Head - World Cup Activation & Marketplace
adidas mena
مجموع سنوات الخبرة :22 years, 2 أشهر
Led the planning for adidas at the FIFA World Cup Qatar 2022.
Led a 40 member MENA cross functional team with the objective of creating the most unexpected World Cup for consumers in the region.
Built the € 35m WC biz plan for the FW22 World Cup sell in and executed a Doha based Sell in Experience for our top accounts.
Formulated a 360 degree marketing plan with a €13m budget, that leverages TV, digital, On-ground, Omni channel, Sports marketing & Membership across our key markets of UAE, KSA, Qatar, Egypt & Morocco.
Worked with the global and FIFA teams to create the adidas Fan Zone experience which is being replicated in Dubai & KSA.
Identified additional commercial opportunities
through new stores, refurbishments & Pop Ups.
Worked closely with other FIFA partners (Coke, Visa, Budweiser) on marketing collaborations.
Led a 30 member marketing team across Brand Comms, Digital, Product & Omni Channel handling a brand sales value of € 300mn+
Part of the Senior Leadership Team responsible for
establishing Hamleys as the retailer of choice for toys.
Used consumer research and social media to build the
brand and was part of the team that doubled its turnover in 1 year. Partnered with brands like Mattel, Lego & Disney to create joint IP's.
Built a top performing and committed team which has delivered an NPS gap of +10 vs nike as compared to a +1 in Jan 2017.
Successfully led the “Odds by adidas” campaign
which won 3 Cannes lions apart from 40 other local
and international awards.
adidasbyme - a joint marketing collaboration with Kidzania won the silver at the Global Consumer Experiential award show and was cited as a case study in consumer engagement by Kidzania globally.
Established the CRM function in the organisation. This led to a 29% sales contribution from CRM for
campaigns.
Part of the team that grew Nokia to a $3bn business in
india with an over 75% market‑share.
Anchored the Organisational revamp for Levi's India while reporting directly to the CEO.
Set up & grew the adidas retail and distribution
network in South India.
Set up the rural distribution network for Philips Lighting across North India.
An MBA in marketing from a top 10 B-school.
