about christine
From Product Vision to Market Success
I help consumer brands transform strategy into commercially successful products. Drawing on extensive leadership experience at Nike and adidas, along with advisory work for established and emerging brands, I partner with organizations to strengthen product strategy, merchandising, category management, and go-to-market execution.
Experience and Impact
My career has been built on transforming product vision into commercial success.
From extensive leadership roles at Nike and adidas to advising established companies, founder-led businesses, and emerging consumer brands, I've helped organizations strengthen product strategy, merchandising, and go-to-market execution to accelerate growth and improve business performance.
I bring an operator's perspective to every engagement by combining strategic thinking with hands-on experience leading global teams, managing complex product portfolios, and delivering measurable business results.
Impact:
Global Product Director at adidas
Led global product creation and merchandising strategy for adidas Golf Apparel & Accessories, overseeing a $350M+ global business and directing seasonal execution across 800+ styles annually. Unified global product organizations, streamlined SKU complexity, and improved productivity through scalable operating models and stronger cross-functional alignment.
Global Running Leadership at Nike
Led global product creation strategy, and execution for Nike's $500M Global Running business, delivering 25% year-over-year growth through innovation, multi-year product planning, and cross-functional leadership.
Executive Leadership Across Nike
Built an extensive leadership career at Nike through progressive executive roles spanning Running, Golf, Tennis, Training Apparel, Corporate and Licensed Products. Developed global category strategies, launched innovative product platforms, and partnered across merchandising, design, development, marketing, sourcing, and global and regional teams to drive sustainable growth.
Building High-Performing Organizations
Led and developed global cross-functional teams while creating product and merchandising frameworks, operating models, and decision-making processes that improved collaboration, organizational alignment, and execution across complex global businesses.
Strategic Advisor & Fractional Executive
Today, through Innovate Strategies, I partner with consumer brands, founders, executive leadership teams, and private equity-backed companies to strengthen product strategy, merchandising, category management, pricing, assortment architecture, organizational design, and Go-to-Market execution.
Core Expertise
Product Creation & Innovation
Merchandising Strategy
Category Management
Assortment Architecture
Go-to-Market Strategy
Pricing & Profitability
Consumer Insights
Product Lifecycle Management
Retail & Wholesale Strategy
Organizational Transformation
Leadership Advisory
Fractional Executive Leadership
Board Advisory
Leadership Philosophy
The best products are built where consumer insight, commercial strategy, and disciplined execution come together.
Whether leading a global product organization or advising a growing business, my focus remains the same: helping organizations create products consumers love, build high-performing teams, and deliver profitable, sustainable growth.
Leadership & Community
Board Director | Napili Kai Beach Resort
(Governance • Strategy • Long-Term Planning)
Business Mentor | Futurpreneur Canada
(Founder Development • Consumer Products • Business Strategy)
Student Mentor | University of Oregon
(Career Development • Sports Product Management • Leadership)
