Jordan Brand - Shattered Expectations
The Shattered Expectations campaign was a season-defining activation for Nike across the EMEA region, designed to challenge convention and reset expectations around performance storytelling and product innovation. The programme brought together global launches, cultural moments, and locally executed experiences to drive brand heat and consumer engagement across key markets. Through its scale and ambition, the campaign strengthened Nike’s presence across EMEA and delivered strong resonance across both digital and physical touchpoints.
From a marketing operations standpoint, I supported the end-to-end operational delivery of the campaign across EMEA, ensuring global assets were delivered on time, correctly localised, and packaged with clear guidance to enable confident market activation. I worked closely with global creative, brand, and strategy teams to align timelines, assets, and execution standards, helping local teams bring the campaign to life efficiently and consistently.
A key moment within the programme was the delivery of a high-impact drone show activation. From initial idea to live execution, this was delivered within a three-week window. I supported the sourcing, onboarding, and management of a specialist drone agency, guiding the brand team through an accelerated procurement process while ensuring alignment with internal governance, legal, and safety requirements. Working cross-functionally with brand, procurement, legal, and production partners, I helped define scopes, timelines, and deliverables at pace, enabling rapid progression from concept to production and final execution.
Alongside this, I supported on-the-ground delivery by coordinating resources, timelines, and stakeholder alignment across markets, troubleshooting execution challenges, and ensuring operational readiness throughout the campaign lifecycle. I also partnered closely with procurement to guide brand managers through contracting and budget processes, helping ensure external partners were set up to deliver effectively and compliantly.
Following key campaign moments, we ran structured retrospectives to capture learnings, identify operational improvements, and refine workflows for future seasonal initiatives. These insights directly informed updates to delivery playbooks and helped improve speed, clarity, and collaboration across subsequent EMEA programmes.
