The Director of Reporting and Analytics at adidas AG, Graham Sharpe is a leading member of the CRM team within the Digital Brand Commerce department of one of the largest and most successful sportswear companies in the world. His 19 years of experience in sales and BI-related roles at adidas has allowed him to have an insider's look at all aspects of this global business, from finance and sales to planning and supply chain functions.
Graham has a deep understanding and experience with numerous data-driven tools such as MicroStrategy, Tableau, SAP BW, SAP HANA, and Exasol. His CRM-related role has allowed him to make the natural progression into the world of advanced analytics with exposure to SAS and R.
Through an innovative approach to consumer profiling, the Digital Brand Commerce team at adidas generates a catalogue of ‘consumer DNA genes’. The team makes these genes available for closed-loop feedback in campaign targeting tools as well as for use in web site personalisation and to the adidas marketing business in general.