Nefeli Koumantaki

Chapter II

Retail has five seasons

Back to school, Easter, summer, Christmas, Black Friday. None of them is spring.

Client
Intersport Greece
Role
Junior marketing coordinator
Year
2021–22
Format
360 campaigns, newsletters, social

The setup

Retail doesn’t run on a calendar, it runs on campaigns: back to school, Easter, summer, Christmas and Black Friday, round and round.

The plot

I took part in the seasonal 360 campaigns, wrote briefs for campaigns and tactical communication, and handled creatives and copy for the e-shop. I also ran the Facebook and Instagram accounts for Intersport Greece and Cyprus and for The Athlete’s Foot.

The twist

Then there were the newsletters: one coordinator, several markets including Cyprus, Italy and Turkey, and a commercial department and an advertising agency who needed to agree on what went out.

The moral

Everything gets measured. Paid, organic, CRM, e-shop: I evaluated the results and wrote weekly competitor reports, so I learned early that a good idea also has to work.