Mirko Tosoni

Portrait of Mirko Tosoni

I help grow consumer brands that take people into experiences that matter.

The brand gets them in. The feeling brings them back.

Eleven years across Nike, intern to Director, then Head of Marketing and Community at WaterBear. I work across brand marketing and strategy, community engagement, impact programs, product marketing and growth. Mostly in sport, outdoors, nature, impact and travel, and open to explore new industries too.

Selected work

6 PROJECTS
Program design
Nike x School Milano participants

Nike x School: an innovative running program that grew 20x in a year

Program design

200 → 4,000 students in one school year

Nike · 2018–2020

The goal was to slow the sport drop-off among young people in Milan. I led a program built inside schools that grew from 200 to 4,000 students in a single school year.

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Brand, culture & influence
Aurora Ramazzotti running in Milan for Nike

Nike Italy's best-converting influencer campaign on record

Brand, culture & influence

+6pt favourite running brand 

Nike · 2018–2020

Running in Milan read as male and middle-aged. I led a long-term campaign with Aurora Ramazzotti to change who the sport was for.

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Product-led growth
Higher retention, higher impact

+68% daily active users by turning watching into doing

Product-led growth

Higher retention, higher impact

WaterBear · 2025

Impact content makes people feel something, then do nothing. I co-built an impact marketing framework that turned watching into action, working hand in hand with the product and partnerships teams. Engagement climbed.

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Localisation for scale
NTC Live EMEA — runners in Milan

EMEA digital product features that scaled across the world

Localisation for scale

Built in EMEA, adopted Globally

Nike · 2020–2022

I led the launch and operationalisation of Nike Training Club Live across EMEA, live workouts on the NTC app, and the localisation of the first non-English Audio Guided Run library. Both became case studies that got picked up worldwide.

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CRM optimisation
Braze CRM

$160k saved a year, and retention went up, not down

CRM optimisation

Quality and results over the easy route.

WaterBear · 2024

WaterBear's CRM was expensive and underperforming. SAP Emarsys was the wrong tool for our needs. After weighing the alternatives, I ran the full migration to Braze, cut $160k a year, and improved both retention and email performance.

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Infrastructure build & AI
La Bendessa product site

I build the tools, not just the brief

Infrastructure build & AI

Shopify, Lovable, n8n, and more.

Freelance & personal projects · 2023–present

Most marketers can brief a build. I like to ship them too: an organic farm's e-commerce and back office, a daycare finder, an automated job scanner, this site, and more.

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About

Mirko Tosoni looking up at mountain cliffs

I'm Italian, based in Amsterdam, husband to Benny and dad to Bruno. When I'm not working you'll find me strolling along the Amstel, hiking, or up at La Bendessa, the organic farm-stay I help out with in the Tuscan-Emilian Apennines. I write about marketing and impact at The Curious Impact Marketer on Substack.

I work across brand marketing and strategy, community engagement, impact programs, product marketing and growth, and I like it that way. I like to ship the tools I work with and recently I've done a few: a Shopify store for an organic farm, its back office with Lovable, a daycare finder on Lovable, an automated job scanner on n8n, this site, and more.

In their words

A few words from managers, peers and people I've led, at Nike and WaterBear.

The highest compliment I can pay you is that, when drafting the values for the company, I chose you as one of the example team members I would shape our values on.
Jonny Siskind, Chief Operating Officer, WaterBear
Mirko has taken full ownership over strategies, campaigns, processes and workflows throughout the year, and has shown to be very strong at cross-functional collaboration.
Maria Correa, VP of Marketing, WaterBear
Your can-do, curiosity-first mindset gets you places. You joined from a tactical PM position and suddenly got asked to run a whole product-market-fit research, which you picked up with ease. You navigate very smoothly between in and outside your comfort zone.
Bram Krommenhoek, VP of Product, WaterBear
Mirko brought a vibrant, positive energy to the entire product team. He showed exceptional leadership, coordinating with all stakeholders and bringing together diverse talents to deliver the work successfully.
Christina Hink, Senior Product Manager, WaterBear
Mirko's sharp marketing vision and clear strategic thinking brings a lot of value to the team. His energy and ongoing optimism allow the work to be done in a great dynamic, where each individual feels valued and recognised. An inspiring leader who builds trust wherever he goes.
Manon Rossi, EMEA Digital Marketing Manager (Running), Nike
Mirko was an exceptional manager from day one, encouraging me to be my best self while giving space to my ideas. When the team needed it, he stepped in as a director and helped us navigate a challenging time with a positive attitude. Any team will be lucky to have him.
Elina Strokina, EMEA Digital Specialist (Women's), Nike

Get in touch

If you're hiring, building a brand, scoping a project, or just want to exchange ideas, I'd love to chat.