Herzogenaurach, Bavaria, Germany
Digital-First Marketing Leader. I specialize at the intersection of Brand and commercial across EMEA and globally. I’ve steered Global growth for adidas Originals and led Digital Activation at PUMA, managing multi-million Euro budgets and teams of up to 15. Beyond the numbers, I’m focused on building sustainable teams and operating models that actually last and evolve —combining data-heavy precision of an e-commerce mind with the storytelling and cultural relevance that keeps a brand premium, visible and relevant. _I translate BRAND to COMMERCE and viceversa. _I work in LIFESTYLE and STREETWEAR business units and helped to translate great product and stories for e-commerce (e.g. Yeezy, NMD, Superstar, Puma Speedcat etc..). _I drive demand across SPORTS categories; from fast growing RUNNING FTW franchises and tech like Puma NITRO, to maximizes visibility and sales on football club like MCFC, AC MILAN or BVB, to launch HYROX, to maximise strong partnerships like FERRARI on Motorsport. _I understand what a BRAND CALENDAR drives demand and how to build and integrate COMMERCIAL CAMPAIGNS and MOMENTS. _I connect BRAND MARKETING (Pr, Influence, Social, Paid Media, Brand Strategy etc..) with ECOM and commercial channels (Category Growth, Merch, Performance Marketing, Finance/P&L etc). _I drive BRAND MEDIA integrated with PERFORMANCE MARKETING across budgeting ratios and efficiency metrics (CPA/ROAS) and long term growth (LTV) _I help CONSUMERS to explore, connect and ENGAGE with the brand and become part of its audience and loyalty programs. _I help POSITIONING a brand or a category and grow through UPPER FUNNEL DEMAND and bottom line POSITIVE CMs. _Last but most important. I work, communicate, integrate and connect with people, forming TEAMS and helping them and me growing professionally and personally. _When I’m not looking at a dashboard, helping brands to grow or testing AI agents and workflows, I like to be outdoor, skiing, (trail) running, on a bike, or tasting and discussing about wine, food and hospitality.
_Lead of: Digital Brand Activation, Performance Marketing, eCom Content-Experience. Part of EMEA Brand and eCom leadership teams. Extending scope across Culture Marketing integration and transformation in EU, across Influencer Marketing, Social Media ecosystem, PR, Sports Marketing Activation and Events. _Drive Eu Digital Marketing strategy and category growth acceleration with Ecom Trade and Merchandising. _DTC/.com Digital Business development and acceleration on key brand franchises. Balance brand vs. volume drivers. _Connect brand and performance marketing with integrated objectives across acquisition and costumer retention. Campaign and Always On/automation based: SEA, Paid Social, SEO, Affiliate, CRM. _Marketplaces marketing: Zalando, Amazon, About You CPC/CM driven performance marketing. _Budget planning and management based on regular P&L and financial reviews. _Seasonal planning across merchandising, trade and marketing incl. Seasonal marketing and content/XP planning across Brand BU and eCOM EU. _CX elevation across key consumer segments. Elevate brand and categories through influence of digital product and IT roadmaps. _WHLS.COM/marketplace marketing LAST CLICK integration to maximise brand visibility and campaigns sell out. _Interim Global Social Head for Own Social strategy and implementation (2023-24) Working across all brand categories with special focus on: Running, Football, Lifestyle/Select, Training/Hyrox, Motorsport.
DTC/.com Digital Business development and accelleration for the lifestyle/streetwear/fashion category Originals. Maximise Originals Inline merchandising range and evaluate opportunities for growth drivers across key franchises, marketing and seasonal opportunities. Build internal joint business plan with Business unit and markets to deliver sustainable growth across commercial and brand.
Go to market digital strategy on own digital distribution channels (e.g. End-to-End Brand-Commerce Seasonal direction) Managing adidas Originals digital strategic and Innovation projects Leading the CTC Originals Digital team across inline and Statement range
Team leader of four Marketing Cooperation Managers in developing and managing marketing strategies and activities in order to create offline touchpoints and drive acquisition and conversion on Zalando e-commerce platform.
Digital marketing communication role. Connect directly with consumers through various mediums, on- and offline, and to review effectiveness of these efforts. Main Projects: “Game On, World” campaign, “Find Your Greatness” Olympic campaign, new Nikeplus.com launch, Nike+ Running App launch, Nike Flyknit launch during Milan Design Week 2012, Nike Free Run+ SU12 campaign, Running Clubs at Milano City Marathon 2012, DeeJay Ten Firenze 2012.
Working inside the Mtv Agency unit in order to provide full consultancy in developing special projects with MTV Network investors and clients. I was working along with the editorial side and the commercial one of MTV in order to create, cohordinate and manage marketing and communication projects born to create added value to brands thanks to their association with MTV and its properties. Main Projects: Ray Ban with “Isle of Mtv”, Samsung with “I soliti Idioti on tour”, “Mtv Style” fashion blog on Mtv.it, Artic Vodka and “Mtv Clubbing”, Labello with “Mtv Friendzone”.