Felicitas Olschewski

About Felicitas Olschewski

Accomplished and success-oriented senior executive with over 15 years of international experience in driving business growth for global brands across sportswear, technology, beauty, wellness, luxury and CPG such as adidas, Apple, eBay, Unilever (Dove, Vaseline, Degree, Liquid IV etc.), LVMH, IKEA, Chanel, Google, Netflix, Samsung, and YouTube. Thrives in driving global marketing strategies rooted in pop culture. Catalyst for brand marketing transformation, social first consumer strategies, creator marketing, AI and cultural omni-channel marketing. Writes on cultural influence and brand building on her CultureCodes Substack. Harvard, MIT and Central Saint Martins program alum. Felicitas innovator - operator mindset is an asset to the companies which she affiliates with:1. Unilever’s Global Social-First Strategy: Spearheaded the transformation of Unilever’s brand strategy across multiple business units, driving a global shift towards a social-first and creator driven approach that maximized consumer engagement and amplified brand presence across key markets and brands such as Dove.2. Digital Transformation at adidas: Directed adidas’s 2025 global digital business transformation, crafting and executing a comprehensive strategy that integrated digital marketing, product innovation, eCom and consumer experience, resulting in enhanced brand relevance and market positioning.3. Product innovation & consumer marketing: Successfully conceptualized and executed the groundbreaking adidas FUTURECRAFT LOOP and Made to Be Remade programs - globally awarded IPs - ensuring seamless delivery from concept to market launch across five global regions, enhancing brand equity and setting new standards for sustainability in sportswear. Expanded to 3 circular business models.

Experience

1. Managing Director, Digital Global Brands, Innovation

   Edelman

   Jul 2024 — Present · Los Angeles, CA, US

   Drive global brand acceleration strategies, focusing on trend forecasting, social-first marketing, the creator economy, and GenAI to build new digital-first brand and consumer engagement models across the global top 30 client portfolio. This includes fresh approaches to brand development, architecture and brand operating models. CMO + CCO Advisory.

Education

• Akademie U5 München

  Bachelor's degree, Marketing & Communication

  2006 — 2009

• Massachusetts Institute of Technology

  Short Course, Media Lab: Cryptocurrency

• Harvard Business School Executive Education

  Value Creation, Finance, Culture, Leadership

  2021 — 2021

• Text-College Muenchen

  Creative Writing

  2008 — 2009

• University of the Arts London

  Master of Arts (MA) (2018), Innovation Management

  2016 — 2018

Skills

• Online Advertising
• Interactive Advertising
• Copywriting
• Advertising
• Interactive Marketing
• Interactive Strategy
• Creative Writing
• Fresh Ideas
• 360 Campaigns
• Integrated Media
• Social Media
• Brand Development
• Creative Skills
• Digital Marketing
• User Experience
• Digital Media
• Design Research
• Strategic Foresight
• Innovation Management
• Business Innovation
• Creative Direction
• Strategy
• Sustainability
• Brand Management
• Social Media Marketing
• Sustainable Business
• Sports Communication
• Circular Economy