Edward Abel, MBA

Own and execute the assortment planning, GTM, and sell-in process for adidas North America’s priority wholesale account portfolio. • Reinvigorated performance across multiple retail channels—grew Lifestyle invoice sales by high double-digits and reversed Sporting Goods and Volume banners from negative growth and significant inventory overages to achieving single-digit gains within 12 months (FY25 vs FY26). • Led the Marketplace Maximization project, unlocking $173M in incremental net sales by aligning cross-category strategies and optimizing supply chain levers to address gaps to plan. • Influenced global product creation by integrating account and regional consumer insights, marketplace dynamics, and customer feedback into integrated business plans with accounts and internal seasonal and long-range planning.

Partnered with corporate, startup, and agency clients to develop product, merchandising, branding, and commercialization strategies that accelerated growth and improved organizational performance. • Increased omnichannel sales by 51% for a multi-million-dollar eco-friendly apparel brand, driving 58% growth in wholesale bookings and 42% growth in Shopify eCommerce revenue • Developed a comprehensive Brand Strategy for a sustainable materials supplier, enabling a successful Series A fundraising round and establishing a scalable marketing roadmap. • Led creative direction for an emerging beverage company—including branding, packaging, and marketing copy—to expand Amazon net sales from $80K to $250K (+68%) within 12 months.

Drove efficiency and productivity across a multi-billion dollar apparel portfolio, establishing KPIs, issuing targets to manage SKU count, and introducing a range architecture to increase margins, and boost productivity while maintaining healthy revenue growth potential.

Developed consumer-led assortment plans for FTW/APP/ACC and all genders across all categories supporting the launch of the new House of Innovation flagship store concept.

Leveraged consumer insights, regional and industry trends, and competitor analysis to inform product, assortment, and planning strategies to bring the category and brand vision to life at all omnichannel touchpoints around the globe.

Developed and executed seasonal merchandising and GTM strategies to reignite the Nike Basketball apparel business and recapture market share within the NA geography.

Collaborated with my Product Management, Development, and Design team to create a Global product line that met the needs of the North American consumer and our retail partners while also driving growth across an emerging global marketplace.