João Marcelo Meyer Email & Phone Number

São Paulo, Brazil

Sao Paulo, Brasil

• Responsible for Brand Comms, Categories, Sports Mkt, GTM and Trade Marketing. Report to President and leading of 57 people.• Accomplishments: FY22 (YoY): +24% | FY23 (YoY): +9% | FY24 (YTD): +17%; Kantar 2024: #1 in Awareness, Consideration and Intention; Market share: +1.6pp in 12 months. • Redesigned GTM process, led by Brand, maximizing execution of category vision at the point of sale. • Planned & executed WC22 plan, using the ball (Al Rhyla), as the main point of connection with consumers – ST% @85% Full Price. Together with CUFA, transformed 8 communities in BR with revamped FB courts. • Deployed Running Category Offense led by new segmentation & local for local production, gaining +3pp in market share at the top and bottom of the product pyramid.• Designed new Lifestyle Calendar of campaigns, shifting communications from products to platforms, deploying low profile trend (Samba) in Brazil and gaining +4pp in market share in the past 12 months.• Invested in Gen Z engagement, elevating the most important moments of Sports, Lifestyle & D&I.• Built a digital influencers portfolio with deep connection to lifestyle & wide reach of target consumers (120M).• Delivered World Cup 22, Rio Marathon 22/23 and Lolla 2023 having adidas as the most remembered Brand. • Sports Mkt: built a under 20-year-old portfolio of athletes to build momentum for Olympics 24 and WC 26.• Renegotiated and renewed CR Flamengo contract until December 2029.• Opened 2 Brand Experience Stores (Rio and Sao Paulo).

Brazil

Responsible for E-Commerce, Franchise and Factory Outlets. Reporting to President and leading 33 people in the office and 780 in stores.• Accomplishments (YoY) Net Sales: FY19: +22% | FY20: +27% | FY21: +33%.• Shifted E-commerce business to a Full Price model, gaining 17pp in Full Price share in 2 years.• Accelerated app share from 5% to 20% decreasing dependency of investments to generate E-com traffic.• Elevated Digital channel share to 62% of DTC to compensate store closures during Pandemic.• Launched WhatsApp sales, reaching up to 4.2% of revenues generated in Bricks and Mortar.• Redesigned Franchise footprint, closing underperforming doors and expanding in the tier 1 & 2 locations.• Implemented Factory Outlet Assortment, elevating productivity, experience and profitability of the business. • Opened 30 doors in 30 months (24 Franchise + 6 outlets).• Increased 15pp in e-NPS during Pandemic, thru engagement and communication initiatives.

Central & South America

Responsible for South and Central America Countries, reporting to Lifestyle SVP and leading 63 people in 2 different offices (Sao Paulo and Santiago). • Accomplishments (YoY): FY18: +52% Net Sales; 9.6% Ebitda | FY19: +40% Net Sales; 14.1% Ebitda. • Ramp up Brazil business through an integrated market penetration plan, taking it to profitability in 2 years.• Launched Chile business reaching 22% bottom line in the first year of operations.• Renegotiated distributors contracts, guaranteeing investments to foster sustainable growth based on 3Y plan per country, channel and partners – anchored by mutual agreements.• Implemented GTM process in the Region.• Developed and executed Strategic Brand Development Plan in the region gaining 4pp of awareness in 2 years.• Launched Vans.com in Brazil and Chile reaching 10% share of business in 12 months.• Opened 10 VANS Stores in 18 months (Chile, Brazil, Argentina and Colombia).• Implemented weekly S&OP, helping Supply to get a substantial level of accuracy and Inventory control.• Expanded level of communication with Staff and supporting team, gaining 20pp of e-NPS in 18 months.

Sao Paulo

Board member of APICE - Sporting Goods Brazilian Association

Brazil

Responsible for Nike.com | Brand Experiences | Nike Stores | Nike Factory Stores. Reporting to president and leading 43 people in the office and over than 800 in stores.• Accomplishments (YoY): FY16: +14% Net Sales; 26% Ebitda.• Responsible for Direct-to-Consumer business: Nike.com | Brand Experiences | Nike Stores | Nike Factory Stores.• Shifted Nike.com platform to a premium model, increasing double digit sales growth and 550 bps in margin.• Refitted Brand Experience Doors into new exclusive concepts (Nike Ipanema & Nike Copacabana).• Reset Nike Stores Gross to Net Plan (Shipments/Cancels/Returns/Net Sales), increasing efficiencies in 80%.• Accelerated Outlet expansion & implemented a profitable business model, with Merch Planning & Allocation.• Developed & Executed Integrated Marketplace Development plan for the Olympics – RIO16.• Designed Omni-channel strategy for the entire territory.

São Paulo, Brazil

• Accomplishments (YoY): FY13 +33% | FY14: +37% | FY15: +30% Net Sales• Developed strategic alliances with wholesale MB partners to elevate and develop the marketplace targeting WC14 and RIO 16• Mapped and developed investment tiers based on city demographics and consumer profile.• Implemented Planning Center of Excellence | POS info & reporting of ST of 65% of the marketplace.• Created and executed 3-year marketplace development plan (Territory / Category / City and Partner level) • Developed and implemented consumer assortments by segment, focused on productivity & profitability per SQFT.• Executed 21 stores in stores, 3 Digital Stores and 60 corners in Wholesale Partners in 18 months.

São Paulo Area, Brazil

• Accomplishments (YoY): FY12: +25% in Net Sales; 11% in Ebitda delivered to partners• Responsible for Nike Stores BU: Sales, Planning, Merchandise, Operations and Partner Relationship.• Improved most KPIs of the business (Comp, Sell Thru, RTVs, Cancel Rates) thru a better planning process and sharper Direct Assortments focused on most productive categories of the business.• Developed & Implemented Operational Playbooks to all partners.• Opened the first Brand Experience of the Emerging Markets – Nike Ipanema (Rio).

Brazil

• Responsible for US$ 250M turnover | Accomplishments (YoY) | 2010: +9,2% Net Sales | +15,2% Gross Margin.• Strategic Commercial Annual Planning.• Reengineered Planning and Development Processes, Re-designed Organization. • P&L, Forecast and Budget Management.

São Paulo E Região, Brasil

Women’s Division• Accomplishments (YoY) 2009: +23,5% in Net Sales; +19,5% in Gross Margin.• Merchandise Planning, Product Development, Sourcing & Negotiation (Local & Imported).• P&L Management, Performance Analysis, Allocation and Store Follow up.• Project Leader of Walmart Buying & Merchandise Management – All Soft lines.

Men’s Division• Planning, Product Development, Positioning, Pricing and Negotiation (Local & Imported).• Accomplishments (YoY): 2006: +13,5% Net Sales | +10% Gross Margin; 2007: +7,2% Net Sales | +8% Gross Margin; 2008: +9,7% Net Sales | +19% Gross Margin

Brazil

• Accomplishments YoY (U$45 M Turnover): 2004 +18% | 2005: +5% in Sales• Strategic Product Plan & Execution | Product Development, Negotiation, Positioning, Pricing & Communication

San Diego - Ca

Internship Program - Asset Management

Sao Paulo, Brazil

Extension, Business, Management, Marketing, And Related Support Services

Mba, Negócios Internacionais

Post Graduation, Business, Management & Marketing

Bachelor Of Business Administration (B.B.A.), Business Administration And Management, General