Jim Copeland: Senior Global Product Marketing Manager
Jim Copeland
Senior Global Product Marketing Manager
United States
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Summary
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Work experience
adidas
Senior Global Product Marketing Manager | 06/2020 - Current
Leading the Global Product Creation team for adidas apparel (recruited internally), devising a consumer approach, meeting sales
objectives, and capitalizing on emerging opportunities; hitting or exceeding all KPIs and targets.
? Grew the Skateboarding Apparel business +120% YOY within 2 seasons.
? Calibrating detailed forecasts for each product to predict sales, product profitability, distribution, and account availability.
? Collaborated with category managers to collect on-the-ground and real-time insights to develop trend forecasting techniques
and strategies to improve product promotion, uncovering what's working and what needs to be optimized.
? Partnered with development teams to implement a sustainability plan of 90% recyclable materials, previously at <40% eco-
friendly.
adidas
Category Director | 01/2017 - 06/2020
Promoted to manage a cross-functional teams, including merchandising, brand marketing, and retail activation for the adidas
"Action Sports" Category.
? Developed and assorted product collections across footwear, apparel, and accessories to ensure each account was supplied to hit individual targets while also growing the business.
? Evaluated and advised 6 direct reports on performance in relation to company values and personal goals and ambitions.
? Championed and executed a long-term strategic business plan (SBP), including a detailed perspective on sales, marketing,
activation, resources, and budget.
? Presented and implemented sales and marketing plans internally and externally, speaking to small teams and 500+ attendees.
? Served as a key liaison to all Senior Global functions and Executive Leadership Team, also partnered with GMs, VPs, and senior
leaders across sales, brand, media, and agency partners.
adidas
Go-To-Market, Senior Manager, North America | 12/2013 - 01/2016
Recruited to execute the seasonal marketing, merchandising strategy, and SKU efficiencies, hitting sales, profit, and brand
objectives; partnering with marketing teams, considering all commercial channels, and identifying product requirements.
? Researched industry trends and integrated new sales strategies to drive campaign performance, including the usage of digital
marketing platforms, email blasts, catalog placement, and selective grassroots events.
? Built valuable relationships to achieve operational targets by communicating proactively with industry partners.
? Reported qualitative and quantitative analysis regularly, providing data-driven insights to senior leadership.
ZAPPOS
Senior Buyer, Buyer, Merchandising Coordinator | 06/2004 - 12/2013
Managed a diverse product portfolio with annual sales revenue exceeding $60M, purchasing footwear, apparel and accessories
for one of the largest online retailers in the country at the time.
? Drove over 200% growth in 5 years within the domestic marketplace; the company started with 2 brands in the action sports
space and grew the category to 100+ brands.
? Negotiated favorable contracts, terms, dating, discounts, and pricing to determine the lowest cost with quality and reliability.
? Developed pricing and promotional strategies to achieve KPIs, including exit strategies for slow-moving products.
Education history
California State University
Bachelor of Arts
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