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

Strategic Senior Leader with 15+ years of global experience in consumer-centric brand strategy, storytelling, and creative marketing leadership. Proven expertise in creating compelling narratives across channels and partnerships, aligning content initiatives with business goals, and driving measurable engagement and growth. Recognized for mentoring high-performing teams, optimizing processes through AI tools, and collaborating cross-functionally to deliver impactful solutions that resonate across global markets.

SKILLS

Global Brand Strategy & Transformation | Partner Relationship Management | Brand & Strategic Marketing | Content Creation | Business Development | Data/User Analytics | Product Development & Launches | Consumer Research | Market Analysis | People Leadership | Team Development| Project Management | Stakeholder Management | Cross-Functional Collaboration

EXPERIENCE

Below Experience from 2014 - 2024 with adidas

SR. DIRECTOR CONCEPT DEVELOPMENT & NAMING / 2019 - 2024

  • Developed and implemented strategic brand positioning and naming, ensuring consistency across 6+ business units. Created a naming playbook for cohesive brand identity.

  • Led product innovation by identifying trends and consumer needs, collaborating with teams to launch 5+ products or technologies annually, increasing brand momentum and growth.

  • Developed an AI-powered naming process, boosting efficiency by 20%, and regularly identified ways to improve processes and projects.

  • Built and led a high-performing concept development team. Fostered a culture of innovation through mentorship and coaching.

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

  • Facilitated cross-functional collaboration and partnered with senior leadership to deliver strategic platforms and successfully rebrand apparel, surpassing all targets.

  • Crafted and executed a concept development strategy aligned with business goals and brand identity.

  • Managed key projects from inception to completion, delivering on time and within budget.

DIRECTOR OF PROJECTS & PARTNERSHIPS  (GLOBAL WOMEN BUSINESS UNIT) / 2016 - 2019

  • Co-created the first Women’s SBP, driving programs and partnerships that achieved 22% growth in the women’s business in the first year.

  • Led successful strategic initiatives by aligning project goals with business objectives and optimizing timelines.

  • Cultivated, negotiated and managed strategic brand partnerships, driving 12% consumer acquisition growth and increased product sales

  • Led cross-functional teams in resource allocation, task management, and risk mitigation to drive project execution. 

  • Conducted market research and competitive analysis to identify emerging trends and new business opportunities within the women's category. 

  • Collaborated with cross-functional teams to develop and execute growth strategies, maximizing brand exposure and consumer engagement.

SR. DIRECTOR MARKETING ACTIVATION - ECOMMERCE (ADIDAS & REEBOK) / 2014 - 2016

  • Led eCommerce marketing strategies, driving double-digit sales growth and customer acquisition annually by aligning efforts with business KPIs.

  • Drove significant customer growth and loyalty by executing targeted campaigns and personalized experiences. Increased customer lifetime value and boosted retention by 27%.

  • Managed multi-million dollar marketing budgets, driving 3x ROI and profitable growth.

  • Built and led a diverse high-performing, global content creation and marketing team of 12.

  • Collaborated with marketing, merchandising, technology, and analytics teams to create and execute integrated marketing campaigns. 

  • Leveraged data to optimize marketing performance, drive innovation, and inform strategy. Piloting industry-leading mobile marketing programs and digital retargeting campaigns.

TECHNICAL PROFICIENCY

Microsoft Office Suite | Power BI | Teams | Miro | Adobe Creative Suite | Google Analytics | ChatGPT and other AI Tools

EDUCATION

Bachelor of Arts, Graphic Design & Marketing

Portland State University

TRAINING & CERTIFICATIONS

Director Development Experience, adidas (2021)