The BASiCs

Question 1

Why Adidas?

Answer 1

> > Product - biased for the product given my german background - great, thoughtful, sustainable design by way of the three loop strategy;
Creator-centric - i’m an artist at heart and value elevating the voices of the creative community to make change in the world as adidas does

Question 2

Why this role?

Answer 2

> > Adidas: favorite product growing up, love the creator-centric nature of the brand narrative - can relate to greatly;
Feel set up for success based on my past experience - leading cross channel digital teams, as well as owning execution across every digital touchpoint you can imagine;
Have worked in every sport category - at a cross cat level at nike for 3 jobs; all others had a little cross over;
Hit the ground running;
Challenge - something fresh and new, but familiar enough;

> > Storyteller at heart - visual communications - word and visuals to engage and enroll others to take action; high level to personalized level;

> > Integrated marketer - brand, digital, retail, creative brand - have creative narratives and marketing strategies within each - truly love to
Passion for and Experience creating interconnected, omni-channel experiences
Appreciation for creators - designers, artists, photographers - i myself
Digital marketing and innovation prowess to grow the adidas business

[[Insight, Strategy, Creative]]

Question 3

Tell me about your experience.

Answer 3

> > Eve
Fun Fact - Twin sister, Wanted to be Artist, Also a Math Nerd - always mixed the art and science

> > Ohio State University - Started off in design - visual communication; Shifted to Business with Marketing Degree; Design Minor;

> > CHAARG - like class pass for college aged students before class pass existed - with more of an emphasis on community; built brand from bottom up, lead marketing, creative and communication;

> > Nike in the Central Region of NA with a focus on Chicago - Running Brand and Training Brand;

> > Nike in the Central Region of NA with a focus on Chicago - Digital Brand Strategy and Creative Lead for the launch of localized digital content across all channels;

> > Nike EKIN in San Francisco - integrated marketing lead; created brand experiences for accounts, members and authenticators in the bay area; also supported localized digital content creation.

> > Entrepreneurship bug - Brand Identity Design Consulting, Yoga Instructor, Preciscion Running Instructor

> > Lululemon - lead brand and community for biggest volume store in the region; led team of 28 and also led local and global events through online and offline, cross channel marketing from strategy to execution;

> > Nike - Global Omni-Channel Marketing - sat in a rooom and merged the digital and physical retail functions;

> > Nike - Digital Brand Channel Lead + Content strategist - first for nike app, nike run club and nike training club, eventually across email and .com with ties to paid media, social and wholesale

> > Looking for my next adventure - love digital; opportunity to grow business through data and culture driven insights to personalize the member experience from online to offline!

> > brands about elevating people, visionaries, activists, top creators - elevate voices

Question 4

Why you?

Answer 4

> > Insight driven marketer with not only cross-channel digital marketing experience, but also experience working in brand, retail and creative functions - to create campaigns in partnership with well-known athletes and creatives.
This would allow me to understand the language of all teams and jump on board seamlessly.
Global, Geo, Regional, City
Leverage unique experience as an entrepreneur, as well as working for lululemon and nike to bring a fresh perspective on personalization, data informed marketing as well as direct to consumer strategies.
Peloton

> > Nike Run Club and Nike Training Club content and marketing campaign strategies - peloton partnership;
All sport categories in two jobs, and then some!

Question 5

What sets you apart from other marketers?

Answer 5

> > Entrepreneurial spirit always - ability to see gaps/opportunities to grow business and build framework / bring teams along with me to do so.

> > Lulu, Nike&raquo_space; direct to consumer;
Global, NA, Local;
Left and right brained;

> > Insight driven, left and right thinker - take you from right to left seamlessly with data analysis - from qualitative to qualitative - to craft a strategy to fuel creative to meet objectives.
Entrepreneurial spirit always - ability to see gaps/opportunities to grow business and build framework / bring teams along with me to do so.

Question 6

Why Digital Marketing?

Answer 6

> > Personalization - Digital, love that challenge
Signals to create separate messages for different member cohorts
Allows you to be calculated and creative to a different degree
Have more tools on hand to positively effect the business - which is data.
Knack for analyzing data, identify key learnings to inform best possible strategy to work as a catalyst for creative - that both pushes culural boundaries, meets business needs and the needs of the member
Personalization opportunities abound

Question 7

Why Top Creator Marketing?

Answer 7

Creative by nature, honored to work to elevate the mission of these creative forces.
Have worked with big name athletes [bo jackson, joan benoit samuelson] and directed artists/photographers [trash hand, nolis]. Worked on musical projcets. Some of my favorite projects.
Transcend fashion and apparel - with messages to shift the world for good.
Connect with Pharrell from a spiritual perspective and with Beyonce given her shift to a non-binary approach to apparel.

