GLOBAL VICE-PRESIDENT FOOTBALL CONCEPT TO CONSUMER, ADIDAS HQ
Céline Del Genes – a French Native - is the Global Vice-President of Concepts to Consumer for adidas football/ soccer business. In that capacity Céline is leading markets strategy and activities, driving them to excellence in planning and execution to achieve business objectives. Celine steers the commercial and brand success for adidas football/soccer globally. Her team drives the strategic framework for execution across product offer, distribution channels and across all markets worldwide.
Previously, Celine was – still with adidas – assigned to the Reebok Global HQ. Where she has lead the Business and Marketing Planning activities worldwide; developing the long-term market strategy and identification of key local initiatives. Céline has also been involved in developing the future of Reebok’s Training initiatives with the launch of the Sport of Fitness, further strengthening Reebok’s positioning as THE fitness and Training brand through Reebok partnership with CrossFit. She has played a critical role in driving markets into adopting the new Training positioning and driving the business opportunities worldwide. Prior Training Céline has been involved in relaunching Women’s Fitness Initiatives.
Prior to joining Reebok HQ, Céline was located in Hong-Kong were she held several roles for the adidas Group organization.
Céline worked directly with individual markets in Asia as Reebok Region Asia-Pacific Marketing director. In that role she has launched in Asia Pacific some of Reebok most innovative concepts Jukari Fit to Fly from the collaboration of Reebok and Cirque du Soleil as well as EasyTone, a unique footwear targeted at women.
Previously with the adidas brand Céline held the Brand Marketing director position in Asia Pacific, in this role, she directed all aspects of brand communications including advertising, media and consumer research. Through that role she had a strong commitment towards the Beijing 2008 Olympic Games. Under Céline’s leadership, adidas has been awarded Advertiser of the year at the 2008 adFest and received in 2008 the First Chinese Gold Lion in Cannes for the 2008 Beijing Olympics Campaign and won many more regional awards.
Along with her current job responsibilities at Reebok, Céline is an active member of the “Conseillers du Commerce Extérieur de la France” (French Foreign Trade Advisors) German chapter.
Céline believes in supporting individuals. With that desire to contribute she plays an active part in adidas mentoring circle; guiding some individual talents identified within the organization as well as some young talents outside the organization.
Driven by her desire to share her experience and grow young talents, Céline also serves as Speaker at the EDC Paris Group (School for Managers and Entrepreneurs) in the Sports Management School (SMS) Program.