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Joaquin serves dual roles as VP of Global Brand Marketing and Soccer.As VP of Global Marketing, Joaquin leads Nike’s global brand marketing efforts, including overseeing advertising, digital brand marketing, retail brand marketing, brand design, event marketing, entertainment marketing as well as category and regional marketing.
As VP of soccer, Joaquin is leading the effort to further accelerate Nike’s momentum in the world’s biggest sport. Thanks in large part to the team’s comprehensive efforts the past several years, the business has grown significantly and the football team has set the stage for Nike’s next phase of aggressive growth.
Before joining Nike, Joaquin worked as a marketing representative at IBM from 1983 to 1988, and as a product line manager from 1988 to 1989.
Among the defining moments in sports for Joaquin was attending his first Boca Juniors vs. River Plate football match in 1995 in Buenos Aires. When the Boca fans, meaning 99.5 percent of the 50,000 fans in the stands, began singing and jumping, the whole structure of the stadium began swaying as if we were in a small tremor, Joaquin said. I found out that day just how passionate football fans could be. I’ve never experienced anything like it again, and probably never will.
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