Laura Coveney

• Lead Originals Brand Communications strategy, driving impactful campaigns and activations.
• Direct end-to-end planning across multi-channel marketing mix, including paid media, social, and events.
• Manage high-profile talent, partnerships, and community engagements for successful activations.
• Successfully co-led production and launch of 2025 adidas x Oasis campaign.
• Formulated strategy and business case securing substantial investment for new Influencer Marketing programme.
• Coordinated cross-functional teams to establish new marketing planning approach for category.
• Developed a high performing team through a re-structure to deliver exceptional campaigns and activations.

• Led strategic brand communications for PR, social, partner, and influencer marketing functions, managing a diverse team of specialists.
• Directed Sport & Lifestyle teams in end-to-end campaign production and localisation.
• Oversaw campaign content production, including creative, editing, execution, and optimisation.
• Managed paid media planning across all social platforms to maximise reach.
• Executed UK PR strategies, addressing consumer, corporate, and crisis management issues.
• Achieved record results with significant industry recognition:

> PR: 63% year-on-year increase in coverage results.

>SOCIAL: 126 million views (40% uplift) and 14 million engagements (10% uplift).

• Managed multi-platform style and women's social campaigns to strengthen brand desirability in UK.
• Amplified brand messaging through owned and earned channels, generating considerable audience engagement growth.
• Developed best practices for women's training influencer campaigns, successfully implemented within adidas' global newsroom framework.

• Orchestrated adidas' UK Originals and women's publishing campaigns to enhance brand visibility.
• Contributed significantly to the creation of adidas' innovative Global Newsroom strategy.
• Developed industry-leading social toolkits, including an award-winning chatbot for a London training studio.

• Pilot Role for Newsroom: Achieved seamless integration of PR, social and influencer marketing for adidas Originals women's sport and Stella McCartney campaigns.
• Successfully launched the @adidasuk Instagram channel

• Delivered successful UK PR campaigns for style and women's brands.
• Activated adidas x 2012 Olympic Games sponsorship, receiving industry awards.
• Contributed to success of London 2012 Team GB x Stella McCartney campaign.

• PR assistant coordinating brand PR showrooms and press office

• UK trend marketing press office assistant and marketing events coordinator