Over 16 years at adidas, I intentionally built diverse expertise by taking on progressively complex strategic roles; from digital commerce to global partnerships to leading innovation strategy. Each move was deliberate, I wanted to understand how successful product marketing works across the entire ecosystem, from eCommerce to brand strategy to product positioning. This path enabled me to develop stronger leadership and collaboration skills while delivering better output through understanding and complex problem solving.

SR DIRECTOR PRODUCT STRATEGY & INNOVATION | TECHNOLOGY TRANSLATION | CONSUMER-CENTRIC

Thrive at creative problem solving & driving excellence

Curiosity-driven product marketing leader with 15+ years experience in the global sport and fitness industries, specializing in go-to-market strategy, product positioning, and consumer-centric storytelling for performance footwear and athletic categories. Led multi-million dollar product launches with international teams and known for translating complex innovations into compelling narratives that drive adoption and engagement. Recognized for ability to forge deep connections between brands and athlete communities through data-driven insights and authentic storytelling.

Core Competencies

Global Brand Innovation Strategy Technology Translation & Communication Stakeholder Management
Product Positioning & Storytelling Consumer Research & Insights Operational Excellence
Product Vision, Strategy & GTM Market Trends & Cultural Foresight Performance & Process Optimization

Career Highlights

  • Product Marketing Leadership: 15+ years leading product positioning and GTM strategy for performance footwear and athletic categories, launching 5+ marquee products/technologies annually while driving double-digit growth through consumer-centric marketing strategies.

  • Consumer-Centric Storytelling & Product Strategy: Increased market confidence and sell-in (+20%) by leading a complete overhaul and GTM strategy for brand apparel and footwear technology leveraging insights and strategic storytelling.

  • Athlete-Centric Innovation: Led strategic development and global launch of athlete-focused product innovations, including pioneering inclusive design research with para-athletes and serving on the LA28 task force, setting new industry standards for performance-driven storytelling.

Professional Experience

2008 - 2024| adidas | Portland, Oregon & Herzogenaurach, Germany
Global leader in sporting goods with 60k+ employees, 23M+ Euro annual revenue

Sr. Director, Product Innovation & Brand Strategy (Concept Development, Copy & Naming), 2019-2024
Led a global team of 8+ people to ensure all technology/product innovation concepts were launched into the brand with holistic consumer-centric strategy including identity, naming, storytelling and substantiated legal claims.

  • Product Positioning & GTM: Developed and rolled out the first product positioning and naming strategy encompassing across performance and lifestyle categories (6+), creating scalable frameworks and AI-powered tools to accelerate time-to-market by 30%.

  • Athlete & Consumer Research: Transformed athlete experience through direct partnerships and consumer-centric research, delivering industry-first inclusive products and marketing strategies.

  • Launch Strategy & Execution: Fostered product innovation by identifying trends and consumer needs, launching 5+ products or technologies annually that increased brand momentum, growth and community engagement.

  • Cross-Functional Leadership: Led global teams and drove stakeholder alignment across Product, Creative, Legal, and Commercial teams for C-Suite-sponsored platform initiatives, achieving 100% on-time delivery while increasing market confidence and sell-in.

Director, Projects & Partnerships (Global Women’s Business Unit), 2016-2019
Oversaw multiple strategic initiatives (adidas LDN Studio, Avenue A Subscription service) and partnerships (IKEA, Wanderlust, Universal Standard) that helped increase the adidas market share with Women by 28% globally.

  • Global Business & Product Strategy: Orchestrated the inaugural Women's SBP, achieving 22% growth in the women's business within the first year by integrating product, brand and experiential programs, demonstrating deep consumer understanding.

  • Integrated Global Marketing & Community Building: Led a multi-channel global marketing strategy, significantly enhancing brand leadership and community connection through bespoke experiences.

  • Global Strategic Partnerships: Cultivated and managed strategic brand partnerships, driving 12% consumer acquisition growth and increased product sales

  • Market Research & Growth Opportunities: Identified key growth opportunities within the women's category through in-depth market research and competitive analysis, informing strategic product and brand direction.

  • Merchandising & GTM: Partnered with cross-functional teams and agency partners to develop and implement growth strategies, maximizing brand visibility and consumer engagement across diverse channels.

Sr. Director Marketing Activation, Digital Commerce (adidas.com and reebok.com), 2014-2016
Led eCommerce content marketing, visual merchandising and creative teams and strategy for adidas and reebok. Built and mentored 12-15 FTE, along with external contractors and agencies. Spearheaded revolutionary programming that influenced both brand growth and global best practices in digital marketing.

  • eCommerce Growth & Strategic Activation: Spearheaded NAM eCommerce marketing activation, navigating dynamic market conditions to deliver double-digit growth while balancing brand and performance objectives.

  • Consumer Acquisition & Loyalty: Drove significant customer growth and loyalty through targeted creative strategy and compelling digital experiences, increasing customer lifetime value and boosting retention by 27%.

  • Multi-Million Dollar Budget & ROI Optimization: Maximized marketing ROI to 3x on multi-million-dollar budgets, ensuring profitable growth and strategic investment in brand-building initiatives.

  • Integrated Campaign & Omni-Channel Execution: Partnered cross-functionally to develop and execute high-impact integrated campaigns and holistic content strategy across owned, earned, and paid channels.

  • Data-Driven Performance Optimization: Established consistent campaign tracking and leveraged data-driven insights to continuously optimize performance, pilot new programs, and refine digital retargeting programs.

Additional Roles Held: Director Marketing Activation - eCommerce, Senior eCommerce Marketing Manager, Digital Marketing Manager eCommerce

Web Marketing Manager - KEEN Footwear | Portland, OR 2006-2008

Marketing Assistant & Sports Writer - OregonLive.com | Portland Oregon 2003-2006

Education & Development

Bachelor of Arts, Graphic Design & Marketing (Dual Degree), Portland State University

AI Fluency Certificate, Anthropic   AI Academy - Ongoing , Section.ai

Additional Information

Mentor, BUILT Oregon; Serve as mentor for Oregon small business owners

National Champion and Former member of US Mountain Bike Team and National Junior Champion