Harika Vardar Demir Friedrich

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.

About

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.

  • 16 years' experience
  • Joined January 2026

Languages

  • EnglishFluent
  • GermanIntermediate
  • TurkishFluent

Industry experience

  • Consumer Goods
  • Retail
  • Professional Services
  • Media & Entertainment
  • Manufacturing

More experts in Frankfurt am Main, Germany

Work experience· 5 roles

Product Manager EMEA & DACH · HydrafacialFeb 2021 – Feb 2023 · 2 yrs 1 mo

Led 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 · adidas Zone MiddleOct 2018 – Nov 2020 · 2 yrs 2 mos

Supported 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 · adidas Zone MiddleSep 2014 – Sep 2018 · 4 yrs 1 mo

Led 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 · adidas Zone MiddleMar 2009 – Sep 2014 · 5 yrs 7 mos
Junior Category Manager · adidas Zone MiddleMar 2006 – Feb 2009 · 3 yrs

Education

Bachelor’s Degree · Yeditepe University, Istanbul2030 – 2004

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