Since 2021, I have held various roles at adidas, spanning design, strategy and innovation. In late 2025, I became adidas' first Personalization Experience design director, leading a team of 9 talented designers, content designers and researchers. We partner with advanced tech, product and data to create adaptive interfaces that help all adidas consumers feel inspired, curious and valued.

Previously, I led the design of adidas' first consumer services conversational AI products and unlocked new value areas in the post sales space. Before that, I was the communications lead of fintech app Peaks. Previous to the corporate world, I was once a journalist, a media producer and a communications associate (beyond librarian, which was my first job at 16 years old). For CV and detailed background it's better to check my Linkedin or connect directly. 

In 2024, I was awarded the Next Gen Foresight Practitioners fellowship by the School of International Futures, researching just transitions and rural development and policy. This work led to me to co-lead the Rural Futures Hub with NGFP, a space for dialogue and practice with worldwide foresight and field experts. My short book on situated just development is soon available to purchase, and contains my experience and work as a field practitioner in just transitions. 

I also take part in social-led initiatives and grassroots projects, like food co-op BuurtBuik and teenge girls empowerment Project Fearless, where I am a long time friend and educator. I love working with pioneers, visionaries, mad scientists, underdogs, community organisers and friends to solve the right problems creatively. Because of this, I have an incredible network of incredible people turning incredible ideas into ripples of change.

In 2026 I am investigating independent media publishing ideas, studying advanced AI at the Technical University of Munich and training for an Oceanman in late summer.

You can contact me at [myname][surname][d]@gmail.com.