Peter Apple *** N. Rossmore Ave. #****

Los Angeles, CA 90004

310-***-****

abl2wk@r.postjobfree.com

EXPERIENCE

ADIDAS, Amsterdam (06/08 - 05/10)

Global Digital Concept Manager, Running + miCoach

< Led the global planning, implementation and administration of all digital

initiatives for the (1B adidas Running business

< Managed category teams, cross-disciplinary partners, vendors and agencies

(including RIOT, 180 Amsterdam, 180 Los Angeles, Carat, isobar, iris

London, Molecular, Neue Digitale/Razorfish, Naked) towards a singular

vision

< Initiated 365 constant communications for the brand with integrated,

media neutral campaigns that launched in more than 30 countries

concurrently

< Developed global strategy, creative concepts, agency briefs and local

implementation of all Running and miCoach initiatives that married brand

goals with consumer needs (online, motion content, print, retail)

< Created global Running earned media strategies, distribution processes

and criteria to evaluate via listening tools

< Helped move adidas from 7 individual category messages in 2008 to a

single, unified message beginning in FW10, led by miCoach

< Led parent brand personalization efforts with miCoach leading to 2015

brand mission

< Worked with global partners (ex. youtube) to generate our social media

platform strategy and liaised with local markets to implement

< Migrated 18 disparate adidas running communities into a single, global

Facebook presence (which still allowed market customization) aligned

against the 'be better' brand promise

< Evaluated consumer insights, adidas brand information, running trends and

other relevant data to recommend communications solutions that married

brand goals with consumer needs

< Built strong partnerships with Communications, Retail, PR and Events

counterparts, secured approval from cross departmental stakeholders (ex.

product development) and senior management (global CMO & SVPs)

< Worked with the running business unit on biannual global go to market

planning and delivered sell in and sell through presentations and

packages to the regions/markets

< Absorbed the miCoach communications team into Running

SIEGEL+GALE, LOS ANGELES, CA

(10/04 - 05/08)

Senior Brand Strategist

< Managed largest, highest profile and most profitable account at strategic

branding agency: Sony PlayStation. PlayStation represented up to 30% of

the agency's revenue

< Lead brand strategy programs through strategic development and

implementation in the customer experience, including marketing,

communications, interactive, identity and brand alignment

< Ran additional brand and interactive strategy engagements for Amgen,

DeWitt Stern, Experian, Houlihan Lokey, Microsoft, ORIX Capital, the

Ronald Reagan Presidential Library and Foundation, Trust Company of the

West, Yahoo! and X PRIZE

< Acted as Client Partner, ensuring client satisfaction and the ongoing

health and stability of client relationships

< Contributed to the growth and direction of the company, including

participation in new business opportunities

< Worked with founder and CEO to develop 'Digital Voice' theory and

analysis

Senior Strategist, Interactive Media

< Served as client lead on all initiatives

< Co-ran 10 person interactive group - managed the performance and

contributed to the positive personal development of team members

< Ran ongoing online community, youth and home entertainment quantitative

and qualitative studies with third party vendors (Frank Magid & Assoc.,

Teen Research Unlimited and Lieberman Research Worldwide)

< Created framework for ongoing quantitative brand health indexing and

tracking

< Directed brand strategy for the PlayStation 3 and presented it to all

PlayStation Omnicom agencies at agency integration day (coordinating the

PS3 launch)

Strategist, Interactive Media

< Identified client's needs and developed key proposals specifying project

goals, strategy, staffing, scheduling, identification of risks,

contingency plans and allocation of available resources

< Supported development of brand and online strategy, naming, information

architecture and user experience

< Managed online strategy, content, IA and user experience for the first

global website accessed only via a PSP

VOX INC., Chicago, IL (10/01

- 09/04)

Senior Creative Consultant

< Managed Allstate Insurance, the largest account at marketing and

communications agency. Allstate represented 80% of the agency's revenue

< Worked on multi-departmental and cross functional teams with Allstate

Interactive Marketing, Allstate P&C, Accenture, IBM and CapGemini

< Supervised all stages of consumer product definition and development -

ideation through delivery - to rebuild the online Auto Quote product

< Helped agency move up-market and dislodge Digitas as agency of record for

Allstate Interactive Marketing

Project Manager

< Led team of 4 full time staff and hired numerous contract employees

< Supervised inventory and rewriting internet content for all Allstate

Insurance products across all states. Allstate doubled Vox's budget after

reviewing first two months of work

SLOW JUSTICE FILMS, Los Angeles, CA (07/98 -

08/01)

Producer

< Produced 5 short films

< Hired and managed casts and crews of up to 71

THE AMERICAN SPECTATOR, Washington, DC (06/93 -12/94)

(06/93 - 12/94)

Research Assistant

< Research assistant to the Editor-in-Chief. Completed all research for a

weekly, nationally syndicated column and a New York Times best-selling

biography of President Clinton

Editorial Intern

< Assistant to the editorial department of the nation's largest monthly

opinion magazine (circulation of 270,000). Tasks included editing, fact

checking & research for all magazine articles

EDUCATION

Master of Fine Arts - UNIVERSITY OF SOUTHERN CALIFORNIA,

Film Production School of Cinema-Television, Los Angeles, CA

< Co-wrote, directed and produced "FIN," the only class exercise ever

screened at the Directors Guild of America in the twenty-five year

history of USC's Visual Expression class

Bachelor of Arts - KENYON COLLEGE, Gambier, OH

Political Science

< Graduated Magna Cum Laude

< Awarded Distinction in Political Science and inducted into Sigma Pi Alpha

(the National Political Science Honor Society)

< One of five departmental majors invited to the Political Science Honors

program

< Publisher of The Kenyon Observer, a monthly magazine that was awarded

Best New Publication by the Madison Center for Educational Excellence

(out of 65 competing collegiate magazines)

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