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Rafael Nespereira

Sr.Global Manager Product Marketing Sportstyle at PUMA Group
Portfolio website
https://rafaelnespereira.squarespace.com/ (password: Nespereira)
About

Creative lead | Art Director | Campaigns and Lookbooks | Production | On-set management |

Previous Brands
Cortefiel
Grupo Cortefiel
Inditex Tempe
Oficina Económica Ycomercial de España En Dubai
Polimoda
PUMA Group
Spanish Embasy
Trendstop
Zalando
Zalando Se
ZARA
Work Experience
Sr.Global Product Marketing Manager Sportstyle
Nov ‘20 - Now
PUMA Group

A 360 global role creating, developing and implementing the marketing and go-to-market strategies for the seasonal initiatives during the sell-in and sell through period. Analysis, plans and tools based on extensive research of visuals and data to shape and address a contemporary and trend driven streetwear consumer. Screening new fan-based ambassadors (Dua Lipa,Neymar) for creative partnerships and activations, engaging them to the brand and audience. Connect inside the company getting cohesive projects rolling-out into local markets with the same global spirit. Bridge the external agents with streetwear talents in ideas and works that bring new visions into the brand. Secure that the brand values are represented on the concepts created, through an unique aesthetic and personality on each of them. Enlist brand retail, e-com and digital stories in the global marketing strategy, executing innovative solutions for their channels.

Senior Global Product Manager Sportstyle footwear
Jul ‘19 - Nov ‘20
PUMA Group

Developing seasonal collections and marketing strategies for the different franchises: new concepts, lifecycle management, distribution channels and price pyramid. Managing product lines through a process of product planning, internal design and development meetings until prototype approvals; ensuring that the final collection is reflecting market needs Developing conceptual assortment plans and price basis considering specified business targets as well as Merchandising plans. Leading specific Co.Creative projects with relevant figures in the streetwear market, like Han Kjobenhavn, Billy Walsh or ADERERROR, providing new franchises and marketing concepts for premium distribution channels and retailers. Providing cross-divisional creative trend concepts and stories with specific storytelling proposals for the different franchises and market releases themes,customers, color and material drops, future activations and campaign ideations. Checking FOB´s and Margin prices during the whole product process, from planning to the final milestone, and working closely with developers and designers to achieve and improve given business targets. Preparing market and competitor studies on an international level as well as analyzing forecasts and sales analyses. Working closely with Business Unit, footwear, apparel and accessories teams to ensure concept and product coordination across all product segments Presenting the product lines to international partners and key accounts at international meetings

Global Product Line Manager Sportstyle | Running
Oct ‘17 - Jul ‘19
PUMA Group

Sr. Trend Creative / Fashion Direction
Nov ‘14 - Oct ‘17
Zalando Se

Organise and develop the internal Trend Forecasting in-house agency for Zalando, setting up the activities, plan and reports. Provide seasonal and relevant Macro-Trend Forecast, including intensive research and analysis about: consumer insights, digital innovations, arts & culture and fashion trends. Plan, edit and deliver seasonal trend books and product research presentations across categories and departments about fashion brands,key items and silhouettes, colours and materials. Define with GBM the seasonal marketing calendar, adapting those trend topics to the customer onsite. Provide creative trend concepts for the Big X and Trend Shop campaigns and lookbooks for Zalando and Zalando Premium with GBC, managing the selection of keystyle samples and the styling approval. Set up, edit and deliver styling and visual merchandising guidelines for the different pools and categories to ensure the accurate product presentation on site. Curate, select and approve the outfits and styling direction for the different catwalk shows for Local Brand Marketing. Lead and develop the creative trend themes for the diffrent SMU´S styles in collaboration with the TOP 10 Business Partners : VF Group, Birkenstock... Lead, edit and produce the internal trend communication tools within the company (newsletters, trend reports and online feed) creating concepts and content. Drive the creative process for ZALANDO ICONICS: product range and sketches, colour and material selection, technical packages, corporative image, logo, packaging and promotional assets. Follow-up and discuss the buying process with the head of buying: budget (800k), margins and retail price structure.

SR. MARKETING MANAGER
Aug ‘13 - Sep ‘17
Zalando

Organize and develop the Trend Forecasting in-house agency for Zalando with three junior strend scouters for seasonal Macro-Trend Forecast. Creative storytelling concepts for the Big X and Trend Shop campaigns and lookbooks. Seasonal trend books and product presentations exposing creative direction and concepts.

Footwear Trend forecaster and data analyst
Aug ‘13 - Oct ‘14
Zalando Se

Creative seasonal footwear trend direction (man&woman): moodboards, colour palette and material research. Footwear design and development for marketing collection: concept creation, product sketches, colour and material selection and development. Creation of concept ideas for campaigns and lookbooks. Product research and data analysis. Review of bestsellers and competitors. Maintenance of the showroom

Editor Freelance
Jun ‘12 - Jun ‘12
Trendstop

82 Pitti Uomo and Milan fashion week Coverage: - Fair coverage: exhibitors, detection of future trends. - Trend report:Main and more interesting brands exhibiting, product analysis, future trends in menswear (S/S 2013), upcoming brands. - Street style pictures (Milan fashion week).

TREND FORESCASTER
Apr ‘12 - Dec ‘12
Polimoda

Master in Trend forecasting

FOOTWEAR PRODUCT MANAGER
Jan ‘10 - Mar ‘12
ZARA

Product,sales management and planning: targets by country, purchase and distribution strategy, including peak of sales, upt to a total of 7M of Eur. per season.

Product Manager (Turkey/Middle East countries)
Jan ‘10 - Mar ‘12
Inditex Tempe

Responsible of footwear and accessories for EMEA countries: - Strategic marketing planning. - Sales management according to specific budgets. - Peak of sales planning: sales target, purchasing quantities and distribution strategy. - Menswear and footwear trend analysis. - Product development and selection according to the needs of the market. - Daily management of 80 stores in EMEA countries

TRADE ADVISOR MIDDLE EAST
Jan ‘09 - Dec ‘09
Spanish Embasy

Business advisor for Spanish fashion brands interested on EAU and Qatar.

Trade Advisor
Jan ‘09 - Dec ‘09
Oficina Económica Ycomercial de España En Dubai

- Trade Advisor for Spanish firms interested on market entry and expansion U.A.E and Qatar. - Market studies and sectoral reports for the Office. - Promotial events Management for Spanish companies (trade fairs, commercial trips)

ASSISTANT BUYER
Nov ‘07 - Dec ‘08
Cortefiel

Técnico de Comercio Exterior
Nov ‘07 - Dec ‘08
Grupo Cortefiel

In charge of the following duties: - Shipments - Payments - Buyer assistance

Languages
Spanish - Native
English - Fluent
Location Preference
Open to relocation
Work Pattern
Full-time
Employment Preference
Permanent Positions
90 Nuremberg, Germany