Giuseppe Russo
Global Brand Marketing Manager @adidas
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WORK HISTORY
Global Brand Marketing Manager @adidas
Global marketing leader specializing in translating brand strategy into high-impact omnichannel campaigns at scale. Experienced in bridging global and regional teams, aligning commercial priorities, and driving performance across multi-market activations- Lead the end-to-end orchestration of 150+ global seasonal marketing campaigns annually, managing briefing, creative development, production, and rollout across eCommerce, retail, and wholesale channels- Manage the campaign creation process with internal teams and creative agencies, coordinating campaign shootings, production timelines, and delivery of key visuals, video assets, and digital content- Pioneering the integration of AI into the campaign workflow, leading one of the first internal initiatives exploring AI-supported content creation, campaign planning, and audience segmentation to improve efficiency and campaign relevance across markets- Ensure campaign asset readiness and distribution, building campaign toolkits and activation guidelines that enable consistent rollout across 60+ markets and multiple consumer touchpoints- Act as a bridge between global brand teams and regional markets, gathering market feedback, aligning campaign priorities, and ensuring cultural sensitivity, diversity representation, and local relevance- Work closely with merchandising, media, retail, and commercial teams to align campaigns with product launches, seasonal priorities, and commercial objectives- Support markets in executing campaigns across channels by ensuring clear activation frameworks, asset availability, and alignment with local needs and timelines- Track campaign rollout and performance through PowerBI dashboards and campaign KPIs, identifying opportunities to optimize activation and improve marketing impact across regions.
EDUCATION
Università degli Studi di Napoli Federico II
Bachelor's degree, Business Administration
FEP U. Porto – Economics and Management
Erasmus Programme - Master’s Degree, Marketing internazionale
Luiss Guido Carli University
Master's degree, Marketing - Market Relationship & Customer Engagement
ABOUT GIUSEPPE RUSSO
Global Brand and Digital Manager with 10+ years of international experience in Brand Marketing, Analytics, Customer Insights, CRM, and Digital Innovation across the sports, luxury, FMCG, and lifestyle sectors. I specialize in designing and executing client-centric strategies that elevate customer experiences, strengthen brand equity, and drive measurable business growth.At Adidas HQ, I coordinated high-profile global partnerships (Adidas x Gucci, Adidas x Mercedes, Adidas x Bad Bunny) and orchestrated 150+ omni-channel campaigns annually across 60+ markets, connecting products with culture through global storytelling frameworks, CRM strategies, and membership (loyalty) activations. Previously, at Barilla and British American Tobacco, I managed multi-million-euro budgets, spearheaded brand repositioning initiatives, and delivered disruptive digital activations that boosted sales and built long-term relationship equity.I am highly analytical and results-driven, with proven ability to transform data into strategic recommendations, engage senior stakeholders, and inspire cross-functional teams in fast-paced, complex environments. My expertise lies at the crossroads of brand building, digital transformation, and consumer culture, with strengths in- Global Brand Strategy & Omni-channel Marketing- Digital Partnerships & Premium Collaborations- Retail Activations & Events- Sports Marketing & Lifestyle Branding- CRM, Loyalty & Consumer Engagement- Cross-functional Leadership & Agency Management- Analytics & Customer InsightsMultilingual (Italian, English, Spanish, and French), passionate about travel, cultural exchange, and creative projects that connect people and brands in meaningful and innovative ways.
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