Tom Heise

Director Culture & Communities @act.3

Berlin, DE

Lead and manage the Global adidas Runners Community, overseeing a diverse global team of 25+ professionals across Brand Strategy, Community Operations, Product Campaign Development, Activation Concepts, Digital Communications, and Business Intelligence.• Develop and implement community strategy to align with adidas\' brand goals, ensuring sustainable growth and global steering of local communities.• Spearhead integration of the AR Community into key brand marketing campaigns, driving engagement and alignment across multiple regions.• Oversee budget planning, team development, and execution of innovative community experiences, optimizing brand activation strategies.Key Achievements:Co-developed and operationally led a diverse, cross-functional team of brand marketing specialists to strategically guide, efficiently manage, and expand the adidas Runners Communities to 78 cities, reaching 100K active members annually and nearly 1M connected members globally on the AR app.Phase 1: Defined the fundamental value foundation and USP of the adidas Runners Community.Phase 2: Established an agile execution structure that fosters sustainable growth and engagement.Phase 3: Transitioned the AR Community into a fully integrated brand marketing asset, boosting global visibility.

HTW Berlin / University of Applied Sciences

Bachelor, Business Communication Management

Johannes Wagner Holzbau GmbH

Carpenter, Geselle