DIRECTOR OF PRODUCT MANAGEMENT
Transforming FILA Through Athlete-First Creation and Heritage-Driven Strategy
DIRECTOR OF PRODUCT MANAGEMENT for FILA USA PERFORMANCE APPAREL
Building upon an iconic tennis legacy with athlete-driven research to create a more relevant, high-performance future.
My team led the transformation of a legacy brand into a modern, performance-focused competitor by championing an athlete-first approach and refining seasonal product strategy.
Refining Product Strategy
Initially, each tennis tournament had its own collection—a model that was resource-intensive and led to short-lived product relevance. I introduced a more efficient, cohesive framework focused on hero styles and year-round storytelling, allowing consumers to build familiarity with key silhouettes over multiple seasons; and highlighting our athletes as the most important ambassador
Elevating Tournament Storytelling
To strengthen market presence, we aligned product and marketing strategies with major tournaments like the US Open and Indian Wells—creating globally timed assortments and color stories that enhanced commercial performance and brand equity.
