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Joscha Harms

Brand Marketeer & Retail Experience Expert

I am a senior marketing professional with over 18 years of experience in the sporting goods industry, having worked with globally recognized brands such as Nike, Puma, and Scott Sports.

As a people-first leader, I am passionate about driving retail marketing strategies across all consumer touchpoints, including omnichannel traffic generation, retail branding, visual merchandising, events and experiences, retail tech, and store services. I also collaborate closely with commercial functions such as merchandising, planning, and retail operations.

With an open-minded approach, I thrive in multicultural environments. Throughout my career, I’ve lived in several European capitals and speak four languages, which has enriched my ability to connect and work with diverse teams.

+49(0)16095951577
joschaharms@gmx.de
LinkedIn

Projects I worked on

Tradeshows & B2B

Outdoor & Ispo

From 2012 – 2014, I lead the planning & execution of brand and product appearance for all Softgoods & Equipment lines on the ISPO and Outdoor tradeshows for Scott Sports SA in Germany.

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Retail Marketing & Storytelling

Fast as F%ck Campaign

This campaign launched Nike’s fastest running ever running shoes: the Nike Zoom Vaporfly 4% Flyknit, in which Eliud Kipchoge won the Berlin marathon, setting a new world record.

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Brand Management & Team Management

House of Innovation Opening

Starting in December 2019 I lead a team of 31 senior marketing experts in planning and executing the opening and operating model of NIKE’s most innovative and biggest flagship store worldwide. The NIKE House of Innovation opened in July 2020 in Paris on Avenue des Champs Élysées.

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Retail Experiences & Activations

Nike Refresh

In Spring 2024, I lead NIKE in becoming the first industry partner globally to provide a machine-automated shoe cleaning service in the Nike flagship store in Berlin.

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Retail Store Services & Tech Capabilities

Nike Size

In 2023, NIKE started a project to reduce the number of returns in stores and online by providing shoe size recommendation tools to ensure their customers receive the right size & model.

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Professional Working Experience

