About Nik
I am a marketing leader who loves building brands at the intersection of culture and commerce. With over a decade in sports and lifestyle including a defining chapter at Nike I
now lead the marketing effort for the padel scale-up of PADELHUB. My expertise lies in turning cultural relevance into hard revenue; I build premium brands that people want to belong to, while installing the digital infrastructure to ensure they turn a profit. I bring a hands-on, collaborative approach and a passion for team, sport and business.
English
Native or bilingual
German
Basic
Spanish
Basic
Can work on-site
London (up to 50km)
Experience
- Nik Sariyski ConsultingFractional Marketing Director & Senior Marketing ConsultantMay 2026 - Today (1 month)London, UKProviding senior, fractional marketing and brand leadership for growth-focused lifestyle, wellness, and experiential consumer brands.
- PADELHUBDirector of Brand & MarketingMarch 2025 - May 2026 (1 year and 2 months)London, UKMost recently, I spearheaded the comprehensive brand and digital transformation for a premier sports and lifestyle hospitality operator, leading their expansion from a localised footprint to becoming the largest indoor operator in the UK market.Operating with full P&L accountability over six-figure budgets, I engineered a fundamental membership remodel and brand repositioning that delivered a 45% quarterly revenue uplift while strategically balancing long-term brand equity with sharp performance ROI.A core pillar of my approach is dismantling operational friction through MarTech optimisation. I championed an end-to-end digital transformation, centralising fragmented customer data through a comprehensive HubSpot CRM migration. This structural shift yielded a 35% increase in audience engagement, a 24% spike in new member acquisition, and slashed Customer Acquisition Costs (CAC) by 27%.To cement market authority, I architected a high-value ecosystem of strategic alliances with global industry leaders and elite athletes, while unifying our visual identity across all physical and digital touch points. I leave the business positioned with a robust operational roadmap primed to scale to 30 locations over the next 18 months.
- Nike EMEAConsumer Direct Marketing Lead | Key Lifestyle PartnersApril 2023 - March 2025 (1 year and 11 months)London, United KingdomOrchestrated the regional marketing strategy for a premium portfolio of tier-one digital and physical retail partners across the UK, France, and Germany.Managing a multi-million-pound quarterly budget, I secured substantial additional investment to accelerate membership growth, delivering a consistent 15% year-on-year increase in our active consumer base. I specialise in matrix leadership, aligning cross-functional teams to pilot cutting-edge retail innovations-from personalised digital activations to live, experiential product trials.A key highlight was serving as regional lead for a flagship style franchise. I built and scaled the operational model from the ground up, directing full-funnel marketing executions that seamlessly bridged community storytelling with robust commercial growth.
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Education
- Master of Business AdministrationDurham University Business School2026Master of Business Administration
- BA & MAUniversity of St Andrews2013BA & MA