Niclas Bornling

New Era is the global leader in headwear and the original baseball cap. A $750M brand covering a vast consumer landscape ranging from the core sports fan to the urban street wear and culture driven consumer. Overall responsible for a full transformation of all marketing strategy, brand and product storytelling, structure, process, organization and budget aiming at positioning the brand as a leading street wear brand.

Responsible for the global marketing strategy, plan, programs, budget and team. Member of the executive brand leadership team driving global brand strategy, product plans and commercial strategy.

As the highest ranking marketing employee I was responsible for the Salomon brand strategy, global marketing strategy and product marketing concepts. Achieved double-digit footwear growth year over year for five consecutive years. Global leadership in winter sports equipment and 25% apparel growth from 2011. Lead the creation and execution of the global consumer segmentation and insights, the brand equity pyramid, the global marketing model, the brand product architecture, several brand campaigns, the definition of key consumer purchase drivers, multiple groundbreaking marketing concepts, the visual language, the corporate logo and branding strategy, the global marketing plan process, a 65M€ marketing budget and the global marketing organization.

Responsible for Salomon’s global consumer marketing strategy and programs. Lead the creation and implementation of consumer advertising, digital marketing strategy, strategic brand partnerships, brand campaigns, media strategy and a 10M€ marketing budget.

Responsible for the Swedish marketing strategy, plan and budget. Lead a team of 2 people. Created and executed the consumer-, trade, and sports marketing plans, programs and tools. Established Salomon’s first Concept Store in Stockholm, Sweden. Contributed to an annual high single digit growth over four consecutive years and Swedish winter sports equipment market leadership.