• Identified and validated new venture models tapping into the creator economy for Adidas, influencing leadership awareness of future trends. Established Strategic Design as a growth practice using strategic design, foresight, sizing and CX-level engagement to positions the brand for success and cascading new opportunities across units.

  • Reimagined the experience design strategy for Adidas loyalty program, integrating perks like 3rd party subscriptions and retail services for points. Co-developed a design and product roadmap, aligning cross-functional teams and levels of viability and desirability. Introduced new in the industry loyalty rewards through delivery of new product features.

  • Developed a digital ecosystem and strategic priorities for Adidas women unit, based on thorough research and success metrics clarification. Partnered with cross-functional teams to embed new experiences into quarterly projects influencing ’23 strategy and resolving data governance challenges.

  • Led brand content and PR strategy for fintech Peaks expanding into international markets, securing media coverage across tier 1 European press and increasing online share of voice within a few weeks. Expanded market reach and improved cultural relevance in the app flows, driving user engagement and adoption through consumer and cultural focus.

  • Joined the Confirmed team to develop a new design strategy for a luxury online shop redesign, based on field research and engagement data analysis. Prioritized small-scale improvements for validation points to drive customer retention and behavioural change to accommodate new business needs.

  • Defined the AI strategy for Adidas Customer Support chatbot, driving conversational design as well as product strategy and roadmapping. Lead a team of 4+ to rapidly turn Adidas' chatbot from a bad NPS-gatherer to a positive gateway to optimize CS agents workflows and guide consumers through self-service.

I've been living in Amsterdam and working at the intersection of consumer brands and digital experience for the past 5 years—across design, product strategy, innovation and brand expression. Currently, I’m a senior experience designer at Adidas and social impact fellow with the School of International Futures.