Celine Del Genes, Global VP of Business and Marketing Planning for Adidas/Reebok, Cooking Fan, and U.S.-based French Citizen   

Celine Del Genes manages below to exhibit that Gallic sense of charm and joie de vivre (she lists the simple pleasures of walking and embroidery as ways to de-stress), while still sharing serious business rules and tenets. Born in Paris and raised in Provence — that area of France that holds particular allure for vacationers, and has been the subject of many books – she is now the Global Vice-President CtC of Business and Marketing Planning for Adidas/Reebok, in Canton, Massachusetts. To that New England locale she brings a modicum of French customs, like drinking liters of mineral every day – when not in meetings about generating earnings and the latest market allocation figures.

DelGenes attended the EDC Business School in Paris, whose Luxury Brand Marketing and International Management MBA program is ranked 9th worldwide, and where one of the requirements for graduating is to pass exams written entirely in English. She went on to work on three different continents, eventually ending up in the U.S. for Adidas, the German global holding company whose many brands include Reebok (Adidas’ 2012 revenue was listed as 14.88 billion euros, or about $16 billion).

In addition to sharing an endearing fondness for chatting with the cleaning person when working late – and how that type of interaction holds an important lesson about the workplace — DelGenes counsels against bad-mouthing, gossiping and constantly withholding information at the office. She also offers original specifics on how to draw in consumers, and believes it is crucial to invest in your workforce, for the simple reason that they “drive the future of your business.” Read more below about this sports fan, devotee of meditation, quoter of Antione de Saint Exupéry and Winston Churchill, and person who drives along “the back roads” when she needs to gain some mind-rejuvenating clarity on life and business matters.

Can you tell the readers a little bit about yourself?
I consider myself an “international citizen,” and am originally from France. I love life, family and friends.  And while I cherish my origins, I have a bit of an adventurous/exploratory mindset; I enjoy traveling and discovering new places and cultures. I am curious, I like to learn, discover, and gain knowledge, in all aspects, personal and professional.

What does a day in your shoes typically look like?
Many days I start by reading emails while still in bed, and I like to be in the office prior to most, so I tend to be at my desk by 7:30 a.m., and definitely before 8 a.m.  Then I have a lots of meetings on various topics, plus calls with key markets; follow-up on the latest marketing allocation; planning of future milestones for next seasons; and preparation for senior management reviews.

Then I traditionally block time at the end of the day for my team to reach out to me if they have questions. They tend to know that after 5 p.m. I will be at my desk, and the door is open for them to drop in if they couldn’t reach me during the day.

I generally leave the office by 7 p.m., and I enjoy having dinners with friends in the evening.

What 2-3 things do you do to prepare yourself before work, and is there anything you try to accomplish every day?
I have recently started meditation in the morning to start day positively and centered, and it has helped me. While on my way to work, I try to be a good daughter and call my mum, I know it makes her day to have that catch up.  There is more than work in life!

I try almost every day to remind myself on how lucky I am. I am grateful for what I have – family, friends, work, life.  At times I feel that our modern society is all about fast and furious, so I like to slow down and be thankful.

What is your breakfast of choice?
During the week, I tend not to have breakfast. For me breakfast is a time to enjoy (I am after all from the French culture of foodies!), and therefore I enjoy breakfast on the weekend. But being celiac, I unfortunately can no longer enjoy a nice croissant or pain au chocolat — now it is more a nice gluten-free bread, with homemade confiture (jam) brought back from France, and a nice cold cacao milk drink.

What are your rituals or tips for staying energized and motivated? 

• • • Drinking a lot of water (French Mineral Water, I stay true to some of my origins) — at least 1.5 liters every day. I believe being hydrated helps to perform.
    • Walking, on weekends, during the week. – it’s the best way for me to clear my head, re-center myself and be positive.
    • Sometimes, I drive to work with no radio or music just focusing on myself, the drive, and the surroundings — so I try to I take the back roads, and enjoy nature.

What is the favorite part of your job?
Being exposed to the world – not one country is the same as another!

What and who inspires you at work?
ReebokOne Community is a key component of our values and way of working. The sports industry in general is an amazing environment to work in – it encompasses a competitive mindset, challenges, and fun.

In terms of inspiration from people, my team always inspires me, their desire to learn, to achieve and grow is exceptional. They are a great source of motivation to be a better leader.

And it might sound cliché, but consumers do inspire me – i.e. how we bring to life a unique experience, and generate a genuine connection with consumers, is certainly inspiring. How to do that? Take away the gimmick marketing approach and bring authenticity into the conversations – and drive business by establishing values and principles that you would live by at work and beyond.

