Amber Santos

Successfully led Strava's rebranding initiative, encompassing messaging, tone, and visual identity, resulting in the creation of a comprehensive brand toolkit and a suite of versatile top-of-funnel assets (video, social media content, radio ads, out-of-home) Developed operational efficiencies and standardized processes including a cross-departmental marketing calendar that streamlined communication and reduced resource expenditure

Managed two direct reports, guiding local community marketing and NAM paid media campaigns Strategized and executed quarterly 'Impossible is Nothing' brand campaigns; including paid media plan development and creative adaptation for NAM across TV, Digital, OOH, Social and Retail Collaborated with Social, PR, Paid Media, ecom, DTC and Wholesale accounts to integrate campaign message and extend reach Led cultural marketing campaigns including Hispanic Heritage Month, Pride and Black History Month from inception through completion

Supported annual development of adidas Womens' brand strategies, leading with research, trends, insights and key learnings Managed Womens' campaign creative development; oversaw creative agency and media partners Executed acceleration initiatives to drive cross-category sales; led creation of Womens' first-ever cross-category digital DTC look book which generated 25% of Womens' total Concept Store sales and 15% of Womens' eComm sales during campaign flight Consistently partnered with Global Communications team and sport category teams to achieve brand marketing and category objectives Partnered with Global Purpose team to execute 7 initiatives across 3 years; co-created with nonprofit organizations and supported youth and community programming Optimized the product sample ordering procedures, resulting in streamlined and efficient processes and seamless execution of brand photoshoots