Head of Outdoor Nike EMEA

Responsibilities

• Strategic Leadership (EMEA + EMEA 5 focus)
• Define and lead EMEA wide OOH strategy , aligned to Nike's brand and business objectives. This includes:
• Translating global direction into campaign and market-specific OOH frameworks, imbedding opportunities and nuances from our key cities.
• Advising on investment strategies and tactics
• Ensuring OOH is fully integrated in cross-channel planning across brand & demand capture.
• Act as the senior channel advisor to clients and internal leadership
• Drive forward Nike's use of the channel, it's evolvement, efficiency and effectiveness
• Innovation & Bespoke OOH
• Spearhead the channels innovation agenda . This includes:
• Scaling DOOH innovation including. DCO, data-based solutions and test & learn frameworks
• Sourcing opportunities for experiential and cultural stunt focused activations.
• Build partnerships with partners, production houses and specialists to unlock first-to-market opportunities
• Identify new technologies that can be applied to our activations
• Ideate, concept and oversee activation ideas through to execution
• Source, build and maintain relationships with key Nike creative agencies - driving forward integrated partnerships and collaboration
• Planning & Buying
• Play a key specialist role within the planning and buying team , ensuring:
• Develop and execute a best-in-class outdoor planning process
• Collaborate and initiate dual sharing with local and regional planning leads
• Support and guide investment decisions, optimisation and delivery of OOH campaigns.
• Ensure alignment between strategy, planning, buying and execution across markets and business pillars. Sharing learnings and evolving work cross functionally .
• Activation & Delivery
• Oversee seamless execution of high-impact OOH campaigns across EMEA.
• Ensure campaigns are delivered to the highest operational standards, including:
• Timeliness
• Quality of placements
• Compliance with brand and legal standards
• Act as escalation point for complex activations and bespoke builds .
• Commercial & Partner Management
• Manage relationships with key media owners and partners across EMEA.
• Drive commercial value and innovation deals , ensuring competitive advantage for Nike.
• Support negotiations where needed to unlock premium inventory and innovation opportunities.
• Measurement, Effectiveness & Data
• Define and implement measurement frameworks for OOH performance .
• Champion the use of data, attribution and insights to demonstrate effectiveness.
• Work with analytics teams to integrate OOH into broader media effectiveness models .
• Leadership & Capability Building
• Act as the outdoor expert and thought leader across the agency.
• Build and upskill planning and buying teams in OOH best practices and innovation .
• Foster a culture of creativity, experimentation and continuous improvement .
• Manage a small central team& coordinate a virtual network of market specialists .
• Key Skills & Experience
• Extensive experience in Out-of-Home (OOH/DOOH) across multiple markets, ideally EMEA.
• Strong understanding of media planning and buying processes within an agency model.
• Proven track record in delivering innovative, non-standard outdoor activations .
• Deep knowledge of media owners, technologies, and outdoor ecosystems .
• Strong commercial acumen and negotiation capability.
• Ability to operate at both strategic and operational levels .
• Excellent stakeholder management skills across client, local markets and global teams .
• Success Measures
• Growth in innovative and non-standard outdoor activations
• Improved OOH effectiveness and measurable ROI
• Stronger integration of outdoor within full-funnel media plans
• Delivery of best-in-class campaigns across EMEA 5
• Enhanced capability and outdoor expertise across agency teams
• Within Initiative you will receive:
• 27 days off per year , including 26 vacation days and 1 "Celebrate You" day (based on a 40-hour workweek)
• Hybrid and flexible working options to support a healthy work-life balance-and even work from abroad fo

Benefits

Additional Information

Initiative is a proud member of Omnicom Media. We are a global media agency dedicated to driving growth for our clients through innovative strategies and data-driven insights. By working in close collaboration with our affiliate companies - Kinesso and Yune - we create exceptional, tailored marketing campaigns that connect brands with their audiences in meaningful ways. Role Overview The Head of Outdoor - Nike EMEA is a senior specialist leadership role responsible for shaping and delivering best-in-class Out-of-Home (OOH) strategy, planning and activation across the Nike business in EMEA, with a core focus on the EMEA 5 markets . OOH is a critical cultural channel for the brand to remain visible, culturally relevant and disrupt physical environments. It's key to unlocking innovation, storytelling capability, and urban impact at scale . This position pays particular focus on Nike's key cities - London, Paris, Berlin, Barcelona and Milan.

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