 |  |
|---|
MY EXPERIENCE
Last 4 assignments
2021 - current
SNR DIRECTOR / BU ORIGINALS & PARTNERSHIPS (MARKETING) ADIDAS ASIA-PACIFIC
-
Defined and drove the short and long-term strategy for Originals & our Partnerships
-
Ensured cultural relevance while aligning with global direction
-
Led consumer segmentation, product and franchise strategy
-
Oversee GTM planning and execution across all channels (DTC & Wholesale)
-
Elevate brand presence across key moments and platforms
-
Foster a culture of creativity, collaboration, and accountability
-
Mentor future leaders and champion team growth
2018 - 2021
SNR DIRECTOR / BU TRG (MARKETING)
ADIDAS EMERGING MARKET
-
Crafted and led insight-driven marketing strategies to fuel brand growth
-
Integrated digital, retail, and brand plans into unified 360° campaigns
-
Managed a €30M marketing budget with a focus on ROI and impact
-
Leveraged research and insights to shape consumer-centric plans
-
Measured and optimized marketing performance across key channels
2015 - 2018
COUNTRY MANAGER
ADIDAS MOROCCO
-
Set-up adidas in North Africa as HQ
-
Launched 20+ stores, and 2 distribution centers
-
Built and led a 190-person team across functions
-
Delivered strong growth and ensured sustained profitability
-
Managed full P&L with a focus on efficiency and impact
2012 - 2015
MARKETING DIRECTOR
ADIDAS MENA
-
Executed local & global campaigns with strong brand impact
-
Outperformed Brand Health KPIs across key metrics
-
Built Go-To-Market tools for seamless cross-functional rollout
-
Led innovative digital campaigns that set new benchmarks
-
Closed strategic partnerships to boost brand reach and relevance