Tiago Perdigao

International marketing and positioning executive with 25+ years of experience supporting business growth, strategic visibility and commercial positioning across Europe, the Middle East and Africa. Former adidas regional leader and founder with extensive experience aligning commercial objectives, market positioning and stakeholder engagement strategies across multicultural and international business environments. Strong track record developing strategic narratives, thought leadership initiatives and market positioning frameworks supporting business development, international expansion and executive stakeholder engagement.

Combines corporate leadership and entrepreneurial perspective with strong communication capabilities, international market understanding and experience operating across advisory, commercial and growth-oriented environments.

Founder & Marketing Strategy Consultant at Crucial & Alternativo (AI Alfred) (2019-01 – Present)

Operated as a fractional strategic advisor, defining positioning frameworks, commercial narratives and thought leadership strategies for organisations across B2B and advisory environments. Full P&L ownership and strategic direction.

Founder & CEO at Fractal Mind (2017-01 – 2025-12)

Founded and led a strategic marketing consultancy delivering positioning, commercial narrative and market visibility mandates for regional and global organisations across B2B and regulated business environments.

• Developed competitive positioning frameworks and strategic messaging architectures enabling clients to differentiate against established players and communicate value to senior decision-makers
• Advised C-suite teams on thought leadership strategy, inbound pipeline generation and relationship-driven marketing aligned with business development objectives; coached Heads of Marketing and cross-functional teams in translating strategy into measurable programmes
• Designed and executed market entry and international expansion strategies, translating complex propositions into commercially relevant narratives across multiple jurisdictions
• Clients included adidas, Cetelem, Vodafone

Director, Brand Activation (MEA) at adidas (Global Brand Alignment) (2012-01 – 2016-12)

Directed multi-country marketing teams (20+ FTE) and managed $20M+ budgets across MEA, driving integrated brand initiatives across retail, wholesale, franchise and digital ecosystems.

• Coordinated regional brand execution across GCC, Levant and North African markets, adapting global campaigns to diverse market dynamics and consumer behaviours
• Supported regional brand positioning and market visibility initiatives across GCC, Levant and North African markets through integrated commercial and communication activities
• Coordinated cross-functional collaboration across commercial, retail, digital and brand teams to support integrated regional execution and market alignment
• Delivered award-winning campaigns achieving 66% share of voice vs Nike, +23% sales uplift and +86% revenue growth

Head of Marketing at adidas (2008-01 – 2012-12)

Repositioned adidas in Portugal, reducing competitive gap versus Nike and delivering +4% market share growth through integrated omnichannel, retail and commercial transformation strategies.

Senior Key Account Manager at adidas (2005-01 – 2008-12)

Delivered +25% sales growth across major retail accounts through strategic account development, commercial partnerships and integrated sell-in initiatives.

Early Career Experience at FNAC, Jerónimo Martins Group

Early career experience across FMCG, retail and consumer technology environments, including operational and commercial roles with FNAC and Jerónimo Martins Group across food, non-food, electronics, mobile and gaming categories, building strong operational, commercial and consumer understanding across high-volume omnichannel retail ecosystems.

MBA in Marketing – Abertay University