Russell Erni

Sports Central (Manila), Inc is the largest athletic specialty retail chain in the Philippines. It is an affiliate of SM Retail, Inc. the county's largest retailer with a nationwide portfolio of department stores, supermarkets and specialty stores. It houses well-known global brands that includes Nike, Adidas, New Balance, Reebok and Under Armour. It currently operates close to 100 store locations nationwide and has ecommerce presence in ShopSM, Lazada, Shopee and it's own website, sportscentral.ph. Brand Lead: - Spearheads the development and execution of the marketing strategies for both the brick & mortar and ecommerce platforms. - Responsible for developing the seasonal brand map and leading the alignment among cross-functional teams that includes marketing, social media, merchandising, and ecommerce. - Drives the creation and execution of the social media calendar as well as the media plan with partner agencies. - Provides direction for SEO initiatives through a digital marketing agency that has resulted in a significant increase in site visibility and performance. Ecommerce Customer Service Head: - Responsible for providing timely and accurate resolutions for customer concerns Also handled the following roles: Visual Merchandising Lead - Developed the In-store Visual Merchandising Training Programs that aim to enhance customer experience across brick and mortar and online stores. Data Analytics - Key partner in providing essential information to cross-functional teams that led to data-driven decision-making.