Alex Melekhin

I am responsible for leading and managing the Adidas Global Centralized Content Adaptation Model (CAM) across diverse teams in 9 countries. My role involves driving strategic alignment and overseeing the efficient localization of product and brand content for various Adidas channels in over 70 countries, including E-commerce, Retail, WHS, paid media, and PR. • Streamlined global campaign adaptation, cutting agency use from 270+ to a few key partners. • Developed frameworks that enhanced collaboration, reducing content delivery time by 18%. • Managed 8-digit budget, saved up to 20% of assigned MWB through strategic negotiations. • Implemented TECH & AI solutions to optimize costs, briefing processes, and campaign delivery. Reduced CPA by 24% • I led the planning and development of product and brand campaign insights DATA reporting frameworks to utilize analytics for global marketing strategic decision-making.

Led the LAM regional omnichannel Wholesale & WHS.COM marketing strategy, overseeing Global, Regional, and Local key account activation across Latin America. Managed a team across 7 locations, driving adidas' vision and strategy. Defined and executed the Go-to-Market (GTM) strategy for Wholesale and WHS.COM activations across LATAM, aligning brand, commercial, and category teams to ensure consistency and impact across markets. • Developed and rolled out tailored brand and product campaigns across 32 key accounts, driving visibility across physical and digital retail, improving brand presence, and increasing campaign ROI. • Delivered +18% YoY sales uplift by aligning regional and local teams and unifying omnichannel marketing and in-store execution strategies. • Built the Digital Account Marketing function from the ground up, generating +11% YTD growth on WHS.COM across 17 key accounts through data-driven planning and scalable execution. • Increased conversion rate by +35% and time spent on PDPs by +27% through the implementation of premium content and the Model-ESIS strategy across partner sites. • Boosted adidas’ share of voice on wholesale client social platforms by +40%, using tailored content and always-on activation strategies. • Partnered with category BUs and Sales to drive +28% seasonal net sales growth, optimizing sell-in/sell-out plans and ensuring product-story consistency across channels. • Transformed the Shop-in-Shop (SIS) consumer journey, increasing in-store engagement and experience metrics by +38% through retail design, storytelling, and activation excellence. • Built, unified, and upskilled regional and local Trade Marketing teams across 7 countries, fostering capability development and enabling consistent execution across markets. • Delivered global and regional SLAs and best practices, generating up to +40% sell-out growth in top-performing doors through retail readiness, visibility standards, and campaign excellence.

Built and led the LAM regional and local VM teams, overseeing 2500+ POS Partnered with Sales, Marketing, and local teams across 7 local offices to align product presentation with global brand strategy. Maximized Sell-out for DTC and WHS channels by integrating VM into Brand and Sales E2E strategy and execution across Latin America, from Mexico to Argentina. Defined and executed a long-term Visual Merchandising (VM) strategy aligned with brand, commercial, and consumer engagement goals — boosting UPT, conversion, and Net Sales across the region. • Positioned VM as a strategic growth driver, increasing field visit frequency by ~30%, reducing regional marketing costs by 12%, and accelerating store planning and openings by 20%. • Built and led high-performing regional and local VM teams across 7 markets, driving execution of global/regional best practices that led to up to +45% sell-out growth in top POS. • Developed permanent and seasonal VM concepts, storytelling frameworks, and planogram strategies, elevating the brand experience and strengthening commercial storytelling. Rolled out a VM e-learning platform to 4,000+ retail employees, enhancing execution quality, consistency, and team capability across all markets. • Delivered Launch 360° VM toolkits for all major activations, ensuring timely campaign deployment and brand consistency across 33 countries. Managed end-to-end VM project workflows, increasing team efficiency and guaranteeing on-time, high-quality campaign execution. Partnered cross-functionally with Store Development, Global/Local Marketing, Merchandising, Sales, and Retail teams to ensure a consistent in-store experience and commercial effectiveness. • Led competitive benchmarking and trend analysis, continuously evolving the regional VM approach to ensure local relevance and innovation. Maintained strong alignment across countries through regular coordination with market VM leads and merchandising teams, enabling smooth execution and knowledge sharing.

Introduced global VM tools on the market SLAM. Developed the process to control and observe of VM implementation on the market SLAM for over 200 OR and 150 FR shops; Created the system of monthly VM communication to control launch of a key product and provide visual merchandising support. Rolled-out of the VM education program “New comer” and training for 478 VM persons across the market. Resulted in bringing of the OR/FR stores to the similar look and feel and better consumer experience. Rolled-out of the Model store across all concepts (BCS, OCS, RCS, FO) for both OR and FR channels Developed monthly initiatives for key product presentation on shop floor; Resulted in 12% sale increase within bestsellers.

• Optimized of visual merchandising of the adidas brands in all retail channels. (over 600 OR stores in CIS (Russia, Ukraine, Kazakhstan); • Developed the system of monthly launch of a key product and visual merchandising support • Introduced tools for control of best-selling articles, which helped to increase NS results in CIS. • Created the photo-reporting digital system for VM CIS • Developed planograms and trained product and merchandising teams on VM principles, which allowed increased purchasing (up to 78% on some products) and correct allocation of the products. • Implemented projects to calculate capacity and saturation with mannequins of all shops in the network. • Introduced and improved the tool to control the share of space of profitable collections.

• Brought the stores under my lead to top 10 of the World sales ranking of Zara shops. • Introduced a clear structure of shop and employee operation structure • Implemented measures to reduce theft level in shops.