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Michelle Goad

Senior Director, Gen Z Innovation at Nike - Digital Innovation & Commerce Leader - Former Venture Backed CEO - Entrepreneur - Social & Creator Commerce Leader - Pioneer of Conversational Commerce

Michelle Goad is no longer the Senior Director, Gen Z Digital Innovation at Nike. She previously held this role from April 2019 to January 2022, alongside being the General Manager of NbG at Nike from June 2020 to January 2022.2 Currently, she serves as the Chief Digital Officer at Athleta, a position she recently took on.12 Michelle Goad is also the founder of Greatest of All Digital and has a background in social-first commerce and digital transformation.23 Her LinkedIn profile is available under the username "michellegoad".2

Michelle Goad's career spans multiple roles, including being the CEO and Co-founder of PS Dept., working at Marc Jacobs, Barneys New York, and Donna Karan.2 She has extensive experience in digital innovation and transformation across various industries.

Highlights

Aug 22 · linkedin

The headline today from Meta...a decade in the making, "‘Perfection-fatigued’ Millennials and Gen Zers want lo-fi, mobile-shot video"

People have dm’d me laughing, welcome to the internet, meta. 🙈

But unfortunately they have to explicitly share this because this is what you continue to hear internally at brands: "This looks cheap" "This is only for young people, not our customers" "We are a premium brand and this isn't premium"

Which brings me to some Bold Questions:

How many of you heard about or saw the latest batch of global brand campaigns, not on your social feeds or entertainment outlets, but right here-- on LinkedIn?

Is this a creative or a media distribution challenge?

It’s likely both, however viewing the creative concepts it’s pretty clear we can call these what they are-- TV creative reposted to social media platforms.

My question then leads to, why are we still creating TV-first ads in a social-first world?

So what, now what?:

What if we took these same brand platforms and sharp strategies and started with what works on social and built from there? Would the perception of the brand change? Would the message make a larger impact? Would the marketing inspire the next generation, similarly to how it came across over the past decades?

The question I keep asking: When viewing legacy brands using the same tactics of the 2000's and 2010's to try to capture attention, build brand love, inspire the next generation with their compelling mission - what will it take to drive change towards a social-first approach to marketing on social media? What are you waiting for? How can we help? 🚀

#socialfirst #brandinnovation #marketing #media #socialmedia #entertainment

Apr 28 · linkedin

PBS is launching a free retro channel with content from the 80’s &90’s.

I love everything about this strategy, specifically for kids programming.

  • It’s comforting and "safe" for parents because “we grew up on it”. We don't necessarily want new, just good and we know it was good because we loved it before.

  • It removes friction of choice (are these shows insane or quality without parents policing every minute). It feels like PBS is doing the stressful work for us (thank you).

  • It's something parents will want to watch with their kids because of their own memories (co-watching content is a big trend that's working in youth content re: Bluey traction).

  • It aligns with consumers continued shift towards a desire to live in “simpler” times. The anti-YouTube strategy if you will (although distributing it on YouTube would likely be a good play here 😂).

The Growth Opportunities:

  • Taking the original content and reworking it for social channels to drive new discovery (what’s Mister Rogers messaging on X? Who recently moved into his neighborhood?).

  • Content collabs from old clips with new creator's faces integrated into the storylines (modern music partnerships would be 🤯). Butterfly in the Sky updated by Sabrina Carpenter? Imagine the meme's we could create with Mister Rogers simply responding to the insane things we see from politicians.

  • I would love to relaunch vintage merch for this opportunity. Take a DTC approach for our love of this fan driven content and create partnerships with modern designers to drive energy sprinkled in with positive messaging and nostalgia of this time (baseball-t's, colored collars, classic stripes with Lacoste throw-back styling, etc).

Love this move PBS 🙌

Related Questions

What are some of Michelle Goad's most notable achievements at Nike?
How did Michelle Goad transition from Nike to Athleta?
What is the Greatest of All Digital company about?
What specific strategies did Michelle Goad implement at Nike?
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Michelle Goad
Michelle Goad, photo 1
Michelle Goad, photo 2
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Location

Portland, Oregon Metropolitan Area