Amsterdam, North Holland, Netherlands
Global digital commerce and customer experience leader with 10+ years of experience building premium consumer platforms that drive growth, retention and long-term customer value. Currently leading experience strategy for adidas Running app, focused on acquisition, onboarding, retention and ecosystem growth across adidas’ broader digital landscape. Previously led CONFIRMED, adidas’ premium digital platform built around exclusivity, storytelling and high-demand product launches. Worked closely across product, merchandising, brand, operations and business leadership to create premium commerce experiences that improved conversion, engagement and customer loyalty. Also led CRM & Membership experience strategy focused on personalization, lifecycle engagement and customer lifetime value across millions of users globally. A core part of my leadership approach is maintaining close proximity to the consumer and translating customer signals into business decisions that drive growth. Across my roles, I’ve consistently used behavioral analytics, app store feedback, qualitative research, retention metrics and broader cultural signals to improve customer journeys, strengthen engagement and unlock commercial opportunities. Experienced in leading global cross-functional teams across product, marketing, engineering, merchandising, CRM and business functions within complex international organizations. Passionate about building digital ecosystems that feel culturally relevant, commercially impactful and deeply connected to customer behavior.
Leading end-to-end experience growth strategy for adidas Running, focused on acquisition, onboarding, retention and long-term customer value. • Building stronger ecosystem pathways between Running, adidas app, membership and commerce platforms to increase cross-platform engagement • Partnering closely with Product, Business, Marketing and Engineering leadership to define annual growth KPIs and strategic priorities • Using behavioral analytics, app store signals, consumer research and experimentation to continuously optimize customer experience and retention • Driving ecosystem growth through customer-centric product strategy and signal-driven decision making
Led global experience strategy for CONFIRMED, adidas’ premium digital commerce platform focused on exclusivity, culture and high-demand product launches. • Spearheaded the redesign of the CONFIRMED platform to align with adidas’ evolving premium brand strategy and future growth ambitions • Led high-profile global launches including Yeezy releases and Yeezy Day requiring close coordination across product, operations, merchandising and brand teams • Optimized customer journeys through behavioral analytics, retention signals, sell-through metrics and experimentation frameworks • Partnered closely with merchandising teams to improve product visibility, customer relevance and conversion performance • Built premium storytelling experiences that elevated product desirability, cultural relevance and customer loyalty • Defined long-term platform strategy by combining consumer insights, market signals and commercial performance data
• Led experience strategy across CRM, membership and loyalty ecosystems serving millions of global users • Partnered with performance marketing teams to improve customer acquisition, retention and lifetime value • Built personalization strategies using customer behavior signals and lifecycle insights • Redesigned lifecycle journeys to strengthen engagement, loyalty and repeat participation across the adidas ecosystem • Helped connect membership experiences with broader commercial and retention goals
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