Alexandra Hearth

• Led the approach to the Nike membership/loyalty strategy from a City lens, to help drive average annual member database growth with a focus on engagement and retention.

• Established an approach to working with partners including high profile athletes (England Lions and Lionesses, Mo Farah, Dina Asher-Smith)

• Launched a series of events for members, with ownership of the budget, event management, branding, storytelling, venues, recruitment and partnerships). These included Intimate Gigs with Finn Foxell, Ragz Originale, Kam-BU and breakfast talks with Fred again.., No Signal Radio, Apple Presenter Rebecca Judd, Fashion East founder Lulu Kennedy and more.

• Fed insights into EMEA to expand the strategic framework for rewarding highly valued members, increasing member spend by serving targeted rewards and measuring long-term impact.

• Pioneered an innovative approach to content marketing, across owned channels, partner channels, social platforms and in-app communications, increasing reach and posting cadence, while maintaining the central brand narrative.

• Partnered with consumer data science experts to define appropriate testing frameworks for marketing campaigns which included the use of A/B testing scenarios to make informed data driven decisions.

• Oversaw digital journeys and omnichannel mapping, across owned platforms and social platforms.

• Established a process for working with external partners, including Strategic decision making,

• Accelerated the Nike.com Digital Direct offence for UK & Ireland, educating the territory brand marketing function on e-commerce objectives, capabilities and ways of working.

• Drove hyper-local and commercially focused Nike.com seasonal marketing campaigns (e.g. Holiday Gifting, Black Friday, etc.) through planning and execution at a territory level.

• Evaluated Digital Demand keeping the UK Chairman up to speed on the growth of Digital Direct channels (.com, Nike App. SNKRs), evangelising the use of data to quantify brand activations into business performance KPIs.

• Oversaw the work of the Nike Direct Social Specialist, building out the City social strategy, with a focus on increasing cadence and reach across paid and organic. While defining the process and team structure to maintain the seasonal brand narrative.

Working across Audi and Simba I was responsible for the management of their B2C communications. Beginning in development of brand strategy, then driving initiatives through to delivery across OOH, TV, Email, Social, Digital, press, POS and fame driving initiatives. I have also worked on CX through development of a digital tool for IKEA. Previous Accounts Included: Costa, Uber, British Airways, Unilever (Lynx), Perfetti Van Melle (Mentos)