Columbia University

Freelance Activation Strategy at act.3 GmbH

Germany

Lead strategy and implementation for adidas Running and adidas Runners's global activations. Responsibilities include:
-  Strategy toolkit development which local market teams use to execute initiatives (i.e. the creation of visual asset packs, activation concepts/tools, resource docs, and more)
-  Market Steering (Briefing and Alignment Calls / Learning and Insight Distribution across 60+ local markets)
-  Global adidas Runners Content Strategy Development and Execution

Projects
1) adidas Runners x ULTRABOOST 19 Launch: The goal was to use the adidas Runners community to sustain hype around the ULTRABOOST 19 launch while creating cultural tie-ins through a series of activations and content.​
Results:
-  32 markets activated around the world
-  65+ events
-  19K consumer participants
-  28M earned reach

2) Run For The Oceans: RFTO is a global initiative that harnesses the power of sports to raise awareness about the threat of marine plastic pollution and inspire positive action. From June 8 - June 16th, adidas puts out a call for runners worldwide to log kilometers for the cause. Every kilometer recorded = $1 for Parley Ocean School to educate our youth on how to tackle the marine pollution problem. Additionally, adidas hosts on activations around the world to drive awareness and participation (powered by adidas Runners).
Results: TBD
            

    
    

    
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act.3 GmbH

Freelance Activation Strategy

- Design experiential concepts that would translate into highly visual digital content for consumers
-  Developed creative strategy and visual execution for over 10 brand-driven events and activations (some examples below)
-  Sea to Table: Hosted a private 4-course meal for top 50 customers and company partners
-  Nantucket Wine and Food Festival: Served 2,500 guests at a notable New England food show
-  Dig Ice Cream Pop-up Cart: Served over 2,600 guests across NYC/Boston and generated 1M+ social impressions

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Dig Inn

Activations Marketing Manager

My role was to build brand equity and drive sales through impactful events with Mic’s audience. I worked closely with Mic's editorial team to bring their stories to life in offline formats including panels, parties, screenings, and performances. In result, it extended Mic's platform to reach new audiences while collaborating with leading brands, creatives, and business executives.

Director of Events and Programming

I supported a four person sales team across our three major markets (NY, LA, CHI). I was both successful in developing branded content proposals (ideation, decking, media planning) and executing campaigns (content production, tracking, client services). Mic’s business grew from zero to $4M in revenue, winning new business with consumer brands such as GE, Hulu, Grey Goose, Cole Haan, and Chevrolet. As we scaled, I subsequently took on a leadership role to onboard new AMs and establish pre- and post-sale processes.

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Account Manager + Senior Brand Strategist

As a Brand Partnerships Manager, my focus was to increase Mic’s organic traffic by leveraging social media (mainly Facebook) as it was rapidly shifting the media landscape. In little over a year, I cultivated more than 100 partnerships which in turn drove 25% of site traffic month-over-month as organic traffic grew from 8M to 14M monthly unique readers.

Brand Partnership Manager

Tick is a web-based education tool that facilitates small, topic-driven discussions around course content. Our goal is to enable instructors to curate forums that inspire students to discuss course themes in a dynamic way.

Tick

Co-Founder

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- Started initiative for MLS to purchase past team’s vintage trademarks.

Major League Soccer

Licensing and Merchandise Intern

- Manage owner’s personal schedule.
-  Provide support for general office management.
-  Arrange table reservations for clients.
-  Produce menus and drink tickets to reflect and support nightly operations.

1OAK

Intern & Personal Assistant

- Created and standardized the comprehensive desk documentations (policies and procedures manual) of internal financial roles and processes.
-  Consolidated and presented financial data monthly to team leads highlighting revenue generated by four business segments using Essbase.
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Financial Analyst

Seize the Moment Entertainment is a party planning group for high school students. We mainly specialized in hosting safe and fun dances in Rochester, MN. The company has generated over $50,000 in revenue.

Bayode Adafin

Bayode Adafin