Question 8

Why Music Artists?

Answer 8

Self-proclaimed DJ - for my friends, literally made a tent fort in my room to camp out and listen to the radio all day so i could add ‘no scrubs’ to my tape cassette.
Music for me is just as healing, if not more healing than sport.
I’d be honored to bring my marketing prowess to this opportunity to elevate the voices of these humans whose voice transcends sport, fashion and music.

Have worked with Spotify and Apple Music to bring stories to life for athletes.

Question 9

What innovative ideas do you have?

Answer 9

Support the artists. Align with brand and business.

What are the artist’s objectives and key messages? How do they align with the business and brand? Like a Venn Diagram :) - Win Win situation;

Artists not touring - how could there be a virtual event exclusively for Creators with Top Creators talking about music x fashion x sport x inspriation x social justice x more.

Creator x Creator

Personalization

Spotify x Adidas Collabs

Integrate HumanKind brand / wellness more into adidas / pharrell collaboration

Question 10

What drew you to this role?

Answer 10

Passion for interconnected, omni-channel marketing with a focus on digital. Love finding ways to acquire, engage and retain members - to serve, really; To make them feel they belong; Passion for music and artists - their healing magic, be honored to work with them to amplify their voice - which is the most important tool we have along with action - in this world.
I’ve also worked across all sport categories, with purpose, athletes, authenticators and people I consider to be top creators;

Question 11

How do you inspire others?

Answer 11

First, I get to know them. As a human. What inspires them. How do they work best. Respect that.

I do what I can to cater to them, serve them and also uplift them when i see them doing great.

I create an open space for others to share freely their ideas without judgment.

Lead by example - obsess the insights to create strategy and inform the creative. Can’t really go wrong. I admit to my mistakes.

Question 12

What is your biggest weakness and how will it effect you in this position?

Answer 12

Getting better at it - but speaking up in the moment when I experience or witness disrespect.

Question 13

Three strengths?

Answer 13

> > Insightful - identifying and even forecasting trends in data or qualitative research.
Strategic Prowess – connect dots, design thinker to create plans;
Creative - Visionary - big picture, ideas, forecasting, intutive;

BONUS
Emotional Intelligence - pick up subtleties in the workplace and in the work to innovate and work differently and create different work.

Question 14

Three weaknesses?

Answer 14

> > Working on speaking up in the moment when i experience or see disrespect in the workplace.
Not getting my workouts in/taking care of self - work first; Not productive.
Empath - others get stressed I can pick it up, not necessarily project it - but i notice and have practices to come back to center; It also allows me to pick up on subtleties, check in on others to see how they’re doing.

Question 15

What are your three favorite designers?

Answer 15

Kareem Blair
Melody Ehsani - Activism x Fashion; I believe that honoring my blueprint helps me bring to the world new patterns of behavior and equality for myself and for all women in the future; Power of the people is greater than the people in power. - Wael Ghonim; Internet activist and engineer;
Jesse Kamm

Question 16

What are your three favorite artists?

Answer 16

LANY, Swae Lee, Pharrell

Question 17

What is Adidas Originals Statement?

Answer 17

Product x Design x Culture to create Trends that transcend sport;

Question 18

What is your favorite adidas product?

Answer 18

Sambas - indoor soccer days; would rock today;

Question 19

What is adidas’s mission?

Answer 19

> > we push the boundaries of culture and human performance.
Through sport, we have the power to change lives - and if you ask me, in turn the entire earth;

BONUS: utilize product x brand mission x creators to share mission that transcends sport and shifts the world for good

Question 20

How do you follow new trends?

Answer 20

As a designer and creative, i have a crazy eye for detail along with intuation - i have the ability to spot trends before and when they happen, picking up on subtle energies. Instagram - follow influential people.

Question 21

What do you know about Pharrell?

Answer 21

Renaissance Human - Musician, Song Writer, Record Producer, Singer, Fashion Designer, Advocate

People Advocate / Believer, Activist, Spiritual Human, Creator, Self Care/Love Advocate

Question 22

What do you know about Beyonce?

Answer 22

Creative Force - Singer, Songwriter, Producer - not just music, but film, fashion designer, director and humanitarian.

Question 23

Tell me about a project where you had difficulty working cross-functionally.

