Carla Salvador

FANATICS is an American company, a global leader in digital sports commerce, serving millions of fans in over 180 countries and operating the world's largest sports licensing network. Driving regional growth strategy across Latin America, reporting directly to the LATAM Vice-President. Leading ecosystem development, distribution expansion, and market acceleration initiatives to scale revenue and brand presence.

Led strategic expansion of wholesale and digital channels, reporting to General Manager and managing 60+ team members. ▪ Delivered +10% CAGR in revenue and +3pp market share via ecosystem redesign and long-term strategic partnerships. ▪ Spearheaded digital transformation via a 5-platform marketplace and hybrid business model (1P/3P), driving +41% CAGR in digital sales. ▪ Created strategic alliances with Mercado Livre, Magalu, Decathlon, and World Tennis, contributing to +14% growth over two years. ▪ Scaled regional accounts (+12% YoY) by redefining distribution criteria and elevating service standards. ▪ Directed sales transformation, streamlining operations and instilling a growth mindset. Developed tools for sell-out and inventory optimization. ▪ Elevated brand visibility and retail footprint (25–30%), boosting sell-out by +20%. ▪ Aligned teams to ambitious targets and fostered a high-performance culture.

Led strategic growth for key accounts and marketplace platforms, developing new business strategies and expanding brand presence across sales channels. Reported to the Senior Sales Director, managing a team of 20+. ▪ Proven track record of transforming businesses and building strategic partnerships. Key accounts grew to 50% of wholesale share, boosting sell-out and market share. ▪ Led JBPs and omnichannel initiatives, redefining segmentation and brand space, driving +20% sell-out. ▪ Established a dedicated structure to amplify digital impact through retail media and data tools; digital sales reached 10% of total business. ▪ Implemented cross-border e-commerce for adidas’ Central American hub. ▪ Cultivated strong partnerships across all levels, accelerating regional growth.

Architecture and driving the execution of a winning Regional Accounts Strategy, leveraging the unique strengths of each sub-channel within the marketplace ecosystem. Reporting to the Senior Sales Director and managing a team of 14. ▪ Increase adidas' regional accounts market share by 4pp through sustainable growth strategies, elevating brand visibility at regional level. ▪ Boosted self-service accounts orders by 21% via revamped service levels. ▪ Launched Brazil and Latin America’s first e-marketplace, driving online revenue growth. ▪ Digitally transformed Go-to-Market operations, enhancing engagement with clients and cutting bottlenecks by 80% using AI.

Led adidas and Reebok eCommerce in Brazil by defining the channel business and operational model. Reporting to the Senior Direct to Consumer Director and managing a team of 6. ▪ Turned around adidas eCommerce, doubling revenue and quadrupling channel contribution; grew share of total revenue by 60%, reaching 13% of LATAM business. ▪ Streamlined operations: +26% shipping revenue, −19% delivery costs, +28% full-price sales. ▪ Launched Reebok’s eCommerce, contributing 30% to the business in its first year. ▪ Managed customer service operations, optimizing costs by 35% through chatbot automation. ▪ Boosted retention through improved UX, loyalty programs, personalization, and CRM strategy.

Led adidas e-commerce across LAM (Brazil, Argentina, Peru, Mexico, Chile, and Colombia) through business channel strategy, product range definition, brand activation, and digital experience optimization. Reporting to the Sr E-commerce Director and managing a team of 18. ▪ Launched and scaled eCommerce in six countries; net sales grew 26%, making LAM the 3rd largest global market. ▪ Defined strategy and merchandising to boost product availability and full-price sales. ▪ Delivered a premium digital shopping experience across all regional sites.

Responsible for driving the category market leadership by exceeding consumer expectations, maximizing profitability, and amplifying brand awareness. * Lead the development and execution of the Business Unit’s Strategic Business Plan, setting clear short- and long-term goals, financial targets, and go-to-market strategies. * adidas as market leader in apparel performance and kids' footwear. * Business Unit revenue increase of 28% and profitability jump of 34% through a strategic local product focus (creation to sourcing).

Spearheaded the growth of the apparel and accessories division across all sports categories, successfully shifting company mindset to embrace this new business segment beyond footwear. * Introduced the lifestyle product division in Brazil: Originals Category. * Led the negotiations with local Football Clubs on uniform approvals, a key driver of sales in the Brazilian market. * Adidas as brand leader in Brazil’s apparel performance market (2005 to 2013). * Apparel and accessories division's share of business increased from 15% in 2002 to over 55% by 2005 (350% growth).

Responsible for building and implementing a Strategic Marketing Plan to drive growth in the apparel and accessories business. * Developed and executed launch strategies for new products, including promotion, distribution, and pricing. * Established key partnerships with customers, co-creating branded products and collaborating with local clubs. * Managed the entire product range architecture process, ensuring optimal product mix and market fit. Spearheaded the development and launch of new national and imported products. * Conducted in-depth market and competitor analysis through national and international surveys and industry events. * Collaborated closely with commercial and planning teams to align product offerings with market demand and operational capabilities. * Negotiated and onboarded new international suppliers to optimize the supply chain.