Gabriel Margiota

Lead the adidas Football brand in Brazil, with full responsibility for positioning, communication strategy, and execution of integrated campaigns. • Lead 360° campaigns and proprietary platforms (Official Match World Cup Ball Launch (TRIONDA), Predator, F50, local clubs, Kings League, You Got This, and X1 Brasil), integrating media, digital, social, retail, and e-commerce. • Manage and analyze strategic brand KPIs (Brand Desire, Awareness, Purchase Intent), guiding investment decisions and performance optimization. • Coordinate content strategy and omnichannel activations, strengthening engagement, cultural relevance, and connection with Gen Z consumers. • Own budget management (MWB), priority setting, and leadership of paid media briefings and strategic partners. • Strengthened adidas’ leadership in the football market, driving brand equity and commercial impact.

• Responsible for strategic portfolio management and indirect P&L across men’s, women’s, kids’, and accessories categories, working cross-functionally with marketing, product, commercial, and supply chain teams. • Defined assortment, pricing, segmentation, and distribution strategies for retail, e-commerce, franchises, and wholesale. • Developed and executed go-to-market strategies tailored to the Brazilian market. • Managed inventory, markdowns, and sell-in/sell-out efficiency in partnership with the commercial team. • Led local product development projects, including Women Latin Fit, special graphic tees, and shorts. • Direct contribution to market share growth from 16% to 20%.

• Strategic role in developing sell-out–driven marketing plans focused on key accounts and partners. • Planned and executed commercial activations and co-branded campaigns with major accounts such as Netshoes, Paquetá, and Futfanatics. • Managed off-invoice budgets, pre-order analysis, and performance tracking by category (Football, Running, Training, and Originals). • Interface with VM, training, in-store communication, and trade marketing teams. • Active participation in pre-order cycles and strategic commercial negotiations.

•Responsible for operational support, data analysis, and performance governance of owned retail stores. • Developed executive reports and sales performance dashboards. • Daily monitoring of KPIs through the GROW system, including budget forecasts and sales curve analysis. • Managed operational processes in the RBO system, including headcount, discount control, and promotional materials.

•Responsible for creating performance reports and developing campaigns focused on retail. • Monitored sales, stock coverage, and analyzed best-selling products, supporting commercial and assortment decisions. • Developed campaigns for ARTEX stores, aligning commercial strategy and in-store communication. • Worked in constant collaboration with planning, market research, and product teams, ensuring integration and consistency across initiatives.

•Responsible for developing commercial proposals for new clients, managing onboarding processes, organizing and maintaining the sales pipeline, and allocating advertising space across Windows Live Messenger, Windows Live Hotmail, MSN, Skype, and Xbox products. • Ensured commercial organization, opportunity tracking, and maximized advertising inventory utilization, contributing to the achievement of revenue targets.

•Supported the preparation and monitoring of monthly management reports on product and organizational performance, contributing to results analysis and the identification of opportunities. • Assisted in the development of briefs and in tracking market research, ensuring alignment between strategy, consumer insights, and positioning. • Conducted weekly monitoring of key business developments, organizing and sharing strategic information with the team to support decision-making. • Also supported the realignment of the business unit’s sales force, contributing to the organization and implementation of structural changes.

• Responsible for reconciling contracted campaigns with what was actually delivered, ensuring billing accuracy and compliance with agreements. • Compiled data and updated spreadsheets with performance results, maintaining organization and control of information. • Also participated in special projects, such as the development of Media Kits and initiatives involving SharePoint, Compete, and the CPE Awards, contributing to process improvements and strengthening commercial deliverables.