Answer 23

Overlap in work, not delivering what we needed, trend; Specifically a New Year’s Resolution campaign where it really created friction; Weren’t getting Brought into the global process to give feedback, receive unusable content; had a conversation with the team, worked to find the right spot to be brought into the work and created a feedback loop/running best practices doc to ensure we wouldn’t have to go recreate too much after content was handed off by global.

Took time to

Joined the Digital Brand team in North America for Nike App, Nike Run Club and Nike Training Club. This was a new role that had never been done before - therefore the job description was a bit loose and roles and responsibility were opaque.

Rather than seeing this as difficult, I met with my new teammates - including bosses/bosses boss - found out what they need from this person, what gaps their were, and noticed some myself.

I combined all of the info I had and worked with senior leaders to identify my roles and responsibilities along with the projects I was going to focus on in 30-60-90 days to lay the groundwork for the role - and also for the apps contentstrategies themselves.

I did have to do some educating to inform the benefits of me crafting a data-informed content analysis to inform content strategy, playbook and content creation best practices documents to save time // create alignment across teams and seamless aligned execution in the future. Results - great teamwork, time saved, continous alignment when documents were updated - expontential increase in engagement and other key KPIs.

Question 24

Tell me about a difficult conversation you had.

Answer 24

My direct report seemed stressed out. We were a few minutes away from the weekend. I approached and asked him what was on his plate for the rest of the weekend and what I could do to get him out of the office sooner. He shared his to do list and I shared that everything on his list could wait until next week as they weren’t priorities and I could move a few things around for him. He still seem frustrated, seemed not to had heard what I said and projected his frustrations at me. In the moment I shared I didn’t appreciate his tone and that there must be a misunderstanding. I asked what he was feeling in the moment. He told me it had nothing to do with me and that there were things happening between him and his wife//and he was put on a new medication that was making him feel strange. I created an open space for sharing while still telling him that his tone did not land well with me or make me feel welcome. I was so grateful for his honesty, wished him well and re-iterated that he comes first, and this work is not needed until next week. He apologized, said thank you and was able to head home knowing he was supported and also not - cancelled.

Question 25

Tell me about a project you are most proud of.

Answer 25

> > I’ve worked on huge brand campaign launches across sport and lifestyle - from Vaporfly NEXT%, Jordan Launches and more - AND I’m most proud of projects I’ve had the honor of spearheading.
One of those projects is the N7 Guided Run Podcast. N7 is a foundation at Nike that elevates the disparities native american peoples experience with a focus on health in the youth sector of the population. The product collection is limited and therefore, budget and resources allocated to support the product is usually slim. My teammate is Native American and shared that she wished we could do more. I was tasked with figuring out how we could make that happen with the resources and budget we had.
Landed on creating the first ever [and along with that, the first ever purpose-driven, podcast-like] audio guided run in North America. Pitched idea to leadership sharing that we know our members want to make a difference, they see Nike’s marketing and want to be a part of the change - got a little more budget.
Creative team had no bandwidth. Due to my past experience leading content creation engine from end to end in previous digital job - I worked with creative team to assign roles and responsibilities such as script direction along with art direction and copy writing for supporting content to myself with quick checkpoints along the way for the approvals. Everyone had heart and that’s what helped to make this happen. End goal was a call to action for community to get involved in supporting the Native American peoples whose land we live on every day.
Resulted in highest engaged audio-guided run podcast not just during November - which is Native American Heritage month - but, also consistently after.

Question 26

Tell me about a project you led across channels.

Answer 26

> > Before I was a Cross-Channel Lead, I saw the opportunity to work more closely with my cross-functional counterparts. It was Pride month and the internal nike Pride Network reached out to the activity app teams [which I was apart of] and shared that they did not see themselves represented in the Play Inside Campaign. I wanted to be an advocate for integrating the LGBTQIA+ community not only into the Plaly Inside Campaign, but beyond.
Educate leaders on disparity and importance of apologizing and filling the gap immediately. Worked to align teams on the creation of a campaign to include the LGBTQIA+ community.
Found the Pride parades to be cancelled. Wanted to help honor the parades.
In collaboration with the Pride Netweork, we created an NRC Challenge that was the length of the first pride parade after the stonewall riot. The challenge ended on the 50 year anniversary of the riots that shifted history forever. Ensured it was marketed on all platforms. Real estate not easy to get - have deep conversations as an advocate. Heart to heart.
Result - supported teams, closer teams, teams leading with heart - and also the highest performing challenge / content tied to one. Even beating previous ones that prizes were tied to. This allowed us to have leverage to advocate for more purprose driven initiatives! Engagement and Retention drivers.

Question 27

Tell me about a project you led that had a significant impact on the business.

