Ashley Frey Email & Phone Number

Herzogenaurach, Bavaria, De

Report to Director of Brand Communications, US Sports Group, leading Global Brand Communications strategy and activation for Baseball and Softball, including athlete activation.• Owned marketing campaign strategy and implementation for cleat collaboration with Swarovski crystals. Connected campaign with 2022 MLB Rookie of the Year, Julio Rodriguez, and the Seattle Mariners. Garnered earned media impressions 6x above benchmarks. Product sold out in less than six hours.• Developed marketing strategy to launch a premium product collection at the 2024 MLB All-Star Week and Little League Baseball World Series. Exceeded reach targets by 1%. Lead product sold out on adidas.com in one week.• Shaped the overarching 2023 US Sports brand marketing strategy for the first time in 2+ years, presenting to the North America Brand Marketing team, including SVP of Marketing. Contributed to 30% category growth YOY.• Supervise Assistant Brand Manager, Dugout.

Herzogenaurach, Bavaria, De

Reported to Director, Brand Communications, US Sports Group for short-term assignment to lead Global Brand Communications strategy and activation for US Football, Baseball and Softball.• Collaborated on the 2024 US Sports Brand Marketing Strategy and developed the 2024 bottoms-up budget request connected to Brand and Category strategy, leading to a 100% increase in budget secured YOY.• Led marketing strategy for the reset of all US Football, Baseball and Softball cleats, aligned to athlete partners. Sold strategy into Brand, Product and Sports Marketing. Initial product launch exceeded sales targets by 50%.• Partnered with global internal and external counterparts for first US Football global activation for Patrick Mahomes at the 2023 Chiefs game in Germany. Activation recognized as best-in-class by adidas Global leadership.• Coordinated announcement of 10-year partnership with Texas Tech University via alum, Patrick Mahomes, with organic coverage by multiple media outlets, including Sports Illustrated and Sports Business Journal.• Supervised two direct reports.

Herzogenaurach, Bavaria, De

Reported to Senior Director for US Football Business Unit on short-term assignment to head Global Brand Communications for US Football, including Patrick Mahomes plans.• Developed the 2022 US Football brand communication plan, leading a cross-functional team across Sports Marketing, Trade Marketing, Digital Activation and external partners to drive double-digit topline YOY growth.• Oversaw go-to-market plan and execution of Patrick Mahomes’ second signature shoe launch, achieving 100% sell-through of inventory in under 72 hours. Drove 17% increase social reach, 24% increase in net-new members.• Accomplished above-average sell-through (21%) in first two weeks of a cross-category product launch, driving marketing strategy and activation, amidst significant product delays and cancellations, with a budget of $1.1M.• Supervised Assistant Brand Manager, US Football.

Herzogenaurach, Bavaria, De

Directed digital marketing strategy and execution for adidas at JD Sports US and Finish Line.• Managed implementation of product campaigns, including Forum and IVY PARK, for the JD Sports Group’s digital platforms. Influenced marketing strategies with Trade Marketing and CTC to drive effective omnichannel plans.• Drove digital content for the JD Group, localizing global content, while partnering with North America Category and Social teams on supplemental content and In-Store Communication to ensure consistency across channels.• Spearheaded adidas digital content at JD Sports’ first US flagship store for grand opening and subsequent seasons, shaping processes and fostering relationships with global and in-market JD and adidas counterparts.• Developed media strategy and activation playbook for all of North America wholesale, aligned to adidas global brand media. Presented to adidas Global and North America leads, receiving positive feedback.

New York, Ny, Us

Drove consumer and shopper marketing strategy for the following brands: The Clorox Company (Clorox Cleaning, Liquid Plumr, Brita, and Hidden Valley Ranch), and Grupo Bimbo (Sara Lee Bread, Thomas' English Muffins & Bagels, Takis).• Crafted a brand pyramid that shaped the positioning for a Spanish Artisan Bread to penetrate US markets including the campaign launch details. Set a $1.3MM sales goal and achieved $1.7 MM; market share of bread category was 8.5%, 1% higher than objective.• Created content for digital media and online video for YouTube, streaming TV, including research that combined macro-level consumer insights with quantitative panel data in 2 days and consequently won advertising business that contributed to key account growth• Cross-functionally led digital, planning, innovation, and brand teams on consumer insights and strategic omni-channel campaign planning• Recruited, hired, on-boarded, trained, and developed a new marketing intern • Managed vendor relationships and RFP's through customization of data tools, budgets, research and contracts• Delivered consumer and shopper insights through positioning statements, brand pyramids, presentations, and other research to guide channel and retailer-specific client strategies for use by the sales team • Strengthened social media content strategy and drove engagement with consumers for 10 Grupo Bimbo brands by cultivating cultural and target insights for content on Facebook, Instagram, Pinterest, and Twitter

Boston, Massachusetts, Us

Led creative strategy, promoted product innovations with leading national retailers, and managed marketing team projects within budget for the following brands: Procter & Gamble (Pampers, Head & Shoulders, Secret, Always, and Venus), COVERGIRL and the Association of Equipment Manufacturers.• Crafted creative brief and experience strategy through network research for the first all-female football pregame show sponsored by COVERGIRL, which was awarded multiple marketing awards, including Silver & Bronze Clio’s, and Gold & Silver Reggie’s • United 5 disparate P&G brands in a single, cohesive strategic platform at the 2015 Essence Festival through a "choreographed dance" performed at the booth (4500 attendance), day parties (6,500 engagements), resulting in a 4x increase in social media impressions (148MM impressions) from previous year• Composed a creative brief and content strategy for the innovative technology pavilion at the Association of Equipment Manufacturer’s 2017 CONEXPO-CON/AGG, the largest trade show in the Western Hemisphere • Collaborated with creative teams on brainstorming sessions to fuel ideas, define strategies and write point-of-views for new business prospects, leading to 3+ new business wins, and existing client events garnering 7M Facebook views, and 421K organic YouTube views

Kansas City, Missouri, Us

Bolstered existing account relationships through effective management of budgets, timelines, billing, and creative execution including the hiring and management of account interns for the following brands: MetLife, Farmland Foods, LPL Financial, and Banfield Pet Hospital• Improved and maintained successful client partnerships on multiple accounts (Farmland Foods and Banfield Pet Hospital) by leading teams in day-to-day traditional and digital marketing efforts from strategy to creative execution • Oversaw Banfield Pet Hospital’s email program, coordinating content, segmentation, testing and reporting through demographics and psychographics of past behavior of opens and click-throughs• Overhauled annual content calendar for LPL Financial by seasonality and consumer needs, and led ongoing optimization by managing internal digital and social teams in concert with external content platform providers• Project manager for MetLife's Employee Benefit Trends' website working with internal cross-functional partners, plus managed external web development team (Completed on-time and within $1M budget)

Lawrence, Ks, Us

Coordinated strategy and project management of omni-channel campaigns including content, budgets and timelines for: Children’s Mercy Hospital & Clinics, Community America Credit Union, and the Kansas Department of Commerce• Improved the hospital's ranking through the management of refreshed TV, web video, and direct mail content from the viewpoint of each of the key physician specialties • Coordinated the planning and execution of shopper marketing support for two Royal Canin product launches• Led the management of a full website revamp of the Kansas Department of Commerce's workforce website from strategic development to execution• Oversaw partners, budget and content for a Community America Credit Union award-winning sales tool

Master Of Science (M.S.), Integrated Marketing Communications, Specialization In Brand Strategy

Bachelor Of Arts (B.A.), Print Journalism, Public Relations