André de Sá Filipe

Leading the overall global digital marketing strategy within the Football Business Unit.

adidas Football global campaigns activation across digital channels (.com, app, CRM). - Led global digital activation of key adidas Football campaigns, from concept to launch, ensuring a seamless consumer journey. - Acted as the bridge between global brand and market execution, enabling consistent storytelling at scale, and localization where needed. - Drove collaboration with creative agencies and internal teams to deliver best-in-class digital experiences.

Global planning of digital experiences, consumer journeys, and content across multiple categories. - Defined global content plans and user journeys across adidas digital touchpoints (.com, app, CRM, social, paid). - Contributed to creative briefing and concept development, providing strategic input and on-set feedback from a digital-first perspective. - Ensured delivery of high-quality global toolkits, enabling markets to execute efficiently and effectively.

Main focus on the German market, covering 2. Bundesliga, 3. Liga and U19 competitions. Live match observation, video scouting, player evaluation and reporting.

Integrated media planning and end-to-end marketing project management across a multi-brand portfolio. - Planned and executed marketing communication strategies for 21+ brands (Matrizauto, SIXT Portugal, Carby, Hendo, among others) across automotive retail and services. - Led offline and online media planning (TV, radio, press, OOH), collaborating with top national media partners. - Managed campaigns end-to-end, coordinating creative, digital, media, and events teams. - Negotiated and managed sponsorships and influencer partnerships, increasing brand visibility and engagement. - Acted as a central stakeholder manager, ensuring alignment across departments.

Reporting directly to the Marketing Communications Director, I drove after-sales service sales and translated customer insights into actionable inputs for marketing processes and internal platforms, strengthening consumer engagement and satisfaction.

Outbound cold sales calls - a challenging but incredibly valuable and lifelong skill.

Started working at 17 - proving that sometimes, the best career path is less of a straight line and more of a zig-zag with some great stories along the way.

Thesis: Internationalization of the FC Porto Brand in Colombia