Answer 27

> > The 2020 Olympics were upon us - and things were starting to get underway. The pandemic had hit China and the entire country was asked to stay inside. As you know, they were unable to go to gyms.
Our team was all hands on deck with searching for content - including holistic health based photos and editorial - to send to Greater China’s way to translate and use immediately. This was done on top of other responsibilities - knew it was the right thing to do for our members. As we all know, the pandemic hit the US.
Worked to shift the Olympics campaign to the Play Inside Campaign.
All eyes were on Nike activity apps. Created new programming to support the health and wellness of our members playing inside by digging through old content - photos, editorial - and creating new content to engage members in health and wellness activities!
During this time, the Nike Digital Ecosystem saw the highest numbers in digital platform history - a lot due to the care and inspiration expressed so intentionally by our teams.

Question 28

Tell me about a project that failed. How did you handle it?

Answer 28

> > The Women’s World Cup was upon us. Historically there were no campaigns to enable members to move with each other, in honor of all of the movement and play done by the Women’s National Team. Inspirational stories were told, product was sold - but there was opportunity to truly enable people through empowerment by way of a Nike Run Club and Nike Training Club Challenge.
Create challenge marketed across channels, for the first time doing a large marketing campaign for the Nike fitness apps.
Created solid plan, worked with partners to find prizes, everything was approved by leadership. A couple weeks before launch our partner agency shared they were over capacity and this project was the first to go given it wasn’t the big brand campaign, and it didn’t support the bottom line by way of product.
In a strange way I’m very used to plans changing. This made me extra aware when doing projects like this in the future. To work with teams to make sure they had the bandwidth. We were also left with a first of it’s kind, innovative and set strategy we could use in the future in an almost turn key way.

Question 29

What do you think of the new adidas strategy?

> > Center: Consumer
Then: Experience, Sustainability, Credibility;
Outskirts: People, Innovation, Digital
Sport&raquo_space;Growth
Own the game

Answer 29

My thoughts:

People at center, take care - connect to insights and consumer, then innovate digitally;

Question 30

Talk about how you’ve implemented a strategy?

Answer 30

> > When creating big name brand, full funnel campaigns - for some reason - the digital channel teams were left out of the mix. The usual process was for digital channel teams to brief creative using unique channel insights and best practices to produce the highest acquisition, engagement and retention rates - as well as to reduce churn. Since channels weren’t included - the content flopped every time. The same video, images and copy were used across all channels, without intention. There was low engagement - and most members acquired during that time churned quickly.
I elevated this in partnership with my counterpart to leadership for awareness reasons. We tasked ourselves with collaborating with the proper teams - most importantly the creative teams - to craft a content strategy and insight driven briefs.
We kinda worked backwards since talent was already picked and worked to construct the stories in a way that would be engaging for members.
This resulted in +7% average increase in engagement compared to other big campaign content. And honestly, more importantly, a tighter and trusting relationship with the creative team.

Question 31

How have you used guidelines?

Answer 31

> > There were no brand guidelines for Nike App, Nike Run Club and Nike Training Club
Tasked self with creating playbook, best practices and guidelines based on self-led data-informed content analysis.
Enrolled cross channel teams on the work to ensure alignment and decrease back and forth - simply for asking why we’re doing something different.
Resulted in stronger partner relationships and +4% average increase in content engagement.

Question 32

How do you ensure seamless and connected activation across all digital touchpoint?

Answer 32

Draw it Out, Consider all possibilities
Member at the middle
Channels on outskirts
All possible levers, enablers

Question 33

Favorite designers?

Answer 33

Melody Ehsani - footlocker’s women’s creative director;

Paolina Russo - has collabed with adi - known for upcycling; I appreciate the art of her creations;

Question 34

Favorite artists?

Answer 34

Beyonce - humanitarian, director, lemonade, truth telling; Kygo - upbeat vibe; LEON - 60s/70s vibe/style;

Question 35

Another cross channel campaign you are proud of?

Answer 35

> > We learned that we aquired millions of female identifying members during big brand campaigns - especially those that elevated and shared how to take action on social issues. We also learned we did not retain these members - to an almost drastic degree.
Looked into the data - retain female members the most on Nike Run Club and Nike Training Club - double compared to other platforms. Members on those activity apps who purchased also were 38x more valuable than members on other apps.
Saw this, presented opportunity to leadership to prevent the drastic churn from happening. Lead cross channel teams to craft strategy, narrative, copy direction and imagery direction all aligned to insights.
Resulted in first ever; Post Purchase Journey to Retain Female Identifying Members;