Tom Heise

Key Account Director – adidas Runners Global

• Lead and manage the Global adidas Runners Community, overseeing a diverse team of 25+ professionals across Brand Strategy, Community Operations, Market Representatives, Campaign Development, Community Activations, Digital Communications, and Business Intelligence.
• Strategically position the adidas Runners Community by defining its core values, brand mission, and narratives to foster deep community affiliation and loyalty.
• Develop an agile execution framework to drive sustainable growth, foster deep community engagement, and ensure seamless scalability across 78+ cities.
• Spearhead the integration of the adidas Runners Community into key brand marketing campaigns, enhancing engagement and alignment across multiple regions.
• Oversee a team of BI and digital experts to adapt strategies based on data-driven insights and evolving market trends.
• Lead annual account budget and team planning, ensuring adaptability and efficiency in a high-paced environment.
• Facilitate regular mentoring sessions and skill development for team members.

• Led communications strategy, PR, media campaigning, and email marketing for trade fair events, ensuring cohesive messaging and audience engagement
• Established key partnerships and expanded the brand's reach through strategic networking within the fashion and lifestyle sectors
• Shaped the marketing strategy for a new digital marketplace startup within Panorama Fashion Fair in close alignment with C-Level management (CEO, CTO, CSO)

• Drove new business development and strategic planning across multiple agency sectors.
• Led strategic proposals for brand partnerships and collaborations, enhancing brand positioning in competitive markets

• Key Account Director, Diageo Reserve Portfolio
• Led community and influencer marketing for Diageo Reserve Portfolio, creating experiential marketing and PR initiatives to drive brand engagement in Germany and Austria
• Managed Diageo's full portfolio, focusing on trade PR and key-partnership development
• Operational steering and team development of the agency's tourism unit (e.g. South Tyrol, West Sweden, New Zealand, Hyatt Group, Maldives resorts)

• Led Global Trend Marketing for adidas, driving culture and influencer marketing, brand collaborations, and innovative retail concepts.
• Developed and executed high-impact global brand experiences and retail activation strategies, ensuring the authentic connection of the brand with global and local cultural trailblazers.
• Strategized, launched and managed adidas Icon Stores No74 Berlin and No42 Paris, overseeing store concepts, business planning, communications, and operations for eight years.

• Planned and executed PR and marketing efforts for brands like Ben Sherman (2012) and Masterfoods (2004), ensuring effective brand positioning and brand/campaign awareness in Germany.