In Conversation With: Emilie Rose

Emilie’s journey with Adidas began in 2008, however, just last month, she was promoted to the position of Global Director of Cultural Marketing for Adidas EUROPE. We had the opportunity to speak with her about her career trajectory, from the very beginning to where she is today.

Emilie’s background is as diverse as it is impressive. She’s worn many hats, including roles as a presenter, coach, and marketer. Her career has been fueled by her passion for storytelling and creating content that truly connects with audiences.

In this interview, we’ll explore Emilie’s career path, her current role at Adidas, the challenges she faced, her accomplishments, and her insights into how to make your first steps in a marketing career. 

I’d like to get to know you on a more fundamental level in terms of your career. How did you initially find your way into the field of marketing and what drew you to it?

So, you know, my journey has this funny twist. Started off as a music video model kind of randomly. I somehow ended up winning the MTV show “Hip Hop Candy” during my time in the US. Crazy, right? 

While I was riding this unexpected wave, I couldn’t help but think, “Okay, what’s the next big thing?” I mean, the entertainment biz had its shady corners, especially for us young women trying to make it. 

It wasn’t like a lightning bolt moment, though. It kinda happened gradually. Believe it or not, that paved the way for a sort of accidental internship while I was hanging around in LA waiting for my visa stuff. So, there I was, discovering the ins and outs of marketing.

It sucked me right in, it was like a magnet. Fast forward 16 years, and that twist of fate still echoes. Looking back, the whole journey’s been way more surprising and inspiring than I ever thought possible.

Indeed, your journey has taken quite a surprising trajectory. What aspects of marketing specifically resonated with you and fueled your passion for it?

The world of marketing that truly fascinated me was entertainment marketing. It involved a hands-on process of passing the baton by delivering products like shoes and clothing to celebrities or influencers. This was pre-Instagram, where sending products and hoping for exposure led to magazine features. It was thrilling to send out a product and later spot it in a magazine, embraced by influential individuals. This ignited my passion for marketing’s trend-shaping power. The advent of social media, as you’ve noted, brought about a significant shift.

Could you elaborate on how this transition impacted your approach to marketing?

Absolutely, the rise of social media completely changed the game in marketing. Remember the days when getting your product featured in magazines was a big deal? It was a slower, more gradual process, waiting for those editorial timelines and print lead times. But then came social media, and suddenly everything was on fast-forward.

With platforms like Instagram, the whole timeline got a massive speed boost. You could showcase your products directly to a global audience, and the best part? Instant feedback. No more waiting for magazine spreads to see how people react. You’d get real-time responses from consumers, celebrities, and influencers. It was like marketing went from snail mail to instant messaging.

Of course, this shift brought its own set of challenges. Balancing authenticity with sponsored content became crucial. Suddenly, everyone’s an influencer, and you need to make sure your engagement feels real and not just profit-driven.

So, yeah, social media brought this dynamic, fast-paced element to marketing. It’s not just about catching eyes in magazines anymore; it’s about catching scrolling thumbs and fostering real connections in the blink of an eye.

When you’re faced with the challenge of maintaining a fresh narrative within a field that sometimes feels stagnant, how do you approach it to keep things engaging, especially when conceptualising campaigns?

Staying ahead in this ever-changing landscape is a must. Social media, with its diverse platforms for different generations, offers unique storytelling opportunities. Some platforms focused on authenticity came and went in a flash. So, it’s crucial to look ahead while acknowledging trend transience. Diversify, don’t bet all on one trend that might vanish.

Personally, I’m all for “if it ain’t broke, don’t fix it.” Proven strategies are my reliable baskets for a few eggs. For untested ideas, I take a measured approach – investing a couple of eggs while tweaking. I apply this to everything, even workouts. Now, as Adidas’ Ivy Park storytelling lead, it’s about bringing narratives to life. Beyond creative campaigns, there’s the vital role of how the story unfolds. It’s a communication gig – making the story resonate across diverse markets.

For aspiring marketers, it’s about aligning with your passion and the industry you love. Communication roles come in various titles but share a core essence. Beyond the glam, it’s mostly planning and adapting. My role is thrilling but involves around 70% emails, planning, and future thinking.

My final question touches on your coaching endeavours, particularly in relation to the FMR mentoring scheme. I’m curious about your approach to helping individuals realise their potential and the guidance you provide to navigate their work.

I was actually part of the Fashion Minority Report mentor program, it was such an eye-opener and boosted my coaching skills big time.I got to mentor this amazing person named Yara, who’s been rocking her career. Guiding her was honestly so rewarding. Now, when it comes to coaching in general, I draw from my 15-year journey – not just in marketing, but also as someone navigating the corporate world as a minority. My coaching covers different things: life, careers, and marketing. But they all have something in common.

In this world of info overload – YouTube, Google, podcasts, you name it – my role as a coach is to sort through all that and give my clients the right info. I create personalised plans and help them get the knowledge they need.

I break it all down into easy-to-handle pieces, using my experiences and really listening to what they think. A common thing I see is clients feeling lost, not knowing where to start. So, sharing these little practical insights often makes them realise they can actually tackle stuff bit by bit. It’s all about empowerment. Many say things like ‘I couldn’t have done it without you.’ But I always remind them, I’m a guide, they’re the real action heroes. I’m not doing the tasks for them; I’m showing them ‘how’ and ‘why.’

My coaching journey has been super fulfilling. Seeing real success stories from clients just makes me happy. Being a part of their growth journey and sharing my experiences, helping them avoid the bumps I hit – that’s the real deal. Ultimately, it’s about pushing them forward.

If you’re interested in getting in touch with Emilie for coaching, you can contact her through email HERE.