Led a dynamic cross-functional team responsible for orchestrating all-encompassing brand marketing activities for Basketball in North America. This multifaceted role spanned across communications, digital marketing, event coordination, and retail initiatives.• Oversaw comprehensive brand planning, focusing on in-season execution of 360-degree campaigns, while also contributing to the development of long-term and future season strategy.• Collaborated closely with the sports marketing department to strategically build partnership plans with high-profile organizations such as the NBA, WNBA, NCAA, and sponsored athletes.• Fostered impactful partnerships with influential figures and brands, including Pharrell, Pusha T, Eric Emanuel, Marvel, Lego, McDonald's, and Disney, injecting fresh energy into the basketball category through innovative activations.• Managed the agency portfolio, cultivating robust partnerships and strategically guiding campaigns using consumer insights and channel input to craft iconic creative solutions aligned with comprehensive go-to-market (GTM) strategies.

Oversaw all operations of the business unit, effectively acting as the General Manager for adidas Basketball within North America. I led the development of brand strategy, marketing, financial, operational, and business plans.• Played a pivotal role in the strategic vision and relaunch of adidas Basketball, successfully bridging lifestyle and performance products under a unified brand narrative and strategy.• Successfully managed the Profit and Loss (P&L), working closely with the internal financial team to ensure strategic alignment, resulting in record-breaking sales and profits in 2021.• Partnered with Merchandising and Sales teams throughout the entire Go-to-Market (GTM) process, instilling excitement and confidence in execution.• Fostered close collaboration with the global product creation team to develop a product portfolio that effectively met North American demand across various price points.

During my time working on adidas Originals I was an integral part of the marketing and brand strategy team during and incredible high-growth period for the brand, contributing to a remarkable 450% increase in revenue and 300% increase in market share. My role was marked by effective team leadership, adept budget management, strategic brand planning, and a commitment to fostering global collaboration for the benefit of the US consumer.• Led a cross-functional team in creating multiple award-winning brand campaigns.• Managed an annual marketing budget exceeding $70M, achieving cost-efficiency targets.• Crafted seasonal brand strategies and sales tools in close coordination with sales and merchandising teams.• Revamped planning processes, fostering improved global team communication and enhancing campaign relevance for the US market.

Managed end-to-end digital marketing campaigns in the US, consistently meeting ROI targets, while expertly leveraging data based insights to balance creative ideation, emerging technologies and consumer needs.• Oversaw paid media strategy across Digital, Print, OOH and TV • Developed digital based product launches for multiple collaborations including Yeezy, Pharrell, Pusha T, Eddie Huang, Daniel Arsham & A$AP Rocky • Led marketing for the development and launch of adidas Confirmed, the industry's first sneaker reservation app, and listed as a co-inventor on the patent. PAT: US2020/0320614A1

In this role, I crafted a comprehensive social media strategy spanning six diverse sport categories for the company. My responsibilities extended to managing the creative management of adidas.com, with a specific focus on the US market.• Managed a dynamic team of four community managers, fostering community growth and engagement strategies.• Steered the paid media strategy for social platforms, optimizing ROI and audience reach.• Directed the creative execution of adidas.com projects in the US, ensuring brand consistency and user engagement.

-Assisted in the coordination of all aspects of on-site activities including set-up and the engagement of event participants -Provided consultation on sponsorship activation effectiveness and direction.

−Provided administrative support for large events, special consulting projects and coursework for the top-rated academic institution−Managed a team of students in creating and maintaining the Center’s international CRM database of alumni and sports executives−Facilitated valuable digital communications between the Center and industry leaders