DYLAN GROMNIAK
Munich
Summary
An inquisitive Marketing Communications Director with 20 years of experience in Sporting Goods, Mobile Telecoms and Retail Agency Account Management. A seasoned big picture thinker who thrives on shaping Brand Communication Strategy with Innovative Activations to improve Consumer Perception.
Overview
21
21
years of professional experience
Work History
DIRECTOR GLOBAL BRAND COMMUNICATION
adidas AG
04.2017 - 04.2023
- Responsible for driving brand image in Sustainability & Tech Innovation by developing annual activation strategies for global campaigns and tracking short term tactical results
- Guided a team of 5 x specialists in brand management
- Managed campaigns with €5m creation budget and +€25m media guidance
- Grew positive sentiment (+9%) and consumer participation (+34)% with 'Run For The Oceans' 2022 brand campaign by amplifying 1,400 athlete stories on social channels
- Developed identity guidelines with long term evergreen content to improve brand positioning for product innovations including adidas4D, Boost, Primeknit and Parley Ocean Plastic across all consumer touchpoints
- Achieved concept approval for the '747 Warehouse Street' brand experience featuring A list entertainers & influencers during All-Star weekend to grow market share in Los Angeles
- Secured €1.5m to centralise campaign performance reporting with Kantar to evaluate effectiveness in awareness, purchase intent and correct brand attribution.
SENIOR MANAGER BRAND COMMUNICATIONS
adidas AG
04.2015 - 03.2017
- Developed and activated cross-category account plans to achieve annual targets with Key Account partners including Intersport and Sport2000 with a €14m annual marketing budget
- Achieved customer acceptance with buying teams at seasonal milestones and market kick off sessions with audiences of 100+
- Produced trade marketing toolkits with seasonal sales conversion incentives for running and football product categories
- Created a paid social engagement plan to convert 120k pairs of Leo Messi's World Cup 2014 boot into sales at Intersport.
GO TO MARKET MANAGER (GTM) - ACCOUNT MARKETING
adidas AG
05.2013 - 03.2015
- Created integrated campaign packages to increase consideration and purchase with partner retail accounts
- Reassigned agencies for co-funded campaigns to improve franchise storytelling and brand salience for adidas
- Drove efficiencies by adapting inline campaign toolkits for retailer exclusive products
- Achieved 100% sell through in 2 days with the Originals NMD franchise launch at Foot Locker
- Increased adidas preference at Intersport by integrating a product exclusive into the global 'There Will Be Haters' campaign in 26 markets featuring Karim Benzema, Diego Costa, David Alaba and Arjen Robben
- Developed test & learn principals to achieve +12% instore footfall with geo-mobile advertising and EA Sports content.
Senior Marketing Manager - Western Europe
03.2011 - 07.2012
- Responsible for developing communication strategies and executing integrated campaigns to achieve brand and product goals
- Tasks included conducting consumer research, coordination with agencies in media, advertising & trade marketing and product management liaison
- Maintained #1 'Leadership in Imaging' with Cyber-shot phones
- Led the consumer storytelling and creative delivery for Sony Ericsson's 2010 FIFA World Cup sponsorship in 26 markets
- Provided local media investment reporting to €14m per project.
(SENIOR) MARKETING MANAGER
Sony Ericsson Mobile Communications
01.2007 - 01.2012
- Held multiple positions that involved creating temporary point of sale (POS) solutions for FMCG brands
- Helped to generate £2.5m turnover with clients that included Red Bull, Unilever, Philips and Tesco.
Marketing Comms Manager - Global
01.2009 - 02.2011
- Responsible for developing communication strategies and executing integrated campaigns to achieve brand and product goals
- Tasks included conducting consumer research, coordination with agencies in media, advertising & trade marketing and product management liaison
- Maintained #1 'Leadership in Imaging' with Cyber-shot phones
- Led the consumer storytelling and creative delivery for Sony Ericsson's 2010 FIFA World Cup sponsorship in 26 markets
- Provided local media investment reporting to €14m per project.
Marketing Comms Manager - Western Europe
12.2007 - 12.2008
- Responsible for developing communication strategies and executing integrated campaigns to achieve brand and product goals
- Tasks included conducting consumer research, coordination with agencies in media, advertising & trade marketing and product management liaison
- Maintained #1 'Leadership in Imaging' with Cyber-shot phones
- Led the consumer storytelling and creative delivery for Sony Ericsson's 2010 FIFA World Cup sponsorship in 26 markets
- Provided local media investment reporting to €14m per project.
Trade Marketing & PR Manager - Western Europe
06.2007 - 11.2007
- Responsible for developing communication strategies and executing integrated campaigns to achieve brand and product goals
- Tasks included conducting consumer research, coordination with agencies in media, advertising & trade marketing and product management liaison
- Maintained #1 'Leadership in Imaging' with Cyber-shot phones
- Led the consumer storytelling and creative delivery for Sony Ericsson's 2010 FIFA World Cup sponsorship in 26 markets
- Provided local media investment reporting to €14m per project.
MARKETING & PROJECT MANAGEMENT
Coutts Retail Communications
01.2002 - 01.2007
- Held multiple positions that involved creating temporary point of sale (POS) solutions for FMCG brands
- Helped to generate £2.5m turnover with clients that included Red Bull, Unilever, Philips and Tesco.
Education
MARKETING WEEK MINI MBA WITH MARK RITSON -
OXFORD BROOKES UNIVERSITY -
Management -
01.2023
Brand Management -
01.2020
Marketing -
01.2019
Corporate Marketing Exploration -
01.2008
BA (hons 2.1) Marketing & Transport Planning -
01.2001
Skills
- Integrated Marketing Strategy
- Brand Storytelling
- Campaign Management
- Cross-Functional Team Leadership
- Partner Account Management
- Strategic Planning
Websites
Languages
English
German
Hobbies and Interests
- 10k Runner
- Golf
- Skiing
- Dog owner (Ridgeback and French Bulldog)
- Playstation Gamer
Timeline
DIRECTOR GLOBAL BRAND COMMUNICATION
adidas AG
04.2017 - 04.2023
SENIOR MANAGER BRAND COMMUNICATIONS
adidas AG
04.2015 - 03.2017
GO TO MARKET MANAGER (GTM) - ACCOUNT MARKETING
adidas AG
05.2013 - 03.2015
Senior Marketing Manager - Western Europe
03.2011 - 07.2012
Marketing Comms Manager - Global
01.2009 - 02.2011
Marketing Comms Manager - Western Europe
12.2007 - 12.2008
Trade Marketing & PR Manager - Western Europe
06.2007 - 11.2007
(SENIOR) MARKETING MANAGER
Sony Ericsson Mobile Communications
01.2007 - 01.2012
MARKETING & PROJECT MANAGEMENT
Coutts Retail Communications
01.2002 - 01.2007
MARKETING WEEK MINI MBA WITH MARK RITSON -
OXFORD BROOKES UNIVERSITY -
Management -
Brand Management -
Marketing -
Corporate Marketing Exploration -
BA (hons 2.1) Marketing & Transport Planning -
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