Profile

Award winning digital innovator and brand marketing executive for top consumer brands. Inventor on 12 Patents filed by Nike. Named in Ad Age’s Top 40 Marketers Under 40. Selected for the Forbes CMO Next List of 50 Most Innovative Marketers and Business Insider’s CMO to Watch. Honored on the A100 List of Most Impactful Asians and Pacific Islanders and the ADCOLOR 2023 Beacon Award celebrating those who are changing the status quo in the quest for diversity, equity and inclusion.

Experience in brand marketing, brand strategy and positioning, brand innovation, marketing campaigns, creative concepts and production, digital marketing, UX, social, e-commerce, product customization and personalization. Experience leading digital products and services including mobile applications, wearables and video games. Strong track record of leading cross functional and cross cultural teams. Managed marketing budgets in the hundreds of millions of dollars for domestic and international brands. Serving on the Board of Directors for public and private companies.

For more information on press and awards, please see the recognition page.

Achievements

Discord
Established the Mission, Vision and 3 Year Strategy to grow Discord beyond gaming
Launched a brand redesign, new brand positioning and integrated brand campaign: Imagine a Place
Brand Awareness increased 150% and Brand Consideration increased 140% year over year
2020-2021: 3x Revenue and 2x Monthly Active Users (MAU)

VSCO
Unified Company with Global Consumer Insights to Build a 3 Year Strategic Plan
Reset the Brand Strategy: All New Consumer Focus, Mission, Vision, Position
Built VSCO Marketing Offense: Brand, Performance, Social, Creative, Editorial, Ops
Increased Brand Strength by 275% and Doubled Membership Subscriptions in 2 years

Nike Training Club
Creator of Nike’s Global Training Community: App, Classes, Events, Trainer Network
Nike’s first iPhone App 2009. Has been ranked #1 Health/Fitness app in 23 countries
30M+ downloads, 5-star iOS, Android. 18 Languages across 146 countries

Nike+ Kinect Training
Directed Strategy, Design, Production & Global Launch of Nike+ Platform Partnership
Nike’s First Video Game Title in Partnership with XBOX. #1 Kinect Title Holiday 2012
Cannes Lion: 2013 Gold UX, Silver Direct Marketing

Nike Women’s Training
Led Brand Marketing for the Women’s Fitness and Training Consumer
Reset the Brand Strategy and Positioning. #1 FTW/APP Brand in 5 Key Markets
More than Doubled Category Revenue Since 2008

NIKEiD
Led Brand Marketing for the Customized Products Division: Design and Performance
Reset the Brand Strategy and Positioning
Produced the highest growth rate in 10 years (+40%). Broke 3 sales records 2014

VW Brand Marketing
5 Effie Awards for Marketing Effectiveness: Creative, Distribution, Results

VW.COM
Created first VW car configurator, dealer website program and global lead generation model. Web Awards “Best Automotive Website” 2005

GM Digital
Launched the first GM websites pontiac.com, cadillac.com and dealer sites

Phil Knight Cancer Challenge
Led Nike employee campaign to raise $1B for Cancer Research 2014-2015

For more information on these projects and results, please see the work page.

Recommendations

"Tesa is a visionary leader with tremendous marketing, design and user experience insight. She is a highly skilled and insightful manager who understands how to motivate and energize teams to produce industry-leading products. Her track record for launching successful digital services and concepts is world-class, and she has left an indelible mark on the digital sport space."
Jay Blahnik, Special Projects, Apple

"Tesa is a driven, talented and fun person to work with. Her ability to strategically cut through all of the clutter and focus on the big picture, enables her and her team to deliver consistently intuitive and innovative solutions that work. Her experience and dedication speaks for itself."
Keith Crawford, VP Design, Nike

I had the honor of working with Tesa when she joined us at VSCO as our Chief Marketing Officer. During her time at VSCO, she established a world class, mission based, insight led, and consumer driven marketing practice whose impact moved beyond just marketing but to the entire organization. Tesa pushed us to be the strongest possible advocate for our community, and to do so in a holistic manner, from product innovation to brand communication. Tesa's compassionate, empathetic and collaborative approach not only aligned with our core values, but consistently pushed us to be better and be true to our mission and vision. Finally, what I admired most about working with Tesa was her desire as a leader to always put the team before self, and doing so with care and integrity. Wayne Wu, Executive Creative Director & Founding Member, VSCO

"Tesa is one of the great managers. What stands-out about Tesa is her skill as a manager and mentor. Her high standards forced me -- and everyone on our team -- to raise their game. She is amazing at building and inspiring a team to do great work. She knows how to rally a team around a shared vision, and over the course of the time we worked together, she helped me become a better design thinker, leader and manager."
Liz Walker, Product, AirBnb

"Tesa led VW into the world of ebusiness. Her vision achieved tremendous success and her management led people to tremendous performance while creating an enjoyable work environment."
Brent Hillyer, VP Marketing at Gulf States, Toyota

"Tesa is a highly creative individual with a passion for her work. She was instrumental in leading the development of Cazadores Tequila's website re-design and viral/digital branding efforts. Tesa's commitment to excellence coupled with her strong work ethic make her a fantastic person to work with and I would gladly work with her in the future."
Claudia Pertierra, Group Director, Bacardi USA

"I had the privilege of working with Tesa on NIKEiD. I was immensely impressed with the vision she created for the business and her ability to simplify it and get other stake holders and leaders at the company on-board. She was very engaged in our digital efforts and was a great source of guidance and leadership. She was one of the main reasons I decided to take the NIKEiD job in the first place. Always encouraging, fair and most importantly caring for her team - It was fun to come to work everyday and face a challenge knowing your boss has your back and is in the trenches with you. Working with Tesa by far is a highlight of my career and I continue to be inspired by her, and what she is accomplishing. She’s a bonafide rock-star."
Harshal Sisodia, Chief Marketing Officer & Co-Founder, Super Heroic