Pamela Neferkara Headshot Sept 2020.jpeg

Pamela Neferkara

In-2C-75px-TM.png

Founder  |  Principal

An independent board director and a former Nike Vice-President, Pamela is a deeply experienced  brand leader possessing mastery of the marketing ecosystem with particular expertise in digital marketing, ecommerce and physical retail. She’s a strong coach and mentor of large, diverse, multi-national teams and serves as an investor and advisor across a spectrum of brands.

 

Independent Board Director and  Advisor
As the Founder and Principal of Elmira Street Associates, LLC, Pamela serves several brands:

 

Hanna Andersson (www.hannaandersson.com) Part of the L. Catterton portfolio, Hanna Andersson is an ecommerce only children's apparel company. Independent Director and advisor to CEO on brand, digital strategy and partnerships. Guided the brand to the advantages of influencer endorsement; leveraged  my network to land significant negotiations with a global celebrity and made introductions to potential licensing partner.  Worked closely with CEO to synthesize brand book to maximize messaging. On-boarded new CMO.

Appointed to Digital Advisory Panel for Genesco, Inc. a publicly traded global retailer focused on the teen market. Advising CTO and board on digital trends, insights and strategy.

 

Retained by CMO of MTV Entertainment for 12 month project to re-define brand organization, create talent management strategy and mentor top performers.

 

Freeland Spirits (www.freelandspirits.com): women-owned distillery. Investor and advisor on retail strategy.

Previously, sole independent director for 
Cover FX Cosmetics (www.coverfx.com) with additional responsibilities as brand and marketing advisor. Key role in outlining CEO transition strategy to preserve employee continuity. Prior investor in XLB Restaurant (www.xlbpdx.com). 

 

Across this spectrum, Pamela demonstrates her ability to adapt brand strategies across industries.

eCommerce/Retail Transformational Leadership

Formerly Vice-President, Retail Brand Marketing for Nike’s $15B North America region, Pamela has a deep background in brand and consumer experience. She led a team of 200 and established a vision that improved brand strength, expanded the brand’s direct retail impact and maximized wholesale relationships. She led key retailers (FootLocker, Inc and Dick’s Sporting Goods) to respond to digital disruption by prioritizing online sales. As the first GM of nike.com in North America, Pamela developed the strategy to shift Nike’s focus to ecommerce, laying the foundation to grow from $200M to $1B in revenue in 5 years.

As the Global Sr. Brand Director of nike.com, Pamela helped to expand the brand’s eCommerce footprint into Japan and China. Prior, Pamela led Nike retail efforts in Western Europe during the London 2012 Olympics driving executions in key European cities. Leading a 150 person team across 15 countries, Pamela bridged cultural differences to drive consistency in brand executions while managing a $150M marketing budget in three currencies.

 
 

Nike Brand Marketing

As Marketing Director for Jordan Brand, Pamela helped found this intra-preneurial venture, the only successful sub-brand in Nike’s history, now over $2B in revenue. She created the Nike Global Retail Lab test facility to define Nike’s response to a shifting retail landscape. She served on both the Nike Global Marketing leadership team (reporting to Global CMO) and North American Brand leadership team (reporting to CMO of NA) and has extensive experience in translating brand strategies into concrete consumer experiences including Nike’s 2017 “Equality” campaign.

 

Transforming Culture

A successful single mother, Pamela personally understands work/life challenges. At Nike, she pioneered alternative work schedules and was herself the first senior executive to modify her schedule after maternity leave. Her example helped to set the foundation for improved benefits in the U.S. Pamela was also the first single parent ex-pat, expanding the company’s willingness to consider a broader range of employees for overseas placement. She was a transformative leader of Nike’s largest employee affinity group, the Black Employee Network, where she repositioned its focus to strategically align with priorities for employee development.

 

Experienced Trustee

The French American International School in Portland, OR August 2015 to June 2019

//2019: Head of School Search Committee

//2018: Appointed Co-Chair of the Committee on Trustees to lead an enhanced focus on board development

//2015-2017: Chair of the Marketing Committee, deepened the marketing acumen of the board and leader in hiring/onboarding the first ever Marketing Director

 

Affiliations

//2022 Director to Watch Directors and Boards Magazine

//Corporate Director Academy, 2022

//Founder + Board Chair Emeritus, The Wing Women, Nike Women Global Alumni Network

//Member, National Association of Corporate Directors

//Founding Member of the Monday Night Mentorship Collective (www.mondaynightmentorship.com)

//Women on Boards, Portland Conference Co-Chair, 2021

//Old Dominion University, Strome College of Business Diversity Council

 

Featured Work

Nike Just Don't Do It Social Justice Spot

Featured Speaker, The Femails Podcast Presented by Career Contessa: How to Talk Salary In a Job Interview.

Adweek Feature: How to Advocate for Black Colleagues

Adweek Summer Series Speaker: Retail Brands of Tomorrow