THE WORK

Consumer research program

I led a direct consumer research program that went beyond traditional market data. We talked to women about their relationship with sport — their motivations, their barriers, what authenticity looked like to them in an athletic brand and what was missing from what the market was offering. That research became the foundation for product strategy, brand partnerships and experiential programs.

Strategic business planning

I was part of the team that built the first adidas Women's Strategic Business Plan — contributing the consumer insight work, partnership strategy and marketing programming that anchored the plan. This wasn't a marketing plan layered on top of product decisions. It was a consumer-first business strategy that pulled all functions into alignment around what women actually wanted.

Strategic partnerships

I identified and managed strategic brand partnerships that extended adidas's reach with women consumers in ways the brand couldn't achieve alone. Partnerships with IKEA, Wanderlust and Universal Standard were built around consumer insight — each one chosen because it met women where they already were rather than asking them to come to adidas.

Avenue A subscription service

Avenue A was built directly on what we learned from consumer research — that women wanted a more curated, personalized way to engage with the brand. I led the marketing strategy for the subscription service, bringing together the consumer insight work and the eCommerce expertise I had built in my prior role.

Experiential and community programming

Insight told us that women wanted more than product from athletic brands. They wanted community, access and experiences that reflected their lives. I led multi-channel marketing strategy and bespoke experiential programming that built brand connection beyond transactions — including the adidas LDN Studio which became a model for consumer community building.

THE RESULT

28% growth in adidas's global women's market share with 22% growth in the women's business in the first year of the Strategic Business Plan. A consumer research methodology that became the model for how adidas approached the women's category. And a partnership and experiential model that extended the brand's reach in ways paid media alone couldn't achieve.

SKILLS DEMONSTRATED

• Consumer research design and execution

• Insight-driven business strategy and planning

• Strategic partnership identification and management

• Integrated global marketing across brand, product and experience

• Subscription service marketing and lifecycle strategy

• Cross-functional leadership across product, brand and commercial teams