Director, DTC Marketing Planning

Introduced a new promo touchpoint strategy, limiting high-visibility promotions per quarter while avoiding clashes with high brand impact moments.

Collaborated with analytics to monitor sales and brand engagement impacts.

Partnered with creative and brand teams to ensure non-promo periods focused on storytelling and value.

Initiated and led the strategic standardization of homepage and campaign promo cadence across DTC.

Restored balance between brand storytelling and promotional activity.

Improved consistency in consumer experience and brand positioning across touchpoints.

Served as strategic lead for end-to-end planning of major commercial moments across North America for the DTC channels.

Defined timing, phasing, and product portfolio strategy.

Integrated consumer insights and retail needs into campaign direction.

Coordinated across digital, retail, CRM, and PM channels for unified storytelling.

Set a new benchmark for multi-channel campaign planning and execution.

Achieved a consistent brand presence across channels.

Partnered with analytics to embed data-driven decision-making into marketing planning and led the shift toward a quality-over-quantity campaign approach.

Co-created KPI dashboards to guide campaign prioritization and performance measurement.

Integrated audience and business impact data into the Go-to-Market planning process.

Established clear prioritization criteria to focus resources on high-impact campaigns.

Established a data loop to consider insights at every point of decision making.

Reduced campaign volume by 50% while maintaining visibility and engagement.

Shifted planning from reactive to strategic, insights-driven decision-making.

Strengthened collaboration between marketing and analytics, improving both focus and effectiveness.

Led global marketing workstream for process creation, planning, and strategy around DTC exclusives communication and activation.

Developed end-to-end planning framework and communications strategy.

Created storytelling templates and seasonal campaigns for local teams.

Worked closely with product teams to identify the right portfolio of exclusive products based on campaign learnings.

Implemented a testing pipeline to allow teams to learn and optimize quickly.

Established a scalable global model for DTC exclusives.

Strengthened brand differentiation and loyalty through unique consumer experiences.

Led key brand marketing initiatives for wholesale and DTC channels, representing the brand in campaign planning and content creation.

Managed the 2016 adidas brand campaign launch for the German-speaking market, including media agency briefing, budget oversight, channel mix planning, and campaign execution.

Represented the brand at multiple photoshoots to ensure content alignment with global brand identity and creative standards.

Planned content requirements for global campaigns, coordinating with markets to meet local needs and ensuring timely, full delivery.

Led wholesale-specific projects such as the Bread & Butter fashion event (300 sqm adidas booth) and a content-driven adidas Women’s platform on Zalando, managing agency partners, budgets, and creative execution.

Delivered high-quality, on-brand campaigns that increased engagement across markets and channels.

Strengthened global-local alignment by ensuring consistent content delivery and strategic brand messaging.

Elevated adidas’ brand presence in partner environments.