Available to hire
I’m Harika Vardar Demir Friedrich, a dynamic Marketing & Category Manager with 17+ years of experience across sports, outdoor and lifestyle brands in the EMEA region. I specialize in brand and trade marketing, product launches and go-to-market strategies for global players like adidas and Hydrafacial.
I excel at leading multi-market campaigns, managing distributor relationships and driving commercial impact through PR, retail activation and events. I’m passionate about authentic storytelling that connects consumers to brands and delivers measurable performance.
Experience Level
Language
English
Fluent
German
Intermediate
Turkish
Fluent
Work Experience
Product Manager EMEA & DACH at Hydrafacial
February 1, 2021 - February 1, 2023Led EMEA product portfolio strategy across B2B and B2C channels, improving market share and partner engagement. Developed and executed go-to-market and trade marketing plans, achieving 27% YoY growth in Partner Booster sales. Collaborated with regional teams to ensure alignment with global brand direction. Analyzed market and competitor trends to identify opportunities for product and campaign innovation.
Senior Demand Planning Manager at adidas Zone Middle
October 1, 2018 - November 1, 2020Supported product launches and seasonal go-to-market activations across multiple categories. Worked closely with marketing and sales teams to align forecasts with commercial goals and market demand. Delivered accurate insights that optimized sell-through and retail execution across distributor markets.
Senior Category Manager – Running, Football & Outdoor at adidas Zone Middle
September 1, 2014 - September 1, 2018Led the launch of Ultraboost and managed marketing and product lifecycle across marathon running, trail running, and everyday running. Owned category strategy, pricing and retail marketing for multiple performance and lifestyle categories. Collaborated with Sales, Marketing and Supply Chain to deliver impactful product and trade marketing initiatives. Delivered 38% growth in seasonal jersey sales through strategic assortment and campaigns.
Category Manager – Apparel & Footwear at adidas Zone Middle
March 1, 2009 - September 1, 2014Supported end-to-end product planning and market introduction. Partnered with design and retail teams to execute localized campaigns and in-store activations.
Junior Category Manager at adidas Zone Middle
March 1, 2006 - February 1, 2009Assisted in trend analysis, seasonal planning, and retail marketing support for performance categories.
Education
Bachelor’s Degree at Yeditepe University, Istanbul
January 11, 2030 - January 1, 2004Qualifications
Industry Experience
Consumer Goods, Retail, Professional Services, Media & Entertainment, Manufacturing
Experience Level
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