Brand enhancement expert with 15+ international experience in marketing, product, merchandising and buying for top fashion, lifestyle and FMCG brands
• Develop and execute marketing, media, digital, product and brand strategies to deliver growth across Beauty, Floor care, Environmental care and B2B segments • Owner of brand PnL, driving efficiency, implanting brand KPIs to measure impact • Drive market insight to enable tailored messaging in local campaigns
• Lead cross brand international special projects from brief to GTM strategy, with a focus on digital partners collaborations for EMEA and APAC (Kith, Zalando, Browns Fashion, ASOS, etc.) • Drive pure players buying enhancement strategy: consumer knowledge, seasonal planning, GTM • Manage Sport merchandising for EMEA and APAC (Polo Golf, RLX, Wimbledon, Australian Open) ⇨ +30M€ incremental sales generated each year via special projects ⇨ Development of Wimbledon x RL, Australian Open x RL uniforms and retail capsule generating PR and sales
• Lead brand strategy: strategy, planning and operations of campaigns on and off-line, ensuring 360 consistencies: wholesale & retail marketing, digital, media, PR, CRM • Leverage and integrate consumers insights to create local content which will resonate to the audience • Drive consumer and market knowledge to influence brand strategies • Develop and deliver the sport marketing strategy (Wimbledon, Golf, etc.), renegotiation of the Wimbledon contract ⇨ Launch of min. 10 campaigns per year ⇨ Development of local campaign with global reach: E.g. Wimbledon (content creation with APAC celebrities, take over of Regent Street for activation, introduction of eGaming activation)
Develop, adapt and implement the global brand strategy for local markets amplification • Manage campaigns co-creation process cross departments (PR, Media, Merchandising) • Collaborate with internal and external agencies for brand content creation and amplification • Amplify brand sponsorships (Wimbledon, Golf, The Open) for strong visibility on and off-site through impactful marketing mix and influencers partnerships, contractual negociations ⇨ Launch of 1st ever micro-influencer pan-EMEA campaign ⇨ Development of fully integrated campaigns around RL icons
• Implement the marketing & communications strategy for emerging markets • Manage the implementation of the seasonal brand plans with local partners: digital & social media programs, PR activation, influencers management, retail promotions, CRM, events • Drive Middle East Ramadan specific product launch ⇨ Launch of Calvin Klein in new markets (E.g. Saudi Arabia) through 360° campaigns ⇨ 1st ever digital media campaign with Carat driving brand awareness and acquisition across the region
• Elaborate, adapt and align Global / Regional brand strategies in Maghreb, Levant and Egypt for all divisions • Translate all initiatives into cost efficient media plans covering all appropriate communication channels • Ensure broad PR representation in media most relevant to adidas core target groups supporting key brand messages (Sport and lifestyle) • Create and implement retail activations in MEA for key sports events ⇨ Award-winning FIFA World Cup Brazil activation leading to Samba football boots to be sold out within the region
• Develop and implement product range strategy (net sales, margin, SKU target) • Create and manage the strategic business plan for reaching 2015 global objectives through: - Product strategy: offer, positioning, pricing, sales and margin target, collaborations - Distribution: Identify and approach new fashion doors • Work closely with in-house designers to produce locally relevant products • Elaborate collaboration/influencers and action sport strategies in partnership with PR • Analyse and optimize sales and profitability per season & category ⇨ Launch of the Stan Smith in EMEA → shoe sold out within few weeks ⇨ 1st ever local social media campaign via adidas Originals
• Manage buying, merchandising & business development for UAE, Kuwait and Lebanon • Oversee Marketing and VM activities • Negotiate OTB with the supplier, based online and season splits • Manage budget and P&L for existing stores and new opening / closing
• Define product and go-to-market strategies, and execute the wholesale marketing plans • Manage seasonal initiatives: tailor-made trade marketing activities adapted to regions specificities (POS, windows, events, mailers, etc.) • Lead planning and on-site organization of seasonal collection launches