adidas — Global Digital Experience & Design Operations

adidas — Senior Global Digital Experience Manager · Senior Project Manager · Senior Product Manager

Herzogenaurach & Amsterdam · 2018 – 2023

Five years across three roles at adidas global headquarters, leading digital transformation, customer engagement and design operations across web, mobile and retail — for both adidas core commerce and the world’s most-watched sneaker partnerships.

Senior Global Digital Experience Manager — Digital Transformation & Customer Engagement

Herzogenaurach · 2018 – 2022

Led digital transformation initiatives focused on customer engagement, ecommerce optimisation, and omnichannel innovation across adidas global commerce platforms.

• Developed and launched the ‘Wait Less, Shop More’ booking platform during COVID — improving retail experience, customer engagement, operational efficiency, and omnichannel performance.
• Delivered the Size & Fit digital solution using consumer data and behavioural insights to improve customer confidence and reduce product return friction across high-volume commerce environments.
• Drove digital activations and consumer journeys for YEEZY drops, including the Yeezy Day US — $35M+ generated in a single day over 15 continuous hours, selling 20+ models.
• Led a team of 6 Digital Experience Managers + 2 Publishers across Germany and the Netherlands.

Senior Project Manager to VP Digital Experience Design Head Office

Amsterdam · 2022 – 2023

Partnered directly with VP-level leadership to establish structure, operational maturity, and scalable governance across the global Experience Design organisation.

• Built PMO frameworks, operational tooling, and strategic workflows to improve collaboration, visibility, and delivery alignment across global design teams.
• Set up Teams and SharePoint for the entire Design org; ran leadership meetings, offsites, and the Experience Design Summit.
• Shaped organisational strategy, operational direction, and long-term design maturity initiatives.

Senior Global Product Manager & Design Operations Lead — Digital Innovation

Amsterdam · 2022 – 2023

Directed global digital experience strategy across the CONFIRMED app and adidas omnichannel commerce ecosystems — driving seamless customer journeys across mobile, ecommerce, and retail.

• Led the ID2.0 initiative — data-driven personalisation contributing to measurable improvements in engagement, retention, and digital experience consistency.
• Rolled out a Figma template guide with a live feed, increasing team performance across the wider Mobile Apps, Hype & Digital Retail team.
• Defined end-to-end processes to manage strategic projects within Experience Design.

Partnership work

YEEZY · Y-3 · Prada · IVY PARK (Beyoncé) · Pharrell Williams · Palace · Alexander Wang · Terrex · Confirmed

Capabilities applied

Digital Experience · Product Strategy · Design Operations · Ecommerce · App Strategy · Personalisation · PMO · Team Leadership

See individual project case studies →