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Pamela Neferkara

Founder  |  Principal

Pamela is a former Nike Vice-President with extensive experience designing and implementing  innovative consumer experiences that address global digital disruption in eCommerce and Brick & Mortar retail. She is a strong coach and mentor of large, diverse, multi-national teams with a track record of creating long-lasting brand strategies. She currently serves as a start-up investor and advisor across a spectrum of industries.

eCommerce/Retail Transformational Leadership

As Vice-President, Retail Brand Marketing for Nike’s $15B North America region, Pamela has a deep background in driving brand and consumer experience from boutique to large national retail chains. She led a a team of 200, 1/3 based across the US and established a vision that improved brand strength, served consumers, 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 recognize and respond to digital disruption by prioritizing online sales. As the first GM of nike.com in North America, Pamela recognized the coming impact of ecommerce and developed the strategy to shift Nike’s digital focus towards online selling laying the foundation to grow from $200M to $1B in revenue within 5 years.

 

As the Global Sr. Brand Director of nike.com, Pamela helped to expand the brand’s eCommerce footprint into Japan and China, recognizing the critical need to adapt merchandising and branding strategies globally. Prior, Pamela led Nike retail efforts in Western Europe during the London 2012 Olympics, based at the European headquarters and driving executions in London as well as 5 European cities with global impact. Leading a 150 person team across 15 countries, Pamela effectively bridged cultural differences to drive consistency in brand executions while managing a $150M retail 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 recognized the need to create engaging retail experiences as consumer spending shifted online and 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.

Entreprenuer/Start-Up Advisor

As the Founder and Principal of Elmira Street Associates, LLC, Pamela is advising three start-ups:


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

 

2. Yapa Harvest (www.yapaharvest.com) positioning this first of its kind start up to transform its marketplace.

3. Confidential start-up in New York City’s hospitality market

 

Across this spectrum, Pamela demonstrates her ability to understand brands and adapt strategies appropriate to their goals. Pamela is also an investor in XLB Restaurant, Portland. 

 

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 Director/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 and the music industry. 

 

Affiliations

//Member, National Association of Corporate Directors

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

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