Here are a few examples of the business problems I enjoyed solving and the outcomes they helped create.
As adidas Canada grew, the complexity of the wholesale business began to outpace its operating model. Processes were fragmented, planning lacked consistency, and profitability was under pressure. I was asked to build an entirely new Sales Operations function to create the structure, governance, and capabilities needed to support the company's next stage of growth.
I developed a phased transformation plan, beginning with a comprehensive assessment of pain points across the business and benchmarking best practices from Global and international markets. After securing executive alignment, I built and scaled the team, introduced new operating rhythms, and partnered cross-functionally to implement new planning processes, governance frameworks, forecasting capabilities, digital tools, and commercial policies. Each initiative was piloted, refined, and scaled through continuous seasonal improvement.
Over three years, Sales Operations became a core commercial function supporting the entire Canadian wholesale business. The team introduced capabilities including Sales Planning, Pricing & Trade Investment, Customer & Range Segmentation, Digital Wholesale Solutions, Forecasting & Supply Planning, Joint Business Planning, Go-to-Market Calendar Management, Customer Portfolio Management, and Sales Enablement. Several initiatives delivered multi-million dollar financial impact, while others fundamentally improved planning discipline, decision-making, and cross-functional execution. Today, Sales Operations remains an integral part of adidas Canada's commercial operating model.
Built adidas Canada sales operations from the ground up
As adidas Canada grew, the complexity of the wholesale business began to outpace its operating model. Processes were fragmented, planning lacked consistency, and profitability was under pressure. I was asked to build an entirely new Sales Operations function to create the structure, governance, and capabilities needed to support the company's next stage of growth.
I developed a phased transformation plan, beginning with a comprehensive assessment of pain points across the business and benchmarking best practices from Global and international markets. After securing executive alignment, I built and scaled the team, introduced new operating rhythms, and partnered cross-functionally to implement new planning processes, governance frameworks, forecasting capabilities, digital tools, and commercial policies. Each initiative was piloted, refined, and scaled through continuous seasonal improvement.
Over three years, Sales Operations became a core commercial function supporting the entire Canadian wholesale business. The team introduced capabilities including Sales Planning, Pricing & Trade Investment, Customer & Range Segmentation, Digital Wholesale Solutions, Forecasting & Supply Planning, Joint Business Planning, Go-to-Market Calendar Management, Customer Portfolio Management, and Sales Enablement. Several initiatives delivered multi-million dollar financial impact, while others fundamentally improved planning discipline, decision-making, and cross-functional execution. Today, Sales Operations remains an integral part of adidas Canada's commercial operating model.
Inconsistent assortment planning across more than 900 wholesale customers was driving product saturation, price compression, and an inconsistent consumer experience. The objective was to create a standardized segmentation strategy that balanced Global principles with Canadian market realities while bringing the sales organization along through significant change.
I designed a Canadian segmentation framework supported by extensive financial modelling, retailer scenario planning, and a comprehensive change management program. Over four weeks, I led tailored training sessions across Sales, Merchandising, and Marketing, introduced governance around exceptions, and embedded segmentation into key go-to-market milestones to ensure long-term adoption.
Successfully implemented customer and product segmentation across 900+ wholesale accounts, two brands, and more than 8,000 products in the first season. The strategy significantly reduced product saturation, improved assortment differentiation, reduced net pricing by more than 75%, and materially improved clearance performance. The framework remains a foundational part of adidas Canada's commercial strategy today.
Launched integrated customer and range segmentation across 900+ customers
Inconsistent assortment planning across more than 900 wholesale customers was driving product saturation, price compression, and an inconsistent consumer experience. The objective was to create a standardized segmentation strategy that balanced Global principles with Canadian market realities while bringing the sales organization along through significant change.
I designed a Canadian segmentation framework supported by extensive financial modelling, retailer scenario planning, and a comprehensive change management program. Over four weeks, I led tailored training sessions across Sales, Merchandising, and Marketing, introduced governance around exceptions, and embedded segmentation into key go-to-market milestones to ensure long-term adoption.
