Pamela Neferkara

Founder  |  Principal

An independent board director and a former Nike Vice-President, Pamela is a deeply experienced brand leader possessing mastery of the digital ecosystem from online to physical retail. She is a strong coach and mentor of large, diverse, multi-national teams with a track record of hiring and developing high performers. She 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 as a director and brand advisor to


Cover FX Cosmetics (www.coverfx.com) Sole Independent Director; additional responsibilities as brand and marketing advisor. Key role in outlining CEO transition strategy to preserve employee continuity.

Hanna Andersson (www.hannaandersson.com) Part of the L. Catterton portfolio, Hanna Andersson is an ecommerce only children's apparel company. Serve as an Independent Director and advisor to CEO on brand and digital strategy.

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

XLB Restaurant (www.xlbpdx.com). Investor.

 

Across this spectrum, Pamela demonstrates her ability to understand brands and adapt strategies to their goals.

eCommerce/Retail Transformational Leadership
A former Vice-President, Retail Brand Marketing for Nike’s $15B North America region, Pamela has a deep background in driving brand and consumer experience. She led a a team of 200 and established a vision that improved brand strength, expanded the brand’s direct retail impact and maximized wholesale relationships. With retailers such as FootLocker, Inc and Dick’s Sporting Goods, she led them 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 digital 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, was based at the European headquarters and drove executions in London as well as 5 key European cities. Leading a 150 person team across 15 countries, Pamela effectively 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 as a stand alone business, the only successful sub-brand in Nike’s history and now over $2B in revenue. At the global level, she created the Nike Global Retail Lab test facility as a cost-effective way to define Nike’s approach to a transformational retail landscape. She has served on both the Nike Global Marketing  leadership team (reporting to the Global CMO) and North American Brand leadership team (reporting to the CMO of North America) and has extensive experience in developing and translating brand strategies into concrete consumer experiences including Nike’s 2017 “Equality” campaign.

 

Transforming Culture

As a successful single mother, Pamela personally understands the work/life challenge and the importance of building supportive cultures. Early in her tenure at Nike, she pioneered alternative work schedules and was herself the first senior female Nike executive to modify her schedule upon returning from maternity leave. Her example helped to set the foundation for improved benefits across the company. 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 and Friends Network, where she successfully repositioned its focus to strategically align with Nike’s priorities for employee development.

 

Experienced Trustee

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

//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

 

Trusted Mentor

Pamela has serves as a trusted mentor to many marketing executives who have gone on to serve companies such as Apple, Google, Converse, Nike and the entertainment industry. Founding Member of the Monday Night Mentorship Collective (www.mondaynightmentorship.com)

 

Affiliations

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

//Member, National Association of Corporate Directors

//onBoarding Women: an exclusive cohort of executive board candidates sponsored by Deloitte; Perkins Coie, LLP; and Spencer Stuart in Seattle, Washington

 
 

Featured Work

Director Coach, 2020 Women on Boards, Oregon Conversation on Diversity

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

Nike Just Don't Do It Social Justice Spot