Emily Mullins Email and Phone Number

Global leader responsible for the development of two of Reebok’s key growth platform; its groundbreaking loyalty program (Reebok Unlocked), and its award winning running shoes franchise.● Responsible for full running product line, from consumer insight to product design and development, ecommerce business to story telling and sell-through.● Transformed traditional ways of working by introducing agile methodology to Reebok’s product engine.● Led and managed broad cross-functional team with accountability and decision-making rights overend-to-end business.● Sell-in of 3M pairs in 25+ countries, 20 accounts, and across sales channels from commercial to premium.● Drove Running category growth 41% yoy, 39% growth on ecommerce (*’20-21) +15% average selling price.● Owned 3-5-year product roadmap and lifecycle status; implemented strategy to focus and reduce range by56% while still growing and delivering on 20+% yearly growth target. Grew margin from 55.1% to 55.8%.● Spear-headed launch of first ever plant-based running shoe- leading the footwear sustainability industry.● Led insight and analysis of consumer and marketing trends, competitors, retail landscape and culturaldrivers affecting business dynamics.

● Leader tapped to create and launch Reebok’s first global omnichannel consumer loyalty program and trainer loyalty program; Reebok Unlocked.● Led deep insights discovery process to understand the true needs of Reebok’s many consumer types● Managed internal and external agencies to develop the brand, voice and visual framework for Unlocked.● Sourced dozens of partnerships in order to support dynamic and motivating rewards ecosystem.● Launched beta program in under 7 months and launched full program in under 12 months.● Drove $4.9M in incremental revenue and $1M of contribution in the first 9 months.● Acquired 3M members within the first 9 months of launch. Currently 11.2M members globally.● Led agile team to build complete program element from consumer insights and architecture to activation● Weaved Unlocked into global CRM program covering 8 major markets around the globe.

● Led planning and launch of reebok.com in China.● Created first digital business development strategy focused on key digital partnerships and platforms.● Managed $8.3M in affiliate marketing channel resulting in 11% yoy growth.● Developed strategic partnerships in the consumer insights space for Adidas Global.

Leader responsible for both the strategy and the daily management of digital and in-feed marketing focused on acquisition and retention.● Managed $50M budget in performance marketing on paid social.● Focused on mobile marketing, user acquisition, and lifetime value.● Achieved 100% of revenue and team booking goals for two consecutive years.● Launched Twitter’s first mobile app install ad.

Responsible for rapid and accretive network growth in the payments start-up space through partner identification, onboarding, management, and strategic growth planning.● Created client management system and led launch of new loyalty and payments platform.● Led nationwide network of 3,000 businesses.● Created and implemented internal payment process flow and transaction tracking system.

• Managed 250 local SMB clients including creating marketing content, training, and analysis

• Aided in preparation of timeline, strategy and research for $50M capital campaign• Led prospecting effort resulting in 40% increase in donations

Planned, organized, and created events ranging from 50 person cocktail parties to 900 person weddings.