Director Reporting and Marketing Intelligence, Digital Brand Commerce | Adidas Group
As Director of Reporting and MI, Graham is a leading member of the CRM team within the Digital Brand Commerce department of adidas AG. Having spent six years in Manchester with the adidas UK Ltd. sales subsidiary and twelve years at adidas HQ (Herzogenaurach) working in various business intelligence related roles, Graham has covered all aspects of the business from finance and sales, to planning and supply chain functions. During his time with adidas, Graham has gained deep experience with tools like MicroStrategy, Tableau, SAP BW, SAP HANA, EXASOL and more recently, in his CRM related role, has made the natural progression into the world of advanced analytics with exposure to SAS and R. Through an innovative approach to consumer profiling, the #DBC team at adidas generates a catalogue of ‘consumer DNA genes’, making these genes available for closed-loop feedback in campaign targeting tools as well as the adidas marketing business in general.