Portland, Oregon, United States
"To give anything less than your best is to sacrifice the gift." - Steve Prefontaine I’m a seasoned marketer with 13 years Global and Geo/Regional integrated marketing and partnerships experience for Fortune 500 companies in the B2C space. I've worked for world-class athletic, lifestyle, streetwear and luxury brands such as Nike, Calvin Klein, Topshop Topman, ASOS, Burberry, Gilt and Marriott. I've also partnered with orgs like The New York Times, Hypebeast, The Andy Warhol Foundation, The Whitney Museum of American Art, Warner Bros. Entertainment, IMG, CFDA, Refinery29 and more. I currently sit on Nike's Global Energy Marketing team which has been recognized as best-in-class for culture marketing. My role is to strategically build and launch the most coveted product collaborations by engaging the brands, creatives, entertainers and culture-leaders that will disrupt, authentically reach key audiences and "energize" the brand overall. I also serve the larger Nike business by amplifying key brand and product priorities, including in-line products, sport moments and our wide roster of professional athletes. I operate as an enterprise leader and take pride in serving as a mentor. On a personal note, I am a proud Palestinian American and believe deeply in the power of storytelling and its ability to connect us as people. To date, I have shared my experiences as a queer Palestinian in publications including GQ Middle East, Them, New York Magazine and Openly as well as in podcasts including A Bit Fruity with Matt Bernstein and Arab American Psycho with Noor Elkhaldi.
In this role, I drove the brand energy, entertainment and influencer marketing vision inclusive of cultural catalyst talent relationships + high-heat product collaboration launches with a focus on NYC, one of Nike's most influential global markets. Projects include: • Product Collaboration Launches: Futura, Corteiz, Wu-Tang Clan, Lil Yachty • NYFW Designer Partnerships: Jane Wade, L'Enchanteur, Bad Binch TONGTONG, Melitta Baumeister, Martine Ali, Kim Shui • Sport Moments: NYvsNY Basketball Tournament, NYC Marathon, NWSL Kit Launch, The Showdown Celebrity Soccer Tournament
Fashion Our Future 2020 is a voter registration campaign in partnership with Voto Latino, Virgil Abloh, Refinery29, The RealReal, Action Button and 40+ fashion brands. It aims to leverage the power of fashion to engage underrepresented communities in the political process. • Developed overall content strategy and managed day-to-day social resulting in a 3.74% engagement rate (by followers) / 13.22% engagement rate (by reach) on Instagram. • Managed #ModelVoter challenge across TikTok and Instagram in partnership with select creators and IMG talent. This collectively led to 382K engagements and 2.8M views. • Drove audiences to an owned Twitch livestream event with 17 world-renowned DJs garnering over 417K unique viewers. • Partnered with IMG Fashion on talent programming and an on-site activation at NYFW: The Shows.
In this role, I worked on: identifying brand collaborations partners and setting the overarching brand collaboration marketing and communications strategy. • Identified potential collaboration partners to complement existing portfolio of Apparel, Jeans and Underwear categories. • Developed overarching brand collaborations strategy and go-to-market plans for each collaboration inclusive of positioning, launch sequencing, communications and consumer experiences/activations. • Briefed and led development of campaign creative assets, messaging, product naming and legal clearance. • Managed communications and relationships with collaborators, agencies and media partners. • Led and partnered with cross-functional teams and external stakeholders to establish process, set clear product vision, align on business goals and objectives and to define product distribution channels. Reported into the SVP of Brand Experience & Special Projects.
In this role, I worked on: Brand, Retail and Wholesale Marketing for the 205W39NYC and EST. 1978 product lines. I also led brand anthem campaigns for the 50th Anniversary and #MYCALVINS. • Led go-to-market strategies for global luxury and streetwear product categories via cross-functional collaboration with Creative, Sales, Merchandising, Communications, Social, Media, E-Commerce and Geo teams. • Managed development and distribution of all creative assets and messaging including comprehensive toolkits and partner guidelines to ensure consistent positioning and application across all Global and Geo consumer touchpoints. • Spearheaded the brand's 50th anniversary campaign, which resulted in the most-engaged campaign video to date at launch and +182% average social engagements. • Developed branded content and native advertising programs with strategic media and retail partners including New York Times, Hypebeast, Nordstrom, Neiman Marcus, Net-a-Porter, Dover Street Market and SSENSE. • Served as the lead POC for 136 wholesale accounts across the globe. Reported into the SVP of Marketing, Fashion & Lifestyle.
In this role, I worked on: a team of two managing all brand and retail marketing for the US market. • Developed seasonal brand and retail marketing plans for 10 US stores. • Sourced agencies, creative partners and influencers for seasonal campaigns and activations. • Project managed and executed multiple events simultaneously such as a national party series with Boiler Room (16.4M impressions), pop-up events (8.3M impressions) and college campus activations at 8 universities (+60.4% sales vs LY). • Managed sponsorships of Houston’s Day For Night festival and Interview Magazine’s New York Fashion Week party. • Adapted Global strategies to produce localized consumer activities for Ivy Park and Kendall & Kylie product launches which resulted in 108.4% and 10% lifts in sales respectively • Managed relationships with Global teams and external partners such as Ivy Park, Caruso and Simon Malls. • Managed an experiential agency for the opening of the 10th US store in Glendale, CA. Reported into the Head of US Marketing + International Marketing Manager (UK-based).
In this role, I worked on: global product launches and advertising campaigns and how they translated to retail and wholesale. • Coordinated the development of seasonal collateral for retail, wholesale and digital. This included advertising campaigns, POS marketing collateral, direct mail pieces, e-blasts, e-comm and OOH/co-op advertisements in addition to all global underwear packaging (300+ styles/season). • Partnered with cross-functional teams to align on goals, strategy, regional specific needs, timing and deliverables. • Developed shot lists, managed product samples, and briefed creative for advertising campaign and packaging photo shoots. • Led correspondence and creative approvals for the Justin Bieber "Purpose" World Tour sponsorship. • Developed POS and packaging copy working alongside Legal for clearance. Reported into the Global Marketing Manager + SVP Marketing, The Americas & Global Underwear.