GLOBAL
MARKETING.

Company. Decathlon - Watersports

Context. Evolving from a retailer into a global sports brand leader, by building stronger preference while ensuring consistency and sales performance across international markets.

Period. 2021 – 2023

Role. Head of Marketing & Communication

Markets. Europe · Asia · North America

Environment. Sports · Design · Retail

01 STRATEGY

MAIN CHALLENGES

Strengthen brand image by showcasing product design expertise, innovation processes and the people behind products to build stronger brand awareness and credibility.

BRAND POSITIONING

Shifting perception from retailer to product designer

Build global marketing strategy aligning brand ambitions, product priorities and local business needs, while providing markets with adaptable content and activation guidelines.

GLOBAL CONSISTENCY

Harmonizing marketing while enabling local adaptation

Translate product expertise and innovation into user-centric stories, combining functional benefits with emotional storytelling to favor brand preference.

PRODUCT STORYTELLING

Turning product innovation into compelling stories

Combine global brand identity building with tactical marketing devices and activations supporting product launches, seasonal priorities and local omnichannel business needs.

SALES PERFORMANCE

Balancing brand awareness and commercial activations

02 MY ROLE

SKILLS APPLIED

100%

80%

75%

65%

AS HEAD OF MARKETING & COMMUNICATION, I ORCHESTRATED CUSTOMER KNOWLEDGE, STRATEGIC PLANNING AND CREATIVE CONCEPTS TO SHAPE GLOBAL MARKETING INITIATIVES, LEADING INTERNATIONAL TEAMS AND MONITORING PERFORMANCE.

INSIGHTS

STRATEGY

CONTENT

LEADERSHIP

ANALYSIS