Nicole’s superpower is problem solving, if she doesn’t know she will find out. If she doesn’t understand, she will learn. She uses that knowledge to push the boundaries of what is possible. Challenging - How we can think differently, tell richer, more meaningful stories. How we can drive consumers to be as passionate about our products and services. She is passionate about leading and allowing growth opportunities for her team.

PROFILE
Accomplished Senior Leader with 15+ years of expertise in consumer-centric brand strategy, storytelling, innovation management, and creative marketing. Expertise in creating compelling narratives and aligning content initiatives with business goals to drive growth and cross-functional collaboration on a global scale while leveraging AI-driven processes to increase efficiency.

SKILLS
Brand Strategy & Naming  Strategic Partnerships  eCommerce & Digital Marketing 
AI & Process Optimization  Product Innovation  Consumer Research & Analytics 
Leadership & Development  Cross-Functional Collaboration  Budget and ROI management 

EXPERIENCE
Below Experience from 2014 - 2024 with adidas

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

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

  • Brand Strategy & Naming: Drove the development and implementation of the first product naming strategy, encompassing 6+ business units, including a comprehensive naming playbook to guide future brand development. 

  • AI & Process Optimization: Developed a bespoke AI-powered naming tool, boosting efficiency by 20%, and regularly identified ways to improve processes and projects. 

  • Cross-Functional 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. 

  • Leadership & Team Development: Built and led a high-performing concept development team, fostering innovation through strategic mentorship and coaching. 

  • Inclusive Product Development: Championed inclusivity concepts in product development, leading to more inclusive offerings and successful market performance.

10/2016 - 3/2019
DIRECTOR OF PROJECTS & PARTNERSHIPS MANAGEMENT  (Global Womens' Business Unit)

  • Women’s Business Strategy: Launched the inaugural Women's SBP, achieving 22% growth in the women's business within the first year through targeted programs and partnerships. 

  • Consumer Engagement: Drove a multi-channel engagement strategy, connecting women online and offline through athlete/influencer networks, studio programs, events, and bespoke product experiences. 

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

  • Market Research & Analysis: Identified key growth opportunities within the women's category through market research and competitive analysis. 

  • Collaboration: Partnered with cross-functional teams and agency partners to develop and implement growth strategies, maximizing brand visibility and consumer engagement.

7/2014 - 10/2016
SR. DIRECTOR MARKETING ACTIVATION (adidas.com & reebok.com)

  • eCommerce Growth & Strategy: Spearheaded North America eCommerce marketing activation for adidas, navigating dynamic market conditions to deliver double-digit annual growth. 

  • Consumer Acquisition & Retention: Drove significant customer growth and loyalty through targeted campaigns, increasing customer lifetime value and boosting retention by 27%. 

  • Budget & ROI Optimization: Maximized marketing ROI to 3x on multi-million-dollar budgets, ensuring profitable growth. 

  • Leadership & Team Development: Built and led a high-performing, global content creation and marketing team of 12. 

  • Campaign Management & Omni-Channel Execution: Partnered cross-functionally (marketing, merchandising, technology, analytics) to develop and execute integrated marketing campaigns. 

  • Data-Driven Innovation & Optimization: Leveraged data-driven insights to optimize performance and pilot innovative mobile marketing and digital retargeting programs.

TECHNICAL PROFICIENCY
Microsoft 365 & Teams, Keynote, Figma, Slack, Miro, Confluence, Adobe Creative Suite & Analytics, Google Ads & Analytics, JIRA, Smartsheet, Power BI, Tableau, ChatGPT, Gemini, CoPilot, WGSN, Forrester, Google Trends, Suzy, Qualtrics

EDUCATION & PROFESSIONAL DEVELOPMENT
Bachelor of Arts, Graphic Design & Marketing - Portland State University
Director Development Experience, adidas (2021)