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Industry Experience

Yeezy (adidas)
I led the global consumer insights strategy from 2017 to 2020, integrating real-time feedback from key markets (Asia, North America, EMEA, Africa). The work supported growth from $250M to over $1B in a single year. The framework I developed was adopted as a best practice by adidas, including in the global relaunch of the Samba.

Humanrace (Pharrell Williams)
I collaborated directly with the CEO and leadership team to develop a launch strategy based on consumer insights. The result was both a commercial ($1.5M+) and creative success at launch. I also created an A/B testing system to optimize social media campaigns and advertising ROI.

adidas North America
Responsible for a $2M research budget across 14 cross-category teams, covering both sport and Originals. The insights informed the repositioning of the female target for wholesale clients like Kohl’s and guided communications for priority campaigns.

Church’s (Prada Group)
As Senior Project Manager, I coordinated the brand’s digital repositioning (valued at $130M), including the launch of the new e-commerce platform. The project generated +20% sales in the following quarter.