Jay Lindemann
Brand Manager, Cross-Category Brand / Emerging Markets Brand Marketing · Nike
Portland, OR
In My Own Words
I'm a senior global brand marketing leader with a career built around elevating global brands, accelerating revenue and driving operational excellence for leading consumer brands, most notably -- Nike.
Having lived in and led teams across APAC, Latin America and the U.S., I've gained broad perspective of consumers in multiple geographies, and experience across strategy, brand management, operations, creative leadership. I am also fluent in both English and Mandarin Chinese.
I enjoy leading people, developing diverse, cross-functional teams and leading complex initiatives across multiple countries and regions.
Work Experience
Strategic Brand Planning & Category Brand Manager, APAC
Nike2008 – Present
Strategic Brand Planning & Category Brand Manager, APAC
Consultant to the CMO
Timberland, a VF Company2020 – Present
Brought in to guide Timberland’s CMO in designing a strategic plan, infrastructure and processes for building an effective marketing organization. Provide direction on managing go-to-market and brand planning processes, meeting cadence and overall organizational effectiveness.
Brand Manager, Cross-Category Brand / Emerging Markets Brand Marketing
Nike2010 – Present
Brand Manager, Cross-Category Brand / Emerging Markets Brand Marketing
Studio Manager. Brand Design. Asia Pacific
Nike1 – Present
Studio Manager. Brand Design. Asia Pacific
Strategic Accounts Manager (Retail Brand), North America Brand Marketing
Nike2004 – Present
Strategic Accounts Manager (Retail Brand), North America Brand Marketing
Sr. Director Strategic Brand Planning & Operations, North America
Nike2016 – 2020
Tapped by the VP of Marketing for North America for this key leadership role, crafting Nike’s NA brand turnaround strategy following a historic low point in brand, business and consumer perception. Built a holistic, consumer-centric brand voice, including a new marketing model, digital offense and city focus. Oversaw a $720M demand creation budget and directed a high-performing, diverse team of seven direct reports and an overall team of 60+ in leading full-scale campaigns. ? Led a complete reorganization of a 60+ member brand strategy, planning and operations team. Outlined and executed on a new vision and brand strategy that switched from a vertical category to horizontal (seasonal) focus – a move that optimized an organization of 500+ to realize historic business results and consumer impact aligned with Nike corporate goals. ? Emerged as a powerful – and empowering – leader who tapped into team insights and expertise to help shape and power up a new brand North America marketing operating model that had global impact.
Director, Strategic Brand Planning - Global Brand Marketing
Nike2015 – 2016
Returned from Nike Greater China to WHQ to take on a global role, driving seasonal and non-seasonal integration (1-3-year plans) of brand strategies across the organization. Brought diverse experience to shape strategic and brand alignment. Created and introduced new tools and processes designed to build strong partnerships between brand marketing leaders across all geographies. Prioritized a consumer-first mindset within each geography that paved the way for deep partner engagement. ? Managed a major organizational transition as CMO leadership changed. Served as a key advisor and Chief of Staff, translating the CMO’s vision into a narrative that galvanized the global organization.
Director of Brand Planning & Operations, Greater China
Nike2011 – 2015
A key leader tasked with re-positioning Nike as a sports brand and inspire the next generation to see the value of sport. Oversaw operational aspects of marketing campaign development across mainland China, Taiwan and Hong Kong. Developed and managed an operational team of eight who focused on creative and retail. Promoted in 2012, gaining both strategic planning and operational accountabilities. Helped shape, drive and operationalize a bold strategic vision in the rapidly evolving China marketplace. Led a team of 12 in managing brand strategy, planning, operations, consumer and brand insights and demand creation planning.
Regional Brand Manager - Sportswear, Action Sports, Basketball, Cricket. Emerging Markets
Nike2009 – 2011
Shifted into a challenging new role with X-Category Brand following a corporate reorganization – a newly-formed Nike geography of emerging markets representing 56 countries, 200 language dialects and 2.8B people. Contributed to brand marketing planning across all key global brands and business categories, partnering with Sports Marketing teams to customize brand planning specific to each market. Leveraged culturally relevant athletes and sports moments to grow brand loyalty and revenue. ? Led development and execution of marketing strategies that elevated Nike’s brand presence at World Cup 2010 and Cricket World Cup, engaging athletes including Manny Pacquiao and Yuna Kim. ? Developed an evolved understanding of what marketing strategies work across a wide variety of geographies, mining consumer insights and forging powerful internal partnerships to deliver broad impact.
Brand Manager. Men's Training, Asia Pacific
Nike2007 – 2009
The primary brand leader for Training, Tennis and Baseball. Shaped and aligned global strategy and worked with individual city teams on plans to more effectively resonate with APAC consumers / markets. ? Rebuilt the Athletic Training category for APAC. Successfully spurred growth within the NikePro base-layer apparel business by generating new markets in China and Korea and demonstrating clear leadership in more established markets, including Japan, Australia and New Zealand. ? Developed the cross-category ’08 Beijing Olympics “Preparation” campaign across the APAC region, featuring athletes including LeBron James, Roger Federer, Liu Xiang, Manny Pacquiao and others. Owned and led the campaign from brief to creative development to integrated execution.
Manager of Strategic Brand Planning, Asia Pacific
Nike2006 – 2007
Led the architecting and managing the first-ever regional go-to-market “game plan” process that was adopted globally.
Studio Manager. Brand Design Creative Studio. Asia Pacific
Nike2005 – 2006
Drove all operational processes to ensure creative assets for marketing campaigns were developed, delivered and fully integrated on-time and on-budget.
Manager, Retail Marketing Strategic Accounts. North America
Nike2003 – 2005
Forged major partnerships with Macy’s and Nordstrom that led to the first-ever Nike Women’s Marathon in San Francisco, and additional brand opportunities at the 2004 Olympics.
National Marketing Manager
Quest Sports, Inc.1999 – 2002
Recruited to build out the marketing function for this Shanghai-based startup, including brand vision, positioning, identity, strategy, partnership marketing and go-to-market. Built Quest to become the largest sports retail company in China.
Event and Client Services Manager. ATP Heineken Open Shanghai
Ten Events Asia LTD2000 – 2001
Developed and managed multiple Brand partnerships.
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