Nike EMEA Lifecycle Marketing Strategy
Agency: The Program
Role: Design Strategist
Ask me about my time shaping Nike EMEA’s communication and strategy approaches across commercial triggers, onboarding, abandonment triggers, post-purchase flows, and seasonal campaigns. I partnered closely with Nike teams to build strategic frameworks and reusable decks that now support consistency and alignment across digital marketing.
Impact
Reached 350M+ Members globally through lifecycle programs.
Delivered 200+ net-new comms.
Drove +117% engagement in Browse Abandon (app).
Achieved +133% engagement in Cart Abandon (email).
Generated $66M in demand from a single churn test.
Built scalable, modular frameworks across journeys and comms programs.
Introduced seasonal and editorial strategies to reduce promotion reliance.
Equipped Nike with a strategic playbook of competitor lifecycle practices.
Strengthened Member connection across email, app, SMS, and loyalty.
Onboarding Refresh
Recommended a redesigned onboarding journey for Nike, focused on enhancing the consumer experience and driving stronger early engagement.
SNKRS Push Notification Strategy
Ask me about my time working on a refreshed approach to push for the Nike SNKRS App.
ACG Strategy
Built the strategy and supporting frameworks that shaped Nike’s approach to introducing ACG across Lifecycle and Targeted Comms, ensuring the right moments, channels, and narratives.
2025 Cyber Week
Planned and created threads for Nike EMEA’s cyber week taking an owned comms approach that strategically considered lifecycle and targeted comms.
Targeted Comms
Architected seasonal content frameworks for Nike EMEA’s 2025 targeted comms, grounding each story in consumer trends, product priorities, and pivotal brand and cultural moments.
Strategic Partnership
Collaborated closely with cross-functional Nike teams to build strategic frameworks and co-create scalable decks and toolkits adopted across the digital marketing organization.