Xin He

• Manage adidas China’s loyalty program, CRM (Retail & eCommerce) and consumer activations • Lead CRM system implementation and eCommerce integration, pioneer system connectivity with Tmall • Manage consumer engagement programs and PR events for flagship stores such as running club, women’s training, fashion show & styling, integrated with media, PR and social media amplification; the events take place in high frequency throughout the year • Initiate co-op programs with leading banks, media, consumer brands, sports groups, F&B partners and shopping malls (all set up from scratch) • Partner with digital agencies and data analytics boutiques for innovative consumer insight and engagement programs • Drive Omni-Channel (O2O) project, including in-store eCom, ship-from-store, click-&-collect pilots • Lead a team of 4 direct reports, reporting to Retail VP of adidas China

• Project manager for key retail projects at adidas China, including store operation enhancement at key accounts, formulation of retail strategy and setting up retail activation programs from scratch (2012.11-2013.9) • China Go-to-Market & brand communications manager for Y-3 and SLVR labels: managed marcom, PR events and social media programs; managed partnership with Chinese distributor; coordinated e-newsletters and promotional programs with eCom partner Yoox China (2012.4 -2012.10) • Go-to-Market manager - adidas NEO Label, managed the roll out of global marketing campaigns to markets worldwide; briefed global brand and product teams for new season’s expectations on behalf of markets (2011.10-2012.4)

• Led annual budgeting (EUR 25 billion annual turnover) with a cross-sector and cross-functional team • Drove global efficiency improvement projects led by Group CFO • Drove and monitored the implementation of group strategic plan - Vision 2010 • Prepared annual reports and quarterly financial press releases • Reported to Group Controller/SVP, in a team as the company's top finance talent pool

• Responsible for business planning for Central & East Europe, Middle East & Africa and ASEAN • Oversaw regional business analysis and controlling for the regions • Ensured double-digit profitability and solid customer credit records when sales grew nearly 20% across the region in 2006 and 2007

Asia Pacific Management Trainee Program with rotations in Hong Kong and across China