Irina is currently a Director Data, Marketing & Decision Science within the Europe Analytics team of adidas digital located in Amsterdam, the