What it is
In June 2018 Khounlavong was Senior Merchandising Director for Nike By You. Nike was filling a senior director seat in Los Angeles built around one consumer, the sneaker obsessed. He interviewed with a 17 page deck dated June 29, 2018. Three versions of it survive.
The deck had two halves. The first was his story and his record. The second was a consumer growth strategy for Los Angeles across fiscal 2019 to 2021. Every figure and step in that second half was a proposal.
What Khounlavong did
- Wrote the plan statement. Consumer: the sneaker obsessed. Mission: unleash the potential of Los Angeles through sport. Position: One L.A.
- Proposed three priorities. Engage: know Los Angeles to serve Los Angeles. Enable: access in must-win doors. Empower: new experiences.
- Proposed a three year concept map: foundation in fiscal 2019, launch in fiscal 2020, scale in fiscal 2021. It carried a proposed revenue ladder of $1.1B, $1.3B and $1.5B.
- Proposed a consumer council to gather product insight, and a regular product meeting with headquarters to build a shared line plan.
- Proposed mapping the key growth zones in the market, driving depth in must-win doors and maximizing efficiencies in strategic doors.
- Proposed a revised influencer seeding strategy, ending in a shared revenue model with influencers in fiscal 2021.
- Described his method in four steps: build an executable framework, drive launch and flow, hold financial accountability, and turn strategy into operations.
- Showed the ACG x Pendleton x Jay Gordon project as his process, a ten step timeline from July 17 to November 9.
- Closed on a vision in three words: Make. Lives. Better.
Results
- He took the seat. His fiscal 2019 year-end review shows his title changing from Senior Merchandising Director, Nike By You, in the first quarter to the senior Los Angeles role for the sneaker obsessed in the second.
- Two ideas from the pitch appear in his later Los Angeles work. Must-win doors became a task in his February 2019 workshop and a list of 37 top destinations in his October 2019 plan. Planning by consumer mindset ran through both.
At a glance
| Project type | Interview pitch and proposed three year plan |
|---|---|
| Industry | Athletic and lifestyle footwear and apparel |
| Seat | Candidate for the Los Angeles role. Senior Merchandising Director, Nike By You, at the time |
| Ran through | Nike |
| Dates | June 29, 2018 |
| Location | Los Angeles |
| Related pages | Jimmy Khounlavong, Nike Sportswear, Los Angeles, Nike By You |
| Principal | Jimmy Khounlavong |