Isenberg School of Management, UMass Amherst

NOBULL

Director, Product Marketing - Training & Energy

TB12

Director, Brand Marketing & Creative

> Served as brand management lead for re-launch of basketball category, including brand/product roadmapping, distribution strategy, strategic brand partnerships, and conception of basketball brand MVP.

> Worked cross-functionally to build fully integrated seasonal brand plans, and drive plans through to execution in partnership with digital direct, global communications, and multiple geography stakeholders.

> Notable Projects: Overtime Takeover by Converse, All Star Pro BB Launch, 2020 All Star Weekend (Chicago)

Converse

Global Brand Manager, Basketball

> Led development and execution of integrated marketing campaigns in partnership with cross-functional leaders and external brand partners. Ensured that Converse and pinnacle retail partners are leading the marketplace with the most premium content, storytelling, and activations.

> Managed go-to-market process for brand function, including close collaboration with Incubate product engine and merchandising teams around product roadmaps, commercial toolkits and seasonal Paris Fashion Week showrooms.

> Notable Projects: Virgil Abloh “The Ten”, Converse x Undercover, Kith x Coca-Cola x Converse

Global Brand Manager, Incubate

> Supported digital and social media strategy for the North America wholesale environment. Worked cross-functionally within the region - in alignment with global directive - to develop powerful, integrated retail marketing programs.

> Managed retail marketing budget for pure-play ecommerce and pinnacle wholesale accounts. Collaborated daily with commercial team to plan and execute marketing programming supporting aggressive business goals.

> Conceptualized creative digital and in-store activations with premium retail partners. Executed marketing programs that built energy around seasonal product stories and supported strategic retail relationships.

Retail Marketing Manager, North America

Ecommerce Account Manager

> Led content management efforts across digital properties including Drupal CMS. Resulted in double-digit YoY improvement in Bounce Rate, Page Depth, and Avg Visit Duration on www.imgacademy.com.

> Collaborated with agency partners to execute site launches and redesigns to optimize digital consumer journey (across several product categories), measured with behavior/outcome KPI's such as site traffic, conversion rate, and average order value. Also served as project lead for implementation of website translation management system (Smartling). 

> Managed social media marketing efforts including daily social listening, content marketing, lead generation, and promotions. Developed engagement strategy and social governance across sport categories.

> Led email marketing efforts using Click Dimensions / Microsoft Dynamics CRM. Collaborated with IMG enterprise support and agency partners to optimize back-end and front-end experiences in lead-capturing and online registration.

> Tracked key performance indicators across channels (social, email and web) using multiple analytical dashboards. Customized reporting for unique product offerings and marketing campaigns.

Robby Ficker