Portland, Oregon, United States
A seasoned technology and design leader/innovator in the fields of e-commerce, mobile apps, CLTV growth, and leveraging new technology (agentic AI, blockchain, etc) for industry disruption. As the former GM of the adidas Digital Sports subsidiary (previously Runtastic) and VP, Consumer Experience for adidas, my team of 250+ professionals create cutting-edge apps and platforms that help millions of people lead healthier and more active lives, celebrate global sports moments, find the products they desire, and keep our global business efficient and data-driven. Our mobile app platforms have grown from 300m to 1.8b+ in sales in five years.
adidas Digital Sports (formerly Runtastic) produced top-ranked health and fitness apps used by tens of millions of consumers, pioneering a culture of innovation and data-informed design as part of the adidas Digital team. Our apps power AdiClub (the only loyalty program in the world that allows you to level up with exercise and purchasing), and adidas Runners, a global community of running clubs in 70+ cities. We set the bar high with our activations - our team set the world record for the largest athletic event and biggest participatory environmental movement (Run For The Oceans, 6.7m+ participants). As CEO and Managing Director, I was responsible for the P&L of digital products/subscriptions, managed 250+ employees, partnerships with fitness hardware and virtual world partners, and oversaw the alignment and consolidation of all teams with adidas HQ. Championed teams to perform a platform consolidation to move 28 apps to 2, build a CLTV model that drove global shoe and apparel sales, and integrate into global teams and processes.
Led and managed global teams for adidas Digital in design/user experience, user research, consumer segmentation, Confirmed (fashion/streetwear digital experience), the Running App (health and fitness), e-commerce and mobile sales, and the ominchannel/retail digital experiences in 30+ countries. Shifted strategy to drive profitable growth through repeat sales, increasing Customer Lifetime Value (CLTV) and Average Order Frequency (AOF).
Led a talented product/design team in Amsterdam/Germany/Spain/Austria/USA for all mobile app experiences (flagship adidas app, CONFIRMED, adidas Running, etc.), connected sports and gaming, web3 #movetoearn, hype/exclusives, digital retail experiences, circular services and sustainability, and innovation/incubation of new digital business models and consumer experiences. Grew mobile revenues from 300m to 2b+.
STEP’N is the biggest NFT/blockchain project in the world. This #1 web3 lifestyle app combines game-fi and social-fi elements to create a digital economy where players can earn crypto by walking, jogging, or running. Based on multiple blockchain technologies (SOL, ETH, BNB), STEP’N is a pioneer in #movetoearn, adapting #playtoearn tokenomics to create healthy habits and offset carbon emissions.
Joined the founding team at Brilliant, building teams in product management, marketing, e-commerce, design, user experience/usability testing, QA, tech biz dev, and customer support. Worked with an amazing technology team to create the award-winning Brilliant Control, a smart home touch and voice control system that is installed just by replacing a light switch. Ran the pre-order campaign (sold out in 16 days), helped raise our $21m Series A from August Capital, then built up the teams for a successful launch in Sept, 2018.
PAX Labs (and now JUUL Labs) is a Silicon Valley company disrupting Big Tobacco and the cannabis industry through innovative technology and design. I joined as the Chief Marketing Officer (later promoted to COO), launching the PAX 2 (#1 brand in portable vaporizers) and the nicotine salt-based JUUL eCig.