Do you have a ‘Power Outfit’ that you wear for a big meeting or important work event?
I don’t! I believe in wearing clothes that you feel good in, and that can of course vary between days, seasons etc. So no go to outfits. But I have a lot of shoes, and I love wearing some killer heels on certain occasions.

What is your favorite leisure activity after a stressful work week?
I have a few:

• • • Walking — An easy form of exercise, accessible to all!
    • Cooking — I love having friends for dinner, making some home recipes, cooking a last-minute meal, and enjoying great food.
    • Embroidery — Mainly in winter.  A beautiful way to relax and be creative at the same time.

How does your culture/background influence your work?
I have always loved sports — as far back as I can remember, I was a sport addict and fanatic (from practice to watching, all of it!), so landing in the industry was a natural move for me. And with that goes sportsmanship values and attitude; I believe in values; you need to be able to face yourself in the mirror every day knowing you have given your best, treated people with respect (no matter their level, position or influence), and addressed challenges with honesty.

I do not accept the injustice of giving recognition to people who don’t deserve it – who have taken someone’s work and pretended it is their own. Instead, I value “team” — team work, team spirit, attitude. I also recognize individual efforts, but those need to be for the benefit of the group!

How many times have you changed your career direction?
In the past fifteen years, I have lived on three different continents, have had more bosses than I can remember, and have held very different positions. The most noticeable change, though, was a few years back, when I decided to break from the pure Brand Marketing discipline, and gain more exposure to the Business side of the equation – shifting from managing the spendings to generating the earnings.

What has been the biggest obstacle in your career, and how did you overcome it?
Like anyone, I have faced many obstacles and hard times: from a boss that I believe did not want me on the team and made my life miserable for a while, to being rejected for a job that I thought I was capable of doing.  Yet ultimately, I consider that those obstacles are what made me stronger and drove me to become a better leader. I tend to call myself a “positive realistic” — so I would rather think about the positive aspects of challenging times, and not dwell on what could have been better or different!

What are your most steadfast ‘don’ts’ rules regarding work and the workplace, and what are your most cherished ‘do’s’?  

Don’t’s:

• • • Dress code: dress appropriately — we are not going for drinks or partying when in the office.  I have also seen people coming into the office with competitive brands.  That, I think, is very disrespectful not only of your colleagues, but also of your own work!
    • Bad-mouthing and gossiping: respect everyone (again no matter level, role or influence).  When I stay late, I enjoy chatting with our cleaning guy…he is always smiling, has a kind word and one way or another always leaves me smiling. Those little moments are precious!

Do’s:

• • • Respect is a key one for me. Share and communicate; I am not about withholding information (except confidential obviously).  Some people treat information as a source of power, but I try to treat it as a source of empowerment.
    • Invest in people. Not only will they give back hundredfold what you have invested, but you are driving the future of your company when you do this.

What are the most important qualities of a good leader?
Being a visionary.  One of my favorite authors is Antoine de St Exupéry [the author of The Little Prince] — and he once said “A rock pile ceases to be a rock pile the moment a single man contemplates it, bearing within

him the image of a cathedral.” Being able to visualize a pile of rocks being built into a huge building: that’s the power of a visionary leader — being able to see beyond the obvious, and drive the long-term future.

Also, having great communication and people skills: having empathy and caring about people is critical in my opinion. You have to inspire and drive the troops to rally behind your idea.

What are the unforgettable traits of role models who have inspired you most?
The qualities of being genuine and honest; being driven, ambitious and a competitor at heart; and as noted above, being a visionary.

How have mentors impacted your personal and professional development?
Interesting! I have never requested a mentor. But I have used a closed network of people I highly respect and trust, and who have influenced me greatly. Some have recommended changes in my career, others have opened my eyes to opportunities, still others have highlighted skills that I had not yet leveraged fully.

What are three questions you like to ask during an interview to know if the candidate (or job) is the right fit?

• • • “How would your best friend describe you?” [If you answer all about work, I will guess that either you have not listen to the question or that your best friend is lacking friendship :)]!
    • I like to get the candidate to describe what is their ideal job (today, not in five years’ time).
    • Lastly, I enjoy asking “If you were to meet someone you have not met yet, who would that be?”  I have heard some very touching answers, showing a side of the personality you would not necessarily see during an interview.

What advice would you give to women starting their careers?
Accept that you are more powerful than you think. Challenge yourself to raise above your own expectations.

What book would you recommend for women just starting their career?
Women, Work and The Art of Savoir Faire by Mireille Guiliano.  She is an inspiration, and definitely provides some great advice for women. I have offered it many times to women I mentor!

What is your favorite quote you try and live by?
“Success is not final, and failure is not fatal — it is the courage to continue that counts.” Winston Churchill