Experience & Growth Strategy
Deepening Nike EMEA members’ experience by scaling cross-functional collaboration
The goal was to establish clear communication, support, and readiness across teams and stakeholders who needed to collaborate more effectively to improve relevance and access for members.
Client: Nike EMEA Lifecycle MarketingRole: Senior Design Strategist / Associate Director, StrategyAgency: The Program
Challenge
For a retail organization, lifecycle marketing communications need to strike a nuanced balance between consumers’ needs, brand messaging, and product priorities.
Insight
Serving 28 countries, Nike EMEA needed a multicultural and multilingual approach powered by technical capabilities for dynamic personalization. Each contributing team and stakeholder could tailor their workflow to better serve the rich diversity of member experiences.
Approach
Designed and facilitated a 2-day, in-person workshop to help guide teams on establishing new workflows that leveraged each department’s expertise for crafting member experiences.
Facilitated follow-up meetings needed to build technical capacity and support.
Delivered project management and creative execution for lifecycle programs designed to scale across EMEA for the entire fiscal year.
In a fiscal year, the teams delivered the following impact:
+25% increase in executions, reaching 202M annual personalized email and app sends
+12% average conversion rate
+23% increased contribution to direct demand