Fabian Dae-il Fiege

Responsible for leading and shaping Samsung's Retail Marketing strategy across Germany, overseeing a growing team, and driving innovation at the point of sale (POS) to enhance customer engagement and product visibility. Key focus areas include strategic planning, live experiences, and comprehensive training initiatives.

Key Responsibilities:

• Developed the strategic direction for Retail Marketing, aligned with global Mobile Experience Marketing objectives.
• Scaled the Retail Marketing team from 8 to 20 members to meet increasing demands and responsibilities.
• Designed and executed high-impact projects such as Pop-Up Stores, Lighthouse concepts, and SIS spaces.
• Implemented a Field Force management system (“Control Tower”) overseeing ~400 staff, improving operational efficiency.
• Introduced new trainer certification standards, enhancing quality and reducing trainer numbers from 120 to 55.

Achievements & Success Stories:

• Led the execution of Samsung's first Lighthouse concept and DX SIS space in Berlin, earning the European Presidents Award.
• Spearheaded retail activations at flagship locations (e.g., Westfield Centre and Mall of Berlin), driving increased traffic and product consideration.
• Achieved measurable success at IFA 2022 and 2023, delivering innovative POS concepts that exceeded expectations.
• Enhanced communication and presentation skills within the team, resulting in better cross-departmental alignment.

Managed retail marketing for Samsung's IT and Mobile divisions, developing local strategies to enhance sell-through and customer experience at over 4,000 POS nationwide. Collaborated with headquarters to align global objectives with local needs and executed high-profile retail campaigns.

Key Responsibilities:

• Developed and executed retail marketing strategies tailored to the German market, ensuring alignment with European and Korean HQ.
• Oversaw the installation and performance tracking of over 600 SIS, optimizing ROI and enhancing customer interaction.
• Planned and managed marketing campaigns for smartphones, tablets, and wearables across key accounts.
• Supervised 5 Regional Retail Managers and supported their teams in delivering consistent retail excellence.

Achievements & Success Stories:

• Introduced the premium “Galaxy World” SIS concept in 10 Media and Saturn stores, elevating the customer experience.
• Delivered 90 SIS modules in Telefonica stores, significantly increasing accessory sales and brand visibility in the operator channel.
• Created assembly diagrams and performance KPIs to streamline portfolio management and enhance decision-making.

Led retail brand presentation for flagship stores in Austria, Germany, and Switzerland, ensuring premium execution of Nike campaigns and aligning strategies with European headquarters.

Key Responsibilities:

• Directed retail brand execution at flagship stores, including Niketown Berlin, delivering category-leading experiences.
• Planned and managed budgets for retail campaigns, ensuring alignment with local and regional strategies.
• Hired, coached and managed a small team, including RBP interns, to support retail marketing initiatives.

Achievements & Success Stories:

• Successfully executed the “Back for the Future” and Nike+ campaigns, integrating storytelling and new activation formats.
• Enhanced collaboration with European HQ, aligning campaign execution across AGS markets.
• Delivered high-quality recaps, including sell-through data, to stakeholders for continuous improvement.

Drove the retail marketing strategy for Nike Running, developing innovative plans to enhance brand visibility at key accounts and running specialists.

Key Responsibilities:

• Designed retail marketing strategies for the Nike Running category, focusing on key accounts and city mapping.
• Delivered high-impact retail activations and POS marketing materials to align with global and European brand stories.
• Managed budgets for marketing initiatives, ensuring ROI and consistency across campaigns.

Achievements & Success Stories:

• Played a key role in enhancing Nike Running's retail presence across Germany, delivering measurable improvements in brand recognition.
• Supported cross-category retail presentations in six showrooms for sales meetings, driving engagement with internal teams.

• Collaborated with other departments to create cohesive marketing initiatives for increased brand awareness.
• Replica launches with Hertha BSC and Borussia Dortmund in collaboration with Sports Marketing and Event Marketing.
• Integration of Karstadt Sports as key partner.
• Screening of >100 Football accounts for POS-executions in preparation of Football Euro-Cup in Austria/ Switzerland 2008.

• Hired and managed a team of City Coordinator for Nike´s Football World Cup 2006 initiative.
• Set performance expectations for the team, monitoring progress towards goals and providing constructive feedback as needed.
• Developed team members' skills through targeted coaching sessions, resulting in improved individual performance.
• Enhanced team productivity by implementing efficient work processes and regularly reviewing performance metrics.