VP, Digital Tech
Fernando leads and serves the Digital Tech team for adidas, where more than 1000 software professionals across the globe are responsible of designing, building and running the software that powers the eCommerce Digital Business for adidas. A business who moved in the last 8 years from 100M€ revenue close to 5BN€ in 2022 to be within the top 5 mono-brand e-commerce in the world.
That represents the most challenging and enjoyable task of his career, in a time when the macro-environment has never been so challenging. The tech transformation became a business transformation where all the adidas Department are embarked in a race for disruption, speed and nimbleness.
He’s a rusty coder, an amateur architect, but mostly a connector and community builder. Obsessed with measurement, feedback cycles and Continuous Improvement who has devoted his entire life to build software development teams, in Companies such as GFT or HP. He joined Adidas in 2015, first leading Global Software Development and later Platform Engineering. Playing a key role into designing and heading up the creation and setup of the new Software Engineering community that adidas has created across its 7 global tech hubs.