03/2023 - 09/2024
NIKE INC, EHQ Netherlands
Store Services & Experience Director, EMEA
  • Development of a new x-functional operating model for service & experience implementation and roll-out in the EMEA Nike stores (Center of Excellence)
  • Development of new services and consumer experiences in stores and tiering strategy towards concept
  • Creation of reseller action plan for the stores to design a consistent, fair and safe set of policies, tools and processes that mitigate reseller pressure on stores.
  • Lead of the x-functional store services team to develop (Technical Product Services, LP & Store Operations), design (Brand Creative services team) and execute (Consumer Direct Marketing Services team) consumer relevant services in the fleet of the Nike stores (owned & franchise).
Achievements: Launch of Nike Refresh in Berlin / Launch of Nike Size in Hilversum & London / Member Product Pilot in London / Launch of Nike App at retail in EMEA NVS / Lead a team of 1 report and 3 dotted line reports / Highly successful annual performance
01/2020 - 03/2023
NIKE INC., North HQ Paris
Brand Director Nike House of Innovation Paris, North
  • Successfully plan and execute a omnichannel marketing strategy for the opening of House of Innovation Paris (2020)
  • Create clear roles and responsibilities as well as ways of working within the team to implement a strong seasonal marketing plan
  • Lead, coach, drive and inspire a x-functional team of 31 people and 6 direct reports across Brand Planning, Store Marketing, Membership & Services, Events & Activations, Product & Launch, VM&S as well as Retail Brand
  • Plan and execute innovative retail marketing storytelling across all floors of the store connecting online to offline (O2O) in the Nike consumer journeys
  • Drive audience targeted traffic for consumer activations through influencer & sportsmarketing integration and media (social, paid, OOH)
Achievements: Successful opening of HOI Paris / HOI 1st year Anniversary marketing plan / Multi million USD budget management / Lead a team of 31 reports / Successful expansion of 3rd floor / Highly successful annual performance
10/2017 – 12/2019
NIKE INC., Central HQ Berlin
Brand Manager Nike Direct Stores Central, EMEA
  • Create and drive the Nike Direct Stores strategy in Central territory across the fleet of inline owned and franchise stores (50 stores, 9 countries)
  • Create consumer experiences on local and city relevant consumer insights
  • Plan and execute seasonal storytelling across the full fleet of 50 stores, obsessing Nike Berlinas the most important beacon door
  • Create omnichannel marketing plans for Nike Berlin in close alignment with digital team and brand categories
  • Drive traffic and consumer activations through influencer & sportsmarketing integration with the help of media buy
Achievements: Roll-out of new agency model / Opening and refit of 21 stores / Operating across 9 countries and languages / EMEA Nike Maxim Award for Berlin Marathon execution 2018, Central Nike Maxim Award for Berlin Marathon execution 2019 / Lead a team of 7 reports / Multi million USD budget management / Highly successful annual performance
04/2016 – 09/2017
NIKE INC., AGS HQ Frankfurt
Retail Brand Manager Running & Digital AGS
  • Territory Retail Brand Lead for running innovations and 365 storytelling in DTC, Nikes specialty running accounts, department stores as well as global accounts such as Intersport and Runners Point
  • Creation of premium marketplaces through innovative, impactful and inspiring executions at retail to maximize product innovations & city sports moments
  • Maintain close collaboration with the account partners as well as internal stakeholders to effectively work across the organization
Achievements: Launch of Apple Watch Nike+ and NRC / Biggest Retail Brand execution in Central with 500+ stores for Nike Free RN Flyknit 2.0 / Launch of 20 wholesale marketplace elevation projects / Lead a team of 3 reports / Multi million USD budget management / Highly successful annual performance
02/2015 – 03/2016
NIKE INC., AGS HQ Frankfurt
Retail Brand Planner AGS
  • Territory Retail Brand Strategic Account Planning (Runners Point, Sidestep, Snipes, Karstadt, Kaufhof, Sportarena)
  • Seasonal account management in close alignment with Retail Brand category leads to maximize sportmoments and create premium consumer retail experiences
  • Retail Brand Manager Basketball / Jordan / Young Athletes, responsible for seasonal storytelling and elevation of category strategy in the DACH retail region
Achievements: Opening of 2 Runners Point Lighthouses in Cologne & Vienna / Multi million USD budget management as territory lead for AGS / Successful annual performance
07/2013 - 12/2014
SCOTT Sports SA, WHQ Fribourg/CH
Global Softgoods & Running Marketing Manager
07/2012 – 06/2013
SCOTT Sports SA, WHQ Fribourg/CH
Global Running Marketing Coordinator
10/2009 - 06/2012
PUMA AG / PUMA SE, WHQ Herzogenaurach
Freelancer as Senior Product Trainer
07/2009 - 12/2009
PUMA Int., HQ London
Internship Blackstation Trademarketing
07/2008 - 03/2009
PUMA AG, WHQ Herzogenaurach
Internship Running, Sailing, Golf Sportsmarketing
11/2006 - 06/2008
PUMA Retail B.V., WHQ Herzogenaurach
Sales Assistant Concept Store Cologne

Degree

10/2006 - 03/2012
German Sport University Cologne
Sports Economy and Sports

Management (Diploma)Publication of final diploma thesis about running shoes as scientific literature “Reproducibility of Kinetics and Kinematics During Running: Comparison of Various Foot/Shoe-Ground Interfaces“

10/2006 – 03/2012
Completion of the first degree of Sports teaching profession for high schools and general schools

07/2008 - 01/2011
Additional degree “European Sports Studies“ at the Institute of European Sport Development and Leisure Studies

07/2008 - 09/2010
Additional degree “Sports- and environmental Management“ at the Institute of Outdoor Sports and Environmental Science

10/2006 - 03/2008
Additional qualification in Sports Massage, Trainer licences: Indoor Volleyball & Beachvolleyball, Nordic Walking and XCO, Trampoline & Referee license

Personal Skills

Languages
  • German (C2)
  • English (C1)
  • French (B2)
  • Dutch (A2)
IT-knowledge and competencies
  • MS Outlook
  • MS Office (Excel, Word, Powerpoint)
  • Apple Mac (Mail, Keynote)
  • Asana / Airtable
  • Retail Pro, Ware Cat, WP Dress, SAP
  • Hybris, Celum, Mailchimp