Successfully implemented customer and product segmentation across 900+ wholesale accounts, two brands, and more than 8,000 products in the first season. The strategy significantly reduced product saturation, improved assortment differentiation, reduced net pricing by more than 75%, and materially improved clearance performance. The framework remains a foundational part of adidas Canada's commercial strategy today.
A Global profitability review identified Canada's wholesale trade structure as 15–20% more generous than comparable markets, creating significant margin erosion. The objective was to redesign the trade investment model while maintaining strong retailer relationships and commercial competitiveness.
I led a complete review of Canada's trade structure against Global standards before designing a new market-specific framework. After building executive alignment, I developed new trade policies, trained commercial teams across the country, and partnered with sales leaders through retailer negotiations over a three-year transition. We also shifted investment from discounts into marketing programs that better supported sell-through.
Improved wholesale profitability by approximately 6 percentage points while increasing marketing investment by 1.5 percentage points. The new trade framework strengthened commercial discipline, aligned Canada with Global best practices, and created a more sustainable investment model for long-term growth.
Drove 6pp wholesale profitability gain through trade redesign
A Global profitability review identified Canada's wholesale trade structure as 15–20% more generous than comparable markets, creating significant margin erosion. The objective was to redesign the trade investment model while maintaining strong retailer relationships and commercial competitiveness.
I led a complete review of Canada's trade structure against Global standards before designing a new market-specific framework. After building executive alignment, I developed new trade policies, trained commercial teams across the country, and partnered with sales leaders through retailer negotiations over a three-year transition. We also shifted investment from discounts into marketing programs that better supported sell-through.
Improved wholesale profitability by approximately 6 percentage points while increasing marketing investment by 1.5 percentage points. The new trade framework strengthened commercial discipline, aligned Canada with Global best practices, and created a more sustainable investment model for long-term growth.
Poor forecasting accuracy and OTIF (on time in full) performance were impacting both revenue and profitability. Manufacturing forecasts were frequently inaccurate, wholesale shipments missed key retail windows, and partial deliveries resulted in cancellations, markdowns, and retailer dissatisfaction.
I designed and implemented the Merchandising & Assortment Forecasting Tool (MAFT), creating a single demand planning process that aligned bottom-up assortment forecasts with top-down financial planning. The process was integrated into go-to-market milestones and expanded across wholesale, eCommerce, and owned retail to create one unified forecast across the Canadian business.
Forecasting became standardized across 100% of the Canadian business, creating a single version of the truth for both units and revenue. Forecast accuracy improved dramatically, OTIF performance increased from below 75% to over 90%, and the Canadian-developed MAFT solution was later adopted by the U.S. business and funded for enterprise system integration.
Built strategic omni-channel planning capability
Poor forecasting accuracy and OTIF (on time in full) performance were impacting both revenue and profitability. Manufacturing forecasts were frequently inaccurate, wholesale shipments missed key retail windows, and partial deliveries resulted in cancellations, markdowns, and retailer dissatisfaction.
I designed and implemented the Merchandising & Assortment Forecasting Tool (MAFT), creating a single demand planning process that aligned bottom-up assortment forecasts with top-down financial planning. The process was integrated into go-to-market milestones and expanded across wholesale, eCommerce, and owned retail to create one unified forecast across the Canadian business.
Forecasting became standardized across 100% of the Canadian business, creating a single version of the truth for both units and revenue. Forecast accuracy improved dramatically, OTIF performance increased from below 75% to over 90%, and the Canadian-developed MAFT solution was later adopted by the U.S. business and funded for enterprise system integration.
When I assumed leadership of adidas North America's dropship business, sales were in sustained decline and confidence in the business model was deteriorating. Limited reporting made the team reactive, leaving operational and merchandising issues largely invisible.
