THE OPPORTUNITY

Turn membership, CRM, and consumer behavior into connected growth strategies.

As part of adidas’ North America Consumer Engagement team, I drive strategic planning and optimization across membership and CRM. I partner with activation, lifecycle, loyalty, analytics, product, and agency teams to shape how the brand acquires, engages, and retains adiClub members. My work spans seasonal growth planning, lifecycle strategy, testing governance, and performance reporting—turning consumer behavior, business priorities, and cross-functional inputs into clear, actionable strategies.

THE IMPACT…SO FAR

  • Translated seasonal brand and category priorities into actionable membership and CRM opportunities.

  • Built a centralized CRM and membership learning agenda to prioritize testing, strengthen hypotheses, and carry learnings across programs.

  • Advanced lifecycle strategies across onboarding, engagement, conversion, repeat purchase, and reactivation.

  • Connected performance reporting to decisions, opportunities, and next quarter priorities.

  • Aligned cross-functional teams and agency partners around shared objectives, owners, timing, and measurement.

THE WORK…SO FAR

WORLD CUP 2026

Working on the 2026 World Cup was an exciting opportunity and something I never imagined I would get to be part of. While planning was already underway when I joined adidas, I contributed to the seasonal membership strategy by helping shape how adiClub could welcome new consumers during the tournament and keep them engaged long after the final game.

CRM & LIFECYCLE OPTIMIZATION

SEASONAL MEMBERSHIP STRATEGY

Every season, I help build seasonal strategies that connect adidas’ business priorities to the adiClub member journey. I bring together category plans, audience insights, product moments, member benefits, and CRM opportunities to identify how we can acquire new members, convert prospects, and encourage repeat purchases.
To create a clearer view of priority lifecycle journeys, I developed the team’s first centralized program assessment. It brought each journey’s strategy, current performance, optimization opportunities, and testing recommendations into one place, helping the team understand the full program and prioritize where to focus next.

PERFORMANCE STRATEGY & REPORTING

I work with our agency partner to bring together monthly, quarterly, and annual reporting across membership and CRM, along with one-time analyses for key moments like the World Cup. I help shape the reporting around what the business needs to understand, connecting performance trends and consumer behavior to clear insights and opportunities. I then use those learnings to inform seasonal planning and broader membership and CRM strategies.

LEARNING AGENDA & TESTING

When I joined adidas, the team did not have a centralized learning agenda for testing. I created its first shared framework for defining business problems, hypotheses, test designs, success metrics, and reporting plans. This has given our internal teams and agency partners a clearer view of what we are testing, why it matters, and how the learnings will guide future work.

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