My role with Nike Direct is to execute the lead campaigns and support the creation of online-to-offline brand plans for Nike owned stores including the flagship NikeTown. While building brand plans, we focus on creating a strategy that serves consumers now and in the future. The online plans include creating Instagram posts and Nike App content, writing copy and arranging photoshoot. Within this stage of planning traditional digital marketing tools are used to target the audience through the most engaging and meaningful platform. While the offline plans relate to the physical retail executions of new product launches, PR events and membership experiences. This role demands the management of large budgets and creative problem solving. Another main responsibility is organising key stakeholders in the planning and production of campaigns. In order to do this, I hold weekly production meetings with brand, visual mechanising, and creative agencies on the concept of the campaign and work closely to develop the creative idea. It’s key that stakeholders attend theses meeting with a clear agenda, so communication can be shared and aligned. Furthermore, I often have to arrange local shoots with photographers to provide assets for our digital journey and then work closely with the in-house studio on selection and re-touching of any assets. As we work in a fast-paced environment with tight deadlines it’s an important part of my role to keep this strict process, so everyone is aligned prior to install. In addition to this I work back with EMEA category leads and Brand Design to sign off the final creative direction, this has developed my attention to detail and communication skills. At each stage of the production process I work with the mindset of being consumer centric, ensuring their experience with Nike is premium.
Five years ago friends and I started Incognito Radio an bi-weekly radio show where music, art and fashion are topic of discussion. Furthermore this has developed into a termly night where we pull together DJs, venues etc. then through targeted marketing tickets are sold to make a profit. This success is attribute via a unique marketing strategy and understanding our consumers. Over five years we’ve grown from a Reading based events company to a selling out South London’s best venues. My role within this has to maintain a strong social media presence and work with designers to create brand image.
After university I worked for the luxury department store Fenwick within their graduate scheme. This means I’m sampling different departments such as; Retail Management and HR. This scheme helped me grow a variety of skills and industry knowledge that can be transferred into any workplace. My last rotation was within the Retail Management rotation acting as Sales Manager of Beauty and Fragrance, which involves managing over 25 beauty counters and 120 members of staff. This role has focused and grown my knowledge on hitting sales targets and motivating teams. Additionally it was my duty to report back sales figures through Excel to inform the wider Fenwick team. Furthermore, I’ve managed stock issues and worked with the buying teams to ensure the brands/products Fenwick offer capture the market trends.
While studying I undertook a year placement working in a marketing role specialising in retail for Nike; dealing with all campaign launches over the eight Nike owned stores including their flagship on Oxford Street and working with their wholesale partners such as DW Sports. As part of my role I was cross-functionally responsible for launching worldwide campaigns such as; NFL, Nike x FKA Twigs, Air Max Day, Nike Air Vapormax. These involved a large amount of project management and creative input. I managed external design and production agencies to ensure the high expectation was withheld and deadlines/budgets were preserved. This role demanded teamwork from all parties and myself being a motivational leader to ensure the consumer’s values and needs were always put first.
One of the few courses within the UK, which includes aspects of consumer behaviour, marketing, applied psychology, and applied economics.