Paul Murphy: Communications Director in Portland, OR

Maximized PR opportunities and harnessed the power of earned media for best in class results. Led the ideation and implementation of holistic PR and marketing campaigns that landed brand & product stories with impact across editorial and social media platforms. • Brand & Product Storytelling – Successfully drove integrated, cross-functional PR and marketing strategies to achieved brand / business unit (BU) objectives. Led some of the most successful PR campaigns in the history of adidas' U.S. Sports and Basketball business units, including the first sustainable field made from 1,8M water bottles for Super Bowl LIV that generated 400+ pieces of online coverage, 1.1B in readership reach and won share of voice over competitors, 2020 NBA All-Star ‘World’s Best Career Day’ with 300+ pieces of coverage, adidas x BAPE collaboration for Super Bowl LIII, UltraBOOST & YEEZY cleats, signature shoe launches for NBA All-Stars James Harden, Damian Lillard and Donovan Mitchell, the first celebratory adidas SPEEDFACTORY shoes for the NHL Stanley Cup winners and $1M NFL Combine contest. Created PR firsts for the BU and league partners, including both cross-category and real-time PR/Social campaigns for the MLB, NFL, adidas Running and Training. • Digital Innovation – Pushed boundaries and explored new, innovative and digitally-led PR and social media practices to generate quality, on-brand storytelling across news, sport, lifestyle, sneaker and fashion media outlets. Partnered with the analytics team to transform the way PR campaigns were measured through Trendkite, Cision and MVPindex. • Hybrid Marketing – Influenced and upskilled teams across the matrix on the value of earned media planning for a hybrid of integrated marketing programs that elevated adidas' global leadership position as the brand that fuses sports & culture with media, athlete and entertainer brand partners, influencers and consumers. • Newsroom – Provided thought-leadership, strategic counsel and collaborated with Social Media Managers and the PR team for KPI driven initiatives, product launches and proactive and reactive opportunities. Managed junior staff and led their career development; supervised agency partners and vendors.

Led a three-person team and PR agency in elevating New Era’s global leadership position in sports and culture with consumers, media & influencers and brand partners through a hybrid of global PR & integrated marketing plans. Won the company's 2013 “Rookie of the Year” award. • Storytelling / Brand & Product Publicity – Managed successful brand & product publicity campaigns, delivered and deployed annually and seasonally, in support of New Era’s business cycle, product launches and other strategic marketing initiatives. Developed brand & product concepts maps, along with an overarching storytelling editorial calendar. • Integrated Marketing – Partnered with brand, retail & digital teams for the ideation, development, and implementation of fully-integrated PR, marketing, & social campaigns. Led the communications approach for short & long-term PR-based marketing strategies, which leveraged New Era’s heritage, on-field authenticity & cultural relevance in order to elevate the brand’s exposure, positioning & growth. Key products include the 2014 59FIFTY with Diamond Era Technology, the New Era Heritage Series, etc. • PR / Marketing / Retail Events – Developed & executed strategic engagement plans for PR-driven & consumer-facing events in order to generate brand awareness, loyalty & purchase intent. Examples include a celebrity & athlete infused Super Bowl XLVIII ice cream truck activation that generated 1.2B Impressions & $13M in ad-value with a $250K budget, a Mariano Rivera street naming & limited edition cap event resulting in $10.5K in single day sales for the NYC Flagship store, 700M Impressions & $11.2M in Ad-value and 300 new Facebook followers in just 5 hours, etc. • Brand Communications – Developed and executed strategies to inform employees, promote company pride, increase the company’s visibility and enhance its internal and external reputation, community relations and recruiting efforts.

Promoted from Account Manager to Regional Marketing Specialist within one year. Helped drive the introduction and launch of Nike Golf clubs and Nike Golf balls into an over-saturated golf equipment market. Implemented innovative processes in order to enhance account profitability, growth, and brand loyalty. Organized and executed marketing events and promotions including: corporate initiatives; product launches; retailer programs; producing, evaluating and organizing marketing research and events. • Event Marketing – Developed and executed cost effective regional marketing events that leveraged regional insight, communication strategies/concepts, elevated products and grew brand recognition. Managed regional marketing tools, including: retailer resources website and calendars, product and imagery inventory and usage, that focused on driving sell-through. • Account Management / Sales Rep Management – Managed and consulted complex accounts for specified specialty retailers by building strong relationships and adapting to the account’s specific business needs while maintaining Nike’s interests. Generated sales and managed sales orders by partnering with high-profile sales reps and key accounts. Maintained positive relationships with the intention of growing the business for specific high-profile accounts, sales reps and the overall brand.