NIKE

Digital Strategy & Channel Strategy

As the Global Brand Marketing Nike.com senior channel strategy manager, I owned and executed the 365-digital retail experience strategy & plans for Nike.com by effectively managing multiple priorities, timelines, tools & internal / external partnerships.

I worked cross-functionally with internal & external partners (GCK, Merchandising, Creative, GDC & Geographies) to bring best in class digital experiences to life across Nike.com with a focus on delivering distinct value to our consumers to create compelling reasons for them to come back.

I was on point to evolve Nike.com guidelines aligned with channel strategy, SEO insights, technical specification, and business / geographies needs and timelines.

I worked cross functionally and cross category. A couple of examples of the work showcased below:

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NIKE Women’s

Pant Studio

In holiday 2017 Nike Women’s launched nine new or updated workout tights and pants as part of the new Nike Pants Studio, a concept designed to give athletes more choice and enhance their workouts with apparel that was made for specific activities. In addition to expanding the styles, they are giving choices for materials, finishes, feel, rises, lengths and features.

The background – UX and Creative came together to deliver a digital led, distinctive, experience for the female consumer that directly aligns to the in-store experience but specifically tailored to the nuances of online shopping. We did this by leveraging SEO consumer insights, solution based content, UX learnings, and the latest design thinking. All of this laid the foundation for the new Digital Pant Studio experience.

The Pages - Built purposeful content that will enable traffic driving methods through app’s, targeted comm’s, SEO, and more.

An ecosystem that includes 3 CDP’s;
They speak to her differently and help the consumer understand our key tights and what NIKE stands for.
Designed as solution based content and product team insight. If the consumer has a problem, we have a solution. As well as inspiration for her outfitting with a new on page shop-able approach.

Also part of the ecosystem was PWH’s that are centered around her needs.

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NIKE Unlaced

Launch of the all-new women’s sneaker boutique, Nike Unlaced. Through this .com destination Nike shows its commitment to providing females with a wider, more inviting selection of footwear. Unlaced serves as a global dot-com destination where women can find a thoughtful selection of footwear, inclusive of expanded sizes, high-performance styles and exciting collaborations – through an editorial lens.

Worked cross category leading the .com channel and ecosystem strategy, as well as leading email acquisition and email trigger strategy and execution for launch.

By using consumer behavioral CMS and analytics I increased conversion of emails & memebrship from 3-4,000 emails a month to 300.000 net new emails per month.

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NIKE INNOVATION

FlyLeather

Created .com innovation strategy and guidelines – worked with creative agency on content and photo shoot to acquire all needed assets.

Led the creation of Nike.com Innovation page strategy resulting in 5,413,640 visits to Nike.com innovation page ecosystem from August 2017 to December 2017.

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NIKE INNOVATION

REACT

Created .com innovation strategy and guidelines – worked with creative agency on content and photo shoot to acquire all needed assets.

https://www.nike.com/us/en_us/c/innovation/react

The Nike React LP received 3.9M visits globally within 2 weeks of launch, making it the 2nd highest trafficked page on Nike.com (next to homepage). With 90% of traffic arriving coming via Media and only 27% bounce rate this page now holds the 2nd spot in Natural search just under the Nike news post.