Initiative has Head of Outdoor Nike EMEA

Head of Outdoor Nike EMEA
- Amsterdam

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.

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.

Strategic Leadership (EMEA + EMEA 5 focus)

• Define and lead EMEAwide OOH strategy, aligned to Nike’s brand and business objectives. This includes:
• Translating global direction into campaign and market-specific OOH frameworks, embedding 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.
• Ma…