In 2008, eCommerce was still finding its feet in athletic apparel. By the time I left my role in 2016, adidas.com was driving double-digit revenue growth, retention rates were holding in the mid-70s and we had built a cross-device attribution framework that Google documented as a case study. I was a key piece to leading this growth.
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THE WORK
Full-funnel channel management
I managed acquisition and retention across email, paid and owned channels for both adidas.com and reebok.com. I made real-time decisions from program-level performance data — adjusting promotional timing, pulling levers when conversion signals slowed and running structured A/B tests through Optimizely to validate creative and messaging decisions. The analytics team gave us a broader view. I ran the channel-level decisions.
Cross-device attribution framework
In 2013 the consumer journey across desktop and mobile was largely invisible. Most attribution models treated them as separate events with no way to connect what a consumer did on one device to what they did on another. I co-developed a cross-device attribution framework with Google and our agency partner that connected those journeys and gave the marketing team a materially more complete view of the path to purchase.
Subscription marketing — Avenue A
I owned acquisition and retention marketing strategy for Avenue A, adidas's consumer subscription service. I built the consumer lifecycle framework from launch — covering how we acquired subscribers, how we communicated with them over time and how we measured and maintained retention.
Team and budget leadership
I built and mentored a team of 12-15 full-time employees plus external contractors and agencies. I managed multi-million dollar budgets across both brands and maximized marketing ROI to 3x — balancing brand-building investment with performance objectives.
THE RESULT
Double-digit eCommerce revenue growth across adidas.com and reebok.com. Customer retention rates held in the mid-70s throughout. A cross-device attribution framework adopted and documented by Google. A team of 12-15 people who understood both the brand and the performance levers and knew how to operate across both.
SKILLS DEMONSTRATED
Full-funnel consumer marketing across acquisition, activation and retention
Channel-level decision making from real-time performance data
A/B testing strategy and execution
Cross-device attribution co-developed with Google
Subscription service marketing and lifecycle strategy
Team leadership and multi-million dollar budget management