Celine Del Genes – a French Native – is the Global Vice-President of Concepts to Consumer Marketing and Business Planning for the Reebok brand (adidas Group). In that capacity Celine is leading markets activities, driving them to excellence in planning and execution to achieve business objectives across all categories and channels. Celine plays an active part in Reebok’s mentoring circle. Celine is also mentoring some individual talents identified within the organization as well as some young talents outside the organization.

Since her arrival at the Reebok Global HQ, Celine has been involved in developing the future of Reebok’s Training initiatives with the launch of the Sport of Fitness, further strengthening Reebok’s positioning as THE fitness and Training brand through Reebok partnership with CrossFit. She has played a critical role in driving markets into adopting the new Training positioning and driving the business opportunities worldwide. Prior Training Celine has been involved in relaunching Women’s Fitness Initiatives.

Prior to joining Reebok HQ, Celine was located in Hong-Kong were she held several roles for the adidas Group organization. Celine worked directly with individual markets in Asia as Reebok Region Asia-Pacific Marketing director. In that role she has launched in Asia Pacific some of Reebok most innovative concepts Jukari Fit to Fly from the collaboration of Reebok and Cirque du Soleil as well as EasyTone, a unique footwear targeted at women.

Previously with the adidas brand Celine held the Brand Marketing director position in Asia Pacific, in this role, she directed all aspects of brand communications including advertising, media and consumer research. Through that role she had a strong commitment towards the Beijing 2008 Olympic Games. Under Celine’s leadership, adidas has been awarded Advertiser of the year at the 2008 adFest and received in 2008 the First Chinese Gold Lion in Cannes for the 2008 Beijing Olympics Campaign and won many more regional awards.

Along with her current job responsibilities at Reebok, Celine is an active member and part of the Board of Directors of the “Conseillers du Commerce Extérieur de la France” (French Foreign Trade Advisors) Boston-New England chapter. Driven by her desire to share her experience and grow young talents, Celine also serves as Speaker at the EDC Paris Group (School for Managers and Entrepreneurs) in the Sports Management School (SMS) Program.