Cyber Week strategy and execution
In 2018 and 2019 I was responsible for managing Reebok’s eCommerce promotional strategy for Black Friday and Cyber Monday. These two shopping holidays are the largest revenue-driving days of the year in the US market.
I liaised closely with the digital analytics team to build forecasts, and acted as internal spokesperson for the eCommerce strategy when aligning with brand leadership, wholesale, retail, digital marketplace, and channel marketing teams. I managed the creative briefing process for content across every marketing channel as well as the website. Lastly, I executed the onsite activation, in which I built an easy-to-follow consumer journey and enacted a compelling site merchandising strategy.
As a result of my work, Cyber Week demand revenue increased by 31% year over year in 2019, and 41% YoY in 2018.
Screenshots below were taken from the Reebok.com homepage, illustrating the design direction and language from both Cyber Week 2019 and 2018.
