Amsterdam, North Holland, Netherlands
Hey there! I am an experienced Product Owner with a strong background in mobile app development and leading scrum teams. Skilled in leading cross-functional teams, analyzing data, and identifying customer needs to develop successful apps. Adept at using Agile methodologies to prioritize and manage product backlogs. Passionate about creating innovative solutions that delight customers and drive business growth.
- Drive end-to-end product delivery for upper-funnel experiences across app and web, including personalized product recommendations (e.g. grid recommendations and “complete the look”), developed through close collaboration with Data Science and informed by user research. - Drive outfit discovery experiences such as “Shop Your Look,” integrating market-driven content and employee-generated styling from key regions like Japan. - Scaling UGC (user-generated content) capabilities across platforms to deepen consumer engagement and authenticity. - Own landing page experiences across app and web—key entry points for users engaging with the brand—to optimize discoverability and conversion. - Ensure accessibility compliance in line with the European Accessibility Act (EAA), making the experience inclusive for all users.
- Leading the implementation of a data-driven cross-channel personalization strategy: implementing 1-1 personalised product and content recommendations as a red thread through the app experience enabled by a strong culture of experimentation, UX research, and data science collaboration. - Delivered a hyper-relevant, adaptive experience combining 1:1 product recommendations, personalized outfits, and localized campaigns, leading to +25% campaign CVR, +4% add-to-cart rate, and +58% higher content engagement. - Rolled out globally in 30+ countries, establishing personalization as a core growth engine and strategic foundation for adidas’ digital consumer experience. - Pioneering the strategy and implementation of a cross-channel CMS (Future of Content) to build personalised consolidated experience across app and dotcom. - Leading a team of 15+ tech team members and being responsible for delivery and rollout
- Led and build the adidas Retail App from scratch, improving user engagement and repeat usage for in-store shoppers by bridging online and offline experiences. - Enabled features such as stock checks, Click & Collect, and real-time product browsing, resulting in +10% store revenue uplift, NPS growth from 5 to 9, and €5M+ incremental revenue. - Collaborated closely with store staff, UX researchers, and engineering to optimize frictionless checkout and loyalty-driven behaviors. - Successfully rolled out the experience in EU, NAM, CIS, APAC in adidas own retail stores and franchise stores. - Significantly increasing the user engagement and usability to drive online-to-offline sales across the globe by incorporating feedback for improvement.
- Product Manager for adidas GMR (Gamer) app, an industry-first product connecting real-world football movements (via Google Jacquard smart insole) with FIFA Mobile to unlock in-game rewards. - Led full product discovery, including UX research, user interviews, design, and experimentation, while managing compliance, legal, and data privacy for global readiness. - Owned the technical delivery, including complex Bluetooth integration with the GMR chip, enabling seamless tracking, syncing, and validation of football-specific movements. - Presented GMR in-person to adidas’ CIO and in public launch videos, driving internal buy-in and external buzz; launched in 25 markets, delivering a breakthrough in gaming and sports tech. adidas GMR is a new way to play connected – on and off the pitch. The physical part of GMR consists of the GMR insole and the Jacquard Tag detecting your on-pitch moves and actions (kicks, passes, ball speed, player movements). You put the tag into the GMR sole which you can put in any footwear, you go outside and do GMR football challenges.
- Managing the GLITCH app experience in the EU market, delivering a referral-based exclusive product that created a viral loop, driving engagement and brand loyalty. - Led an agile SCRUM team of 8 members, managing sprints, prioritizing the backlog, and ensuring continuous delivery of improvements based on user testing and analytics.
- Product ownership of the adidas UNIVERSE app for the CIS market. - Building the foundation of the adidas Membership experience to increase engagement, conversation retention rate of our users. Uplifting AOV across the digital touch points by offering users a premium experience with Membership rewards.
Internship and master thesis with adidas Group (IT Innovation). Research topic: “Creation of a Service Portfolio for Health- and Fitness Applications to change the Behavior of Non-Movers”, Grade: 1.0
Project Management and organization of events for vendors such as BMW, Daimler, Messe Munich with > 5000 guests.