Beschreibung

I am a senior leader who builds and scales high-impact creator and influencer marketing programs and strategic brand partnerships. I've consistently driven significant growth for businesses across e-commerce, sporting goods, and fashion, leveraging my expertise in architecting initiatives that deliver substantial value. With a proven track record of leading high-performing teams and managing multi-million budgets, I focus on fuelling top-line growth. I thrive in fast-paced environments, using competitor insights and trend research, combined with a data-driven approach, to overcome critical business challenges and steer overall growth through adaptable strategies.

Branchenexpertise

Sprachen

Englisch
Muttersprachlich oder zweisprachig
Französisch
Grundkenntnisse
Deutsch
Konversationssicher

Arbeitsortpräferenzen

Vor Ort möglich

Berlin (bis zu 50 km)

Zalando
Head of Creator Programs & Operations
E-COMMERCE
November 2021 - Heute (4 Jahre und 9 Monate)
Berlin, Germany
Built and Lead Zalando's Creator programs responsible for over 1000 influencers. Developed holistic program strategy, including objectives, core KPIs, and compensation models for creators. Lead multiple direct reports in a team (~40) and sustain productive relationships with internal stakeholders. Manage and allocate a multi-million global budget. Maintain Creator satisfaction through community events and upskilling. Onboard brands and partners to participate in Zalando Creator Programs and worked with engineering and product teams to develop tooling.
• ● Launched Style Creator Program across 24 markets and onboarded 500 creators to program and created over 30K outfits every year; including generating revenue of more than €200M delivering 1000% ROI on allocated budget. Secured additional investment from markets to develop beauty and sports creator propositions.
• ● Built a new creator program to support Zalando's inspiration and entertainment objectives with over 600 influencers. Including building a new creator management team.
• ● Grew the overall team from 3 FTE's to over 40 FTE's to enable us to deliver all services and business objectives.
• ● Worked closely with product and tech for developing our internal tooling to meet the needs of the business and creators
• ● Built in-house Creator Management team responsible for managing all relationships with Creators including our community management approach to drive loyalty and personalised experiences with them.
• ● Developed a creator community management approach involving events and webinars and secured additional investment from brands for their participation.
• ● Built a new team for Managing influencer campaigns on behalf of brands for ZMS including additional upselling to drive more revenue for business.
• ● Commercialised our influencer services to brands using ZEOS through an agency model approach. Helped ZMS develop new influencer services to drive incremental revenue
Influencer marketing Creator Strategy leadership Business development Social media
Zalando
Executive Project Manager
E-COMMERCE
April 2021 - November 2021 (7 Monate)
Berlin, Deutschland
Oversaw several cross-departmental projects for wide-scope organisational change. Led daily communications of SLT and prepared papers for key topics for C-Suite. Devised talent/partnership strategy for Sports marketing and managed budget, whilst steering project deliverables and sports marketing positioning.
• ● Improved effectiveness of marketing organisation by delivering large-scale organisation-wide change in a tight timeline
• ● Devised overall Zalando Marketing strategy, and standard project management tools and processes for
marketing organisation.
• ● Oversaw the development of the Zalando brand framework with an external agency
Corporate strategy Business development Project Management
adidas DE
Senior Manager (Operations)
SPORT
August 2017 - März 2021 (3 Jahre und 7 Monate)
Herzogenaurach, Deutschland
Supported SVP/GM of Originals by directing daily functions of the business unit for the leadership team, strategic projects, and processes. Improved SLT interactions throughout team and strategy meetings through implementation of action follow-up. Created in-depth and highly-interactive business presentations for SVP and C-suite. Utilised teams' input and act as sparring partner/sounding board to SVP to present strategic point of view for a number of topics. Ensured consumer alignment with BU and launched new consumer segments for originals by leading all consumer research projects.
• ● Drove annual strategy process and implemented a framework of strategic business plan within the BU
• ● Promoted inclusiveness and culture by incorporating people topics and action planning.
• ● Directed and executed various high-profile projects/programs, such as prioritisation and business case development within Originals.
• ● Re-defined the Originals consumer segmentation and implemented six new consumer segments to improve consumers' targeting.
Project Management Strategic planning Business development

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Master of Science
University of Liverpool
2010
Master of Science
Bachelors in Business Studies
University of Liverpool
2007
Bachelors in Business Studies

Paul O'Neill

Head of Creator Programs & Operations

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