Approach

As part of a larger Retail Reset strategy to transform Nike into an industry-leading DTC brand, Project 'One Nike' was created to unify the brand and commerce into one seamless experience for the Nike consumer under Nike.com.

Over my 11-year tenure at Nike, I held several roles from growth marketing, brand content, digital merchandising, and general management supporting this retail reset strategy.

1. Started by listening to the customer, gathering user experience insights across brand and commerce experiences.

2. Digital is the future for serving them. The entire company needed to be aligned around this vision and what the consumer was telling us.

3. They wanted a seamless experience that enabled them to shop when, where and how they wanted to.

4. We A/B tested many different experiences, executed qualitative research, UI/UX tested the consumer journey, also informed by heat mapping and scroll reach exercises.

• Our consumer experience went from a fragmented journey to a streamlined path to purchase where consumers were inspired along the way. Product visit rates improved by ~200bps and conversion grew from 2.5% to 4.5%.

• We gained significant sales volume leverage - 3X'd the business in 4 years.

• AOV improved from $75 to $110.

• Organic traffic also improved through SEO enhancements.

• We acquired 4 million new customers.

A massively improved customer journey that leveraged a growth hacking mentality through data insights and customer experience journey mapping, with a test-and-learn culture delivered outsized results.

It takes a village. Excellent relationships with cross-functional partners that trust each other are critical to successfully owning and driving large-scale projects.