loyalty), eCommerce, and Digital Marketing. At adidas and Blvck Paris, I have excelled in creative strategist roles, allowing me to make meaningful contributions to innovative projects.

Additionally, I have successfully organized internal events for over 100 employees, fostering collaboration and accelerating key initiatives. These experiences have honed my event management and stakeholder engagement skills.

In summary: Digital marketer by day, runner by night.

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