May 7, 2026
JANIQUE
SMEETS
MBA
Building the Foot Locker EMEA Operating System
Account Director  |  First 100 Days
DEPT × Foot Locker
SPACE or → to continue →
FOOT LOCKER DOESN'T HAVE A
CONTENT PROBLEM.
IT HAS A
RELEVANCE-AT-SCALE
PROBLEM.

// WE ARE PRODUCING FOR MARKETS.

// THE SNEAKER CONSUMER LIVES IN CULTURE.

THE 100-DAY OPERATING SYSTEM

A structured journey from stabilization to cultural growth

0 — 30
STABILIZE
Trust. Structure. No Noise.
›
30 — 60
ORCHESTRATE
Commerce Engine. Culture Pulse. Hype Drops.
›
60 — 100
ACCELERATE
Commerce Loop. Upsell. Profitability.
01
STABILIZE
Days 0 – 30
EMEA Cultural Territories
FASHION / HYPE London · Paris
PERFORMANCE / TECH Berlin · Amsterdam
PREMIUM Milan
LIFESTYLE Madrid
The Discipline
NO NOISE.

In the first 30 days, I will say no more than yes. Structure before innovation.

× No unplanned scope changes
× No ad-hoc briefs without lead time
× No creative reviews without a brief
Ad-hoc requests: ON
Market Tiers
Digital Maturity · Commercial Potential
TIER 1
Trend-setters
Strategic freedom. High maturity.
TIER 2
Adapting
Scaled templates. Growth markets.
TIER 3
Low touch
Modular execution. Emerging.
Hub & Spoke
Account Structure
Hub and Spoke
Central strategy. Local execution.
One voice. Five cultural territories.
02
ORCHESTRATE
Days 30 – 60
70%
THE COMMERCE ENGINE
AI-assisted Modular assets Dynamic Content Opt. High-margin retainer

Always-on production. Automated. Scalable. This is the engine that funds innovation.

THE SELF-SERVE STUDIO
  • No meetings. 100% async production.
  • Local markets self-serve via portal.
HUB AI + DCO MARKETS
20%
THE CULTURE PULSE
Creator-led TikTok-native Reactive

Real-time cultural response. Platform-native formats. The heartbeat of the account.

THE EMEA SNEAKER COUNCIL
  • Bi-weekly sprint.
  • Culture briefing drives next creative sprint.
CREATIVE LEAD MEDIA AGENCY MARKET LEADS
10%
THE HYPE DROPS
Pan-EMEA Fame-driving Premium priced

The 1% campaigns. Made possible by the 70% efficiency. Sold as high-margin projects.

THE DROP ROOM
  • Quarterly Innovation Sprint.
  • Focus on the next big thing in sneaker culture.
FOOT LOCKER BRAND DEPT CREATIVE TIER 1 MKT DEPT TECH
03
ACCELERATE
Days 60 – 100
SIGNAL CREATIVE TEST SCALE INSIGHT
THE CULTURE-TO-COMMERCE LOOP
Performance data feeds creative. Creative drives culture. Culture drives commerce.
Growth Opportunities
70% ALWAYS-ON
✓
Loyalty × DEPT Tech
DEPT tech powers Foot Locker's loyalty program. Turning purchase data into retention.
20% CULTURE PULSE
✓
Creator-led Commerce
TikTok Shop. Instagram Drops. Culture-to-purchase.
✓
Dark Social Activations
WhatsApp & Discord drops. Private sneaker communities.
10% HYPE DROPS
✓
AR Tech Integration
Sneaker try-ons. Drop experiences.
✓
Exclusive Collab Launches
Co-created content for limited collabs. Nike, Adidas, New Balance.
Value-Based Pricing
70% Always-on
Tight retainer Efficiency + steady revenue
20% Activation
Agile wallet Speed + reactivity
10% Hype Drops
Premium projects High margin + innovation
The team feels clarity.
The client feels momentum.
The work feels like culture again.
SYSTEM STATUS:
READY TO DEPLOY.