PROJECTS
As my career progressed, same two topics kept emerging in most of my work. First was sustainability-led initiatives that were upheld and promoted in apparel manufacturing. Second were the opportunities to guide new brands just entering the market regardless of the company size, or industry.
Here is an overview of projects, challenges and successes throughout my work history. For a detailed explanation of responsibilities download my CV.
Vectary - SaaS
Reframing 3D design workflows for teams
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Working at Vectary is a deep dive into a 3D and AR design platform, pivoting from subscription to enterprise model.
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This SaaS platform is geared for independent designers as well as large teams, expanding and optimizing the MQL funnel towards B2B sales.
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Hands on development of an agile content strategy for all communication touch points - website, social, videos, advertising.
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Set up workflows for a fully remote team of designers, editors, digital and performance marketing, as well as close collaboration with product, sales and development.
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Prepare for the funding rounds - data, strategy, presentations, roadmap.​
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Fibrant - B2B
Creating global impact in low carbon footprint fabric manufacturing
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Delivery of integrated marketing strategy and content creation for EcoLactam® product family entering and expanding its market share for Sustainable Performance materials by explaining low Carbon Footprint benefits, rather than the expected and over-used recycling principles.
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Position EcoLactam® as an educator and a leader in communication to garment manufacturers, as well as consumer brands looking to reduce their carbon footprint, reach emission reduction goals and explain the value to their customers.
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Support the creation of co-branded marketing content with consumer brands leveraging EcoLactam® nylon in their campaigns: Victoria's Secret, Didriksons.
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Rebranded visual guidelines for the parent company Fibrant, as well as the EcoLactam® product family.
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AMT PostPro - Startup
Improving the brand strategy for a manufacturer in 3D printing industry
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An accelerated transformation from a successful product into a successful brand by setting up a new architecture and visuals.
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Setting up a complete brand strategy and guidelines for AMT PostPro that would be incorporated into all existing and new marketing content and campaigns, while working with remote teams in the US, EU and APAC.
DSM Dyneema - B2B
From a newcomer to a trailblazer in a fabric industry led by giants
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Position B2B transaction model fabrics, but with a B2C marketing approach towards sports, fashion and luxury brands, requiring in-depth understanding of performance materials, outdoor industry, and premium visual design language in order to deliver the right tone, messaging and sustainability-driven value proposition.
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Within the first 2 years, The Dyneema Project captured a double-digit percentage of the PR share of voice, competing with long-established and successful brands. It gathered the highest social media following and engagement within the DSM organization.
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A great example of creating impact with unique and quality content, instead of large media budget spending and PR strategy.
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Deep dive into carefully curated customer personas, sustainable performance materials, trends and top global media.
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Collaboration with: Burton, Ecco, Nike, NorthFace, Moncler, HyperLite mountain gear, Tumi, Stone Island.
Reebok - B2C
Rebuilding a brand in a challenging region
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Repositioning a cost-driven Reebok brand, into a high-performing, quality offer to rival the top two players in the South Europe market, only through new positioning, activations and local events.
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Regional responsibilities managing remote teams, and all communication initiatives (ATL and BTL), in various languages.
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Direct support to the Sales teams and key accounts within South Europe during the GTM periods, wither in presentations or co-branded programs.
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In-depth understanding of planning for own retail, as well as various POS challenges for multi-brand wholesale environments.
adidas Originals - B2C
Growth of a new category within a top global brand
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Working from the Global HQ for 10 years and then in a regional market for another 5 years, means understanding how to deliver global campaigns, as well as localized executions for retail/wholesale.
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Part of the first team that developed a completely new adidas Originals brand identity and tone of voice, expanding a sports focused brand into streetwear - content, collaborations, new digital channels.
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Established adidas Originals on all digital platforms, while collaborating with various departments and top global creative agencies.
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Many firsts: first Facebook page setup, first fully online global competition, first local large-scale consumer event, first online product catalogue, and highest traffic for a global digital campaign.
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Deliver 2x year GTM campaign buy-in from regional markets, with in-depth understanding of APAC, EMEA, AMAC customer drivers.
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