nike employer brand

At my first Nike TA all-hands, I closed my introduction with the promise: “I’m here to stand up for every person in this room and every Nike employee worldwide through our global brand on web & social.” In my 2019 role including ownership of the Nike LinkedIn channel, I led creation of premium digital experiences for three priority audiences: Interns, employees & candidates. I donated time as a NikeUNITED ally x 8: Ascend, BEN, NAN, NMV, LaFN, NPN, WoN, Ability* toward inclusion & representation of their respective communities in my Nike employer brand content strategy and storytelling.

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my role:

Strategy Brief >> Creation >> Execution — Program Manager, Content Strategist, Producer, Digital Copywriter, Content Curator building inclusion and organic engagement via paid search & social, web and mobile channels supporting TA, University Relations, NikeUNITED, Nike Employer Brand, and Global Brand stories. Brand-channel owner managing organic engagement and paid search & social via .com, social, web, mobile, intranet, and email.

Agency vendor management, digital strategy & copywriting for Nike Digital video series and Nike Interns video series. Strategist, Content Creator, and Producer for North America retail athlete spotlights and global brand stories. Creative Director, Producer, and Content Strategist for 2-million follower milestone and calendar holiday graphics.

Creative partners included:

Video production agency vendor
Contract Graphic Designer
Contract Photographers
NikeUNITED co-chairs

<< Earned Media amplification

Nike Brand Creative + Digital

Nike Purpose messaging >>

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RESULTS:

Within 90 days of my recalibration of the content mix for more inclusion & representation, the channel’s new-follower acquisition rate and volume of content engagement both tripled the corresponding metrics for the first half of FY19. In less than a year, total follower count doubled to more than 3 million.