Improving the marketing operation
The ongoing e-commerce operation, 2014–2016: analytics, campaign organization and agency workflows.
As a Digital Marketing Specialist at Nike Brazil from January 2014 to July 2016, I helped improve analytics, organize campaigns and improve agency workflows for e-commerce. This operational work sat alongside my responsibilities in acquisition and the customer experience.
The challenge
E-commerce marketing involved several channels and teams, with ongoing store activity alongside major campaign moments. Improving the business also meant improving how the marketing work was organized and how analytics supported it.
The public record helps explain the operating environment: Cnova's FY2015 filing identifies Nike among the eHub clients whose Brazilian e-commerce websites it managed. It provides context for an online business involving brand teams, digital marketing and an external commerce operation. [1]
My contribution
I helped organize campaigns, improve analytics and strengthen agency workflows across the e-commerce marketing effort. I also shared e-commerce practices and market developments with the organization.
A concrete change: improving the work behind campaigns
My contribution included improvements to campaign organization and agency workflows, together with analytics improvements supporting the performance-marketing work. These changes were part of running the channel day to day, alongside the work to bring people to the store and improve conversion.
Outcome
I helped improve the marketing operation that supported the overall Nike.com Brazil turnaround. The result here is qualitative: better campaign organization, analytics and agency workflows. It is one contribution to the team's business improvement, with no separate commercial uplift assigned to operations.
From the World Cup to Rio preparation
The campaign calendar gives a sense of the wider environment. During the World Cup, Casa Fenomenal in Rio had a digital publishing operation. Grupo Sal describes planning and producing digital communications, including images, video, motion and live Twitter coverage. The agency's case gallery preserves that work. [2]
Immediately after the World Cup, O Amanhã Começa Agora turned Nike's Brazilian communication toward Rio. The July 2014 campaign shows that preparation for the next major sporting moment was already part of the brand's public story two years before the Games. [3]
These are examples of the campaign activity surrounding my e-commerce role. Grupo Sal's production work and the film's creative are credited to their makers; my contribution was in the marketing operation described above.
My tenure ended in July 2016. The Games ran August 5–21, and the later Rio Sem Limites activation provides an epilogue to the preparation period. Its architecture gallery and activation film document that later work. [4]
Explore my Nike work
Role and team turnaround · Growing Nike.com Brazil · Improving the customer journey · Improving the marketing operation
References and credits
- Cnova FY2015 Form 20-F, printed page 56: eHub and Nike.
- Grupo Sal: Casa Fenomenal. Agency account of its digital production work.
- Exame: Nike turns toward Rio, July 2014. O Amanhã Começa Agora film copy hosted by FullFrame; thumbnail supplied by Vimeo.
- Australian Olympic Committee: Rio 2016 dates · Rio Sem Limites, GTM Cenografia.