Herzogenaurach, Bavaria, Germany
International business leader with proven success in driving strategy, P&L growth and brand transformation across the sporting goods industry and beyond. Recognized for combining strategic vision with agile execution, building inclusive, high-performing teams, and delivering sustainable business results in fast-paced, global environments. Over 18 years of leadership experience at Global, European and Local level across Strategy, Brand, Marketing and Sales. Unique ability to translate long-term strategy into actionable plans that fuel consumer demand, profitable growth, and lasting brand equity. Most recently built adidas’ global Gaming business from the ground up, operating with start-up agility behind its own P&L and establishing it as a growth engine for Gen Z and Gen Alpha engagement.
Leading adidas’s strategic growth into gaming and immersive digital spaces, focus on capturing and engaging Gen-Z and Gen-A consumers. By innovating at the intersection of physical and digital experiences, successfully unlocked new revenue streams and significantly elevated brand relevance in virtual ecosystems. Notable milestones include: Growing adidas from inception to #1 brand by market share on Roblox within 12 months. Launching adidas into Fortnite with top-performing cosmetic sets, merging iconic brand heritage with contemporary digital culture. Securing and executing adidas's first multi-year partnership with Minecraft, delivering a limited-edition capsule collection linked to the record-breaking Minecraft Movie. Through these strategic initiatives we are positioning adidas as a leading innovator in digital and gaming arenas, connecting authentically and effectively with the next generation of consumers.
Heading up adidas' efforts in the rapidly evolving worlds of gaming, blockchain technology and the open Metaverse. Pioneering new, immersive virtual product and experiences for highly engaged audiences and creator communities around the globe. Incubate and scale adidas /// studio via sustainable business models including responsibility for global P&L.
Leading the creation, development, and conceptualisation of the adidas Brand & Sustainability Strategy based on mission, belief, synthesis of consumer and competitor insights and adidas corporate strategy. Brief the organisation through annual strategy and seasonal business plans, identifying territories for growth and consumer impact. Drive implementation of partnership and collaboration strategy.
Developed and implemented account marketing strategy for International Buying Groups (strategic key accounts) to allow sustainable growth across European markets whilst considering market specifics and requirements as well as global Reebok brand positioning and development.
Implemented global brand and marketing strategies in Europe, developed pan-European communication strategies and guided finalization of local marketing plans and media investments.
Implemented and localized global marketing strategies; developed and managed integrated media plans across all media channels; managed MWB and portfolio of creative and media agencies (client side).
Managed marketing projects for adidas Interactive and Men’s / Women’s Training divisions; worked x-functionally with creative agencies (client side), product management, retail, PR and digital teams to develop global marketing tools.