Built the messaging system that communicated the unique selling proposition of adidas product technologies.

Built the first naming strategy and AI-powered naming tool for adidas, creating a scalable system across 6+ business units that reduced concept-to-market timelines by 30%.

Led eCommerce marketing for adidas.com for 8 years, managing acquisition, retention and full-funnel growth. Co-developed a cross-device attribution framework with Google documented as a case study.

Drove the strategy towards adidas becoming a more inclusive brand through products and innovation by working with those who are under-represented in sports.

Led a consumer research program to understand the participation drop in women’s sports. Used those insights to drive product strategy, partnerships and experiential programs that grew the women's business 22% in year one and adidas women's global market share by 28%.