Nicole Adriance

Head of Brand and Marketing @ Samsonite

About

At Samsonite, my role as Head of Brand Marketing involves steering North America’s brand and product strategy with an emphasis on insights, creative production, activation and retail execution that resonates with target audiences across a diverse portfolio of brands. With a solid foundation in strategic planning, my journey has been marked by crafting award-winning campaigns and spearheading market activations that bolster brand presence and profitability. Prior to my current endeavor, my tenure as Brand Activation Director at Reebok was instrumental in shaping campaign strategy and planning. There, I honed my expertise in digital marketing and forged strong agency relationships, leading a large team that excelled in cross-functional execution. The skills acquired through these experiences are the cornerstones of my mission to enhance brand relevance and orchestrate marketing transformations that deliver tangible success. 20 years Experience. Specialties: Strategic Planning, Consumer Insights, Cultural Insights, Brand Strategy, Campaign Strategy, Campaign Development, Content Development, Agency Management, Digital Marketing, Measurement, Analytics and Reporting, Brand Communications, Integrated Marketing Strategy, GTM Execution, Budget Management, Digital Marketing, Paid Media, Influencer Marketing, PR, Brand Engagement, Brand Activation, Storytelling, People-First Leadership, Cross Functional Team Leadership, Talent Development, Coaching & Mentoring, Succession Planning, Entrepreneurial Spirit, Change Agent

Country

United States

City

Greater Boston

Industry

Consumer Goods

Skill

Qualitative & Quantitative Research Methodologies, Global Strategy, Quantitative Analytics, Creative Campaign Development, Media Strategy, Creative Services, Experiential Marketing, Creative Problem Solving, International Marketing, Launches, Regional Marketing, Presentations, Marketing Mix Modeling, Marketing Campaigns, Managing Large Budgets, Customer Engagement, Sales and Marketing, Marketing Activation, Creative Agencies, Brand Strategy

Experience

Head of Brand and Marketing

Samsonite

2024-11 - Present · 1 yr 11 mos

Boston, Massachusetts, United States

Lead Brand and Marketing for Samsonite, American Tourister, Hartmann, High Sierra and Lipault North America inclusive of Brand Strategy, Creative, Activation, Performance and Trade Marketing.

Head of Brand Marketing - North America (Samsonite, American Tourister, Hartmann, High Sierra)

Samsonite

2022-3 - 2024-12 · 2 yrs 10 mos

Oversee Insights, Brand and Product Strategy, Brand Architecture and Positioning, Business Planning, Creative Strategy, Production, GTM Planning, Digital Strategy, Marketing Campaigns, Activation (Paid Media, Influencer, Partnerships, PR, Retail) and Measurement for Samsonite North America across the Samsonite portfolio of brands: Samsonite, American Tourister, Hartmann and High Sierra. As an executive, I lead and inspire highly motivated cross-functional teams to connect our brands and products to new audiences and drive growth for the business.

Director, Brand and Digital Activation, Integrated Marketing (Paid Media, Influencer, PR & Events)

Reebok

2018-2 - 2022-3 · 4 yrs 2 mos

Marketing Planning, GTM Campaign Development / Execution, Digital Marketing: Paid Media / Agency Relationship, Paid Influencer / Agency Relationships, Activation and Events / Agency Relationships, PR, Team of Ten, Cross Functional Leadership, Managing Large Budgets, Marketing Mix Modeling, Creative Agencies, Presentations