As the category GM for DTC, an Omni-channel business leader responsible for how Nike SB came to life on Nike.com and Nike Stores, I owned the P/L, and annual operating plans to drive category acquisition and retention. I was accountable for 15 direct reports and 60 cross-functional team members.

My team partnered with brand and product teams to conceive and execute a Nike SB Dunk collaboration with award-winning chef and founder of Momofuku in NYC. We launched it on Go Skate Day 6.21 as a menu item at his restaurants (Momofuku and Ssam Bar).

The next day we followed up on SNKRs app with more inventory, only accessible via an augmented reality (AR) unlock. Accessing the camera in your phone consumers had to find specific targets in NYC, DC or Las Vegas on wheat pastings around the city or online via David Chang’s Instagram to unlock the ability to purchase.

Details:

• Led end-to-end management of the strategy across all digital and physical retail properties (Nike.com, Nike Stores, SNKR app).

• Defined the consumer journey and partnered with the digital agency, brand marketing and local marketing teams to execute.

• Led on the ground launch execution at the restaurants and supported marketing efforts across NYC on Go Skate Day.

• Coordinated Twitter and Instagram efforts to support the AR unlock follow-up.

Results:

• The Nike SB Momofuku Dunk sold out in two hours, 100% sell-through

• Users engaged in the experience 8x more than average

• Garnered a 100M social media impressions.

• 30% of users shared the experience via a ‘found em’ screen.