Amanda Lee Smith talks to some of the world’s best marketers to hear their path into marketing, and the story behind one career-defining campaign—their first global spot, a major rebrand, a video that went viral, or maybe something that just changed the way people saw their brand.
No brand has fans like Nike has fans. In this episode, the architect behind their global membership program, Katie Dreke, gives us a look behind the curtain of their omnichannel loyalty program and how it evolved out of a stand alone performance training app. We talk about how Nike created an indispensable feedback loop with their most devoted customers and Katie shares the one tiny hack that unlocked an extra $2 million in revenue for Nike Japan.
We went deep in this one and Katie really pulled back the curtain on what worked, what didn't and how she managed to get a massive, global matrixed organization on the same page about loyalty and membership.
Katie Dreke has had a global career in agencies and brands—from IDEO, Weiden + Kennedy and Droga 5 to adidas and Nike, with stints in Tokyo, Sydney and Amsterdam. Today she is the founder of DRKE in Portland, where she bridges brand, systems-thinking, digital transformation and story-craft to design emotionally meaningful, and financially powerful, products and experiences for human beings and planet Earth.
Amanda loves exploring and sharing new ideas. She designed and teaches a course at the University of British Columbia and regularly speaks on panels, podcasts, and stages—including SXSW and the Sustainable Fashion Forum. Beyond branding and marketing, she particularly likes to explore ideas in innovation, circularity and regenerative capitalism.
Amanda Lee Smith is the CEO and co-founder of Monday—a branding and creative agency in Vancouver. With clients including Adidas, Arc’teryx, lululemon, and Allbirds, Monday builds brands that enhance human potential and help us form deeper connections with each other and nature.
