Paul O'Neill

About

Customer-centric senior leader who builds and scales high-impact creator and influencer marketing programs and strategic brand partnerships. Leads creator communities and multi-million budget initiatives, driving measurable revenue growth across e-commerce and fashion, while partnering cross-functionally with product/engineering and building high-performing teams.

Experience

• Head of Creator Programs · Zalando02-01-2023

  Built and Lead Zalando’s Creator programs responsible for over 1000 influencers. Developed holistic program strategy, including objectives, core KPIs, and compensation models for creators. Lead multiple direct reports in a team (~40) and sustain productive relationships with internal stakeholders. Manage and allocate a multi-million global budget. Maintain Creator satisfaction through community events and upskilling. Onboard brands and partners to participate in Zalando Creator Programs and worked with engineering and product teams to develop tooling. ● Launched Style Creator Program across 24 markets and onboarded 500 creators to program and created over 30K outfits every year; including generating revenue of more than €200M delivering 1000% ROI on allocated budget. Secured additional investment from markets to develop beauty and sports creator propositions. ● Built a new creator program to support Zalando’s inspiration and entertainment objectives with over 600 influencers. Including building a new creator management team. ● Grew the overall team from 3 FTE’s to over 40 FTE’s to enable us to deliver all services and business objectives. ● Worked closely with product and tech for developing our internal tooling to meet the needs of the business and creators ● Built in-house Creator Management team responsible for managing all relationships with Creators including our community management approach to drive loyalty and personalised experiences with them. ● Developed a creator community management approach involving events and webinars and secured additional investment from brands for their participation. ● Built a new team for Managing influencer campaigns on behalf of brands for ZMS including additional upselling to drive more revenue for business. ● Commercialised our influencer services to brands using ZEOS through an agency model approach. Helped ZMS develop new influencer services to drive incremental revenue

• Executive Project Manager · Zalando04-01-2021 – 11-01-2021

  Oversaw several cross-departmental projects for wide-scope organisational change. Led daily communications of SLT and prepared papers for key topics for C-Suite. Devised talent/partnership strategy for Sports marketing and managed budget, whilst steering project deliverables and sports marketing positioning. ● Improved effectiveness of marketing organisation by delivering large-scale organisation-wide change in a tight timeline ● Devised overall Zalando Marketing strategy, and standard project management tools and processes for marketing organisation. ● Oversaw the development of the Zalando brand framework with an external agency

• Senior Manager (Operations) · Adidas08-01-2017 – 03-31-2021

  Supported SVP/GM of Originals by directing daily functions of the business unit for the leadership team, strategic projects, and processes. Improved SLT interactions throughout team and strategy meetings through implementation of action follow-up. Created in-depth and highly-interactive business presentations for SVP and C-suite. Utilised teams’ input and act as sparring partner/sounding board to SVP to present strategic point of view for a number of topics. Ensured consumer alignment with BU and launched new consumer segments for originals by leading all consumer research projects. ● Drove annual strategy process and implemented a framework of strategic business plan within the BU ● Promoted inclusiveness and culture by incorporating people topics and action planning. ● Directed and executed various high-profile projects/programs, such as prioritisation and business case development within Originals. ● Re-defined the Originals consumer segmentation and implemented six new consumer segments to improve consumers’ targeting.

• Senior Business Consultant · Adidas09-01-2015 – 08-01-2017

  Supervised Continuous Improvement Initiative (CII) with keen focus on Brand and Brand Operations of Football and Originals, whilst acting as Senior Business Consultant. Collaborated with senior stakeholders within assigned territories for better decision-making. Monitored project roll-out throughout teams and integrated improvement prospects within challenging functions/businesses. ● Executed Role Chartering, Value Stream Mapping, and Daily Routines by empowering and attaining self-sufficiency of various BUs. Orchestrated mentoring sessions for PMs and Navigators as well as selected some Adidas staff. Conducted role chartering workshops influencing 1200+ individuals across football, Originals, and brand management.

• International Business Improvement Project Manager · Airbus01-01-2013 – 08-01-2015

  Delivered expert leadership and coaching to all supply and demand graduates for career development, performance reviews, and competency management. Oversaw project deliverables and updated overall performance by heading a team of 14 members and reporting with key stakeholders regularly. Optimised supply chain logistics operations and determined mitigation initiatives/owners by maintaining a risk management process. Engaged with suppliers and transport providers to lead international transport projects for chemical shipments to China. Formulated business operating model for future logistics service providers across the whole of Airbus. ● Managed project for development of new €30M logistics hub business case, whilst devising logistics strategy for all UK manufacturing facilities with inputs from several stakeholders. ● Proposed and offered scalable logistics solution for new manufacturing system as well as contributed to achievement of capital and inventory reduction targets via solution design. ● Secured significant costs via supervision of transport activities outsourcing site-wide and drove continuous improvement across UK logistics teams.

Education

• University of Liverpool, Liverpool, EnglandMaster of Science in Operations and Supply Chain Management | Pass (part-time), Operations and Supply Chain Management
• University of Liverpool, Liverpool, EnglandBachelors in Business Studies (Hons.) 2:1, Business Studies

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