SENIOR DIRECTOR STRATEGY & INNOVATION | CONSUMER-CENTRIC | BRAND & STORYTELLING

Thrive at creative problem solving & driving excellence

Curiosity-driven, strategic executive with 15+ years experience in the global sport and fashion industries, who has led multi-million dollar projects with international teams and is known for rolling up their sleeves and getting things done. Recognized for their ability to forge deep connections between brands and consumer communities through compelling storytelling and marketing strategies.

Core Competencies

Global Brand & Seasonal Strategy Integrated Campaign Leadership Cross-Functional Collaboration

Brand & Product Storytelling Consumer Research & Insights Operational Excellence

Product Vision, Strategy & GTM Market Trends & Cultural Foresight Performance & Process Optimization 

Career Highlights

• Global Brand Strategy: 15+ years across multiple sport, lifestyle, and outdoor brands, with a strong focus on global strategic product positioning and brand innovation.

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

• Innovation & Brand Relevance: Led the strategic development and global launch of new technology/product innovation concepts, including serving on the LA28 task force to drive athlete-centric product and storytelling, enhancing brand momentum and setting new industry standards.

Professional Experience

2008 - 2024| adidas | Portland, Oregon & Herzogenaurach, Germany
adidas is a global leader in sporting goods and sport culture headquartered in Germany, with over 60k employees worldwide and annual sales of over 23M Euro.

SR. DIRECTOR CONCEPT DEVELOPMENT & NAMING (Innovation Direction, Strategy, Naming) 3/2019 - 7/2024
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.

• Consumer Research: Transformed athlete experience through direct partnership and consumer-centric research with para-athletes, delivering the first bespoke wheelchair basketball uniforms that set a new industry standard.

• Product Strategy: Fostered product innovation by identifying trends and consumer needs, to launch 5+ products or technologies annually, increasing brand momentum, growth and inclusivity. 

• Brand Strategy: Developed and rolled out the first adidas product naming strategy and process, encompassing 6+ business units, including playbook and tools to support future creation.

• Global Collaboration: Led global teams and drove stakeholder alignment for C-Suite-sponsored technology platform optimizations, achieving 100% on-time and within-budget delivery with reduced complexity. 

• Product Concepting: Translate data insights into a cohesive product and brand strategy. Developed athlete storytelling that allowed for the authentication of performance claims while elevating their journeys.

DIRECTOR OF PROJECTS & PARTNERSHIPS MANAGEMENT  (Global Womens' Business Unit) 10/2016 - 3/2019
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 (adidas.com & reebok.com) 7/2014 - 10/2016
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

Education & Development

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

Director Development Experience (adidas); Nominated for exclusive leadership training program 

Additional Information

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

Former member of US Mountain Bike Team and National Junior Champion