Here’s how I led a competitive analysis that gave Nike a source of truth on lifecycle marketing.

The Ask

Nike’s Global Owned Marketing Platform (GOMP) team needed a clear, evidence-backed view of how competitors use lifecycle communications across email and app. The goal was to create a source of truth that would persuade stakeholders to invest in capabilities that keep Nike’s owned channels competitive.

The Results

The results armed Nike leadership with the evidence needed to invest confidently in owned comms.

  • Delivered a 5-month competitor analysis combining data and consumer insights.

  • Equipped Nike’s Global Owned Marketing Platform team with a strategic playbook of competitor lifecycle practices.

  • Uncovered insights that are now used to inform investment decisions and elevate Nike’s owned comms across email and app.

The Challenge

Capturing both quantitative and qualitative data across competitor platforms in a way that reflected real consumer experiences:

  • Quantitative: I designed and ran 28 puppet accounts across competitor sites and apps, mapping user flows to capture how email and push interact. This approach achieved ~90% of the data Nike was seeking, highlighting cadence, sequencing, and channel integration.

  • Qualitative: I spearheaded a diary study of real competitor users, pairing their experiences with third-party data. This provided a holistic perspective of the consumer journey, uncovering surprising insights into how competitors engage and retain their audiences.

1.png
2.png
3.png
4.png
5.png
6.png

Year: 2023-2024

Client: Nike Global Owned Platform

Team:

  • Strategist: Priscilla Smart

  • Strategist: Connor Cajigal

  • Tech Lead: Nathan Petts

  • Tech/Dev: Sloan Lacey