adidas

Global Senior Manager Membership Strategy

• Continuous A/B test in collaboration with markets and product owners to enhance adidas TERREX positioning, searchability & findability on both eCom channels. Increased Outdoor revenue share by +148% for the adidas App in 1 year [~20% SOB to date]; Continuous yearly eCom growth above +$100M net sales making Outdoor a focus category as part of the 2025 SBP; Shift to full-price sales by consumers.

• Led Digital Grassroots as an initiative: win acquisition & engagement at TERREX grassroots events. Result: 100% Outdooractive PRO+ code redemption; new adiClub member acquisition channel for the brand; +$30K in net sales from Grassroots events to eCom.

• Worked with Runtastic, Komoot, Outdooractive & AREA47 to create post-purchase journeys via the "Gift with Purchase" initiative at Order Confirmation. This led to ~60% redemption rate average and -5% bounce rate from App.

• Scoped & launched the very first Outdoor Sports Hub to build equity & communities for Outdoor members inside the adidas App.

• Co-led 5.10 Day activation to create brand awareness & engagement for adidas Five Ten and reward consumers with means to go in the Great Outdoors. Full sell-out of the Gravity Card + Impact Pro via the Hype mechanic; +$10K generated for Climb & Bike products enabled with double points comms, money-can't-buy giveaway experiences.

• Launch of the Outdoor Shoe & Jacket product finder in the adidas App as a modular solution for EU, US & LAM markets  - increasing average conversion rate between 12% - 15% with average 1-minute journey completion.

• UX consultancy for the Terrex Munich Loft Digital Screen solution to help consumers find routes near them powered by Outdooractive - https://www.creativework.fi/adidas-terrex-outdooractive

• #Web3: Led the initiative by educating the Outdoor BU on the trend adoption, and built a ready-to-launch strategy integrated with the global brand's roadmap for performance. The metaverse is NXT, and so is adidas TERREX - Probably nothing.

Global Manager Digital Commerce 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 Consultant

Nocto International B.V.

Business Development Manager (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

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.

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