I first aligned leadership around realistic recovery expectations before reorganizing the team around channel ownership and accountability. I partnered with Analytics and Operations to build automated reporting dashboards, introduced weekly business reviews, prioritized operational fixes, and established monthly executive communications that created visibility, accountability, and stronger collaboration across commercial teams.
The business improved from -12% year-over-year in Q1 to +57% in Q4, delivering a 15% annual turnaround. The reporting framework became the standard for business performance reviews and restored executive confidence in both the business and the team.
Led 1 year, 15% North American dropship turnaround
When I assumed leadership of adidas North America's dropship business, sales were in sustained decline and confidence in the business model was deteriorating. Limited reporting made the team reactive, leaving operational and merchandising issues largely invisible.
I first aligned leadership around realistic recovery expectations before reorganizing the team around channel ownership and accountability. I partnered with Analytics and Operations to build automated reporting dashboards, introduced weekly business reviews, prioritized operational fixes, and established monthly executive communications that created visibility, accountability, and stronger collaboration across commercial teams.
The business improved from -12% year-over-year in Q1 to +57% in Q4, delivering a 15% annual turnaround. The reporting framework became the standard for business performance reviews and restored executive confidence in both the business and the team.
adidas sought a meaningful fundraising initiative that honoured Terry Fox's legacy while strengthening its long-standing partnership with the Terry Fox Foundation.
I led the development and execution of a nationwide fundraising campaign featuring signed adidas Orion shoes from eleven of Canada's greatest athletes, alongside Muhammad Ali. I coordinated athlete partnerships, logistics, custom auction design, eBay integration, marketing strategy, and campaign execution, managing every aspect from concept through launch.
The campaign raised more than $100,000 for cancer research through the Terry Fox Foundation and became one of adidas Canada's most successful charitable fundraising initiatives.
Led online auction for cancer research in collaboration with the Terry Fox Foundation
adidas sought a meaningful fundraising initiative that honoured Terry Fox's legacy while strengthening its long-standing partnership with the Terry Fox Foundation.
I led the development and execution of a nationwide fundraising campaign featuring signed adidas Orion shoes from eleven of Canada's greatest athletes, alongside Muhammad Ali. I coordinated athlete partnerships, logistics, custom auction design, eBay integration, marketing strategy, and campaign execution, managing every aspect from concept through launch.
The campaign raised more than $100,000 for cancer research through the Terry Fox Foundation and became one of adidas Canada's most successful charitable fundraising initiatives.
As AI reshaped how commercial and marketing work actually gets done, I made a deliberate choice not to stay a spectator. Understanding AI strategically wasn't enough, I needed to know how to actually use it, the same way I'd expect any team I led to.
I completed AI upskilling through Coursera, then moved straight from learning to doing. I've used Claude and ChatGPT to build and iterate this website end to end, from initial concept through ongoing edits, to draft marketing storyboards and business cases, and to bring more structure and speed to collaborative workflows across my day-to-day tools.
The result is sitting in front of you, this entire site was built and refined through that process. Beyond the site, applying these tools has meaningfully cut the time it takes me to go from idea to finished output across planning, writing, and analysis work, the same efficiency mindset I've brought to every commercial role I've held.
Upskilled on AI and applied it across my professional and personal ecosystem
As AI reshaped how commercial and marketing work actually gets done, I made a deliberate choice not to stay a spectator. Understanding AI strategically wasn't enough, I needed to know how to actually use it, the same way I'd expect any team I led to.
I completed AI upskilling through Coursera, then moved straight from learning to doing. I've used Claude and ChatGPT to build and iterate this website end to end, from initial concept through ongoing edits, to draft marketing storyboards and business cases, and to bring more structure and speed to collaborative workflows across my day-to-day tools.
The result is sitting in front of you, this entire site was built and refined through that process. Beyond the site, applying these tools has meaningfully cut the time it takes me to go from idea to finished output across planning, writing, and analysis work, the same efficiency mindset I've brought to every commercial role I've held.
