BRAND MANAGEMENT FOR REEBOK GLOBAL ACCESSORIES :
The Barcelona Creation Center is an extension of the Global headquarters of Reebok in Boston, America. Every stage of product creation for Global Accessories is carried on in this Creation Center. The Brand Management Role was initiated in 2015 as a step to bring more awareness about Reebok Global Accessories, mainly through digital channels.
From structuring storytelling (USP) for seasonal key products with art direction, photography and storytelling, further managing the communication of these stories via digital and other channels, to quantifying campaigns and continuously aiming to increase the net sales of Global Accessories via all digital platforms, my current position is a perfect amalgamation between creativity and business.
Top success stories:
-From 0 to becoming the no. 1 sportswear brand to have the highest visibility for Accessories(vs Nike, Adidas and Puma)
-Built a team within the first 2 years to reach our goals which led to the increment in net sales by 40% and 20 %,products being sold out with 100 % sell through numbers and consistent increase in forecasts by markets
-Seasonal Content consistently being in the top 10 performing social media global posts, breaking the seasonal average engagement rates
Here are some of my favorite campaigns :
THE HOTEL COLLECTION // FW20 REEBOK CLASSICS :
Harping on the trend of vacations being documented for social media and reflecting on the rich heritage of reebok, the art direction of the campaign was a literal depiction of the concept behind the family of premium products
Acc Sales: 14.736 u.
Acc Net Sales: 41.659 €
Adapting to the pandemic and not letting it be a reason to slow down this key story, a 3 tier communication plan was made which included personalized seeding to top European influencers and digital communication leading to it becoming the highest performing campaign for Europe in FW20.
WE SELL GOLD // SS20 REEBOK CLASSICS :
The story was primarily dominated by the prints on the product family, which have been reflected in the communication and art direction.
Acc Sales : 16,639 u
Acc Net Sales : 349,583 euros
Communication plan made to support key markets for this campaign, Asia pacific and Russia. Successfully communicated via every digital channel of these two markets
FOOD PACK // FW19 REEBOK CLASSICS :
Translating the product prints directly into the story telling, the campaign focused on making sure the correct clientele resonated with the overall impact of this campaign.
Acc Sales: 29.847 u.
Acc Net Sales: 51.893 €
A 360º communication plan which included a digital campaign, an event(CIS) and an interactive IG game making it the highest performing Classics campaign for accessories globally. Covered by every key market via every digital channel.
IMAGIRO // FW18 - FW19 REEBOK :
The story telling about Reebok´s Key Franchise Women's Accessories is about embracing and celebrating women in all shapes, sizes, colours and personalities. The goal of Imagiro is to communicate directly with the game changing women of today.
Acc Sales : 20,725 u
Acc Net Sales : 969,455 €
Successfully provided a full 360º communication plan for 5 seasons which led to it becoming the no.1 women’s bag, only accessory with the biggest market overlap. The communication plan included seeding to global assets like Gal Gadot, banking two exclusive CLP on Europe’s eCommerce and breaking average engagement rates of Reebok Global Instagram page via interactive IG games and posts.
PRINTEMPS & ÉTÉ // SS19 REEBOK CLASSICS :
Edgy, cool and playing with repetitive branding, the Printemps & été collection represented a luxurious street wear look which was then further translated in the campaign.
Acc Sales : 85,604 u
Acc Net Sales : 2,122,580 €
Top performing key story because of a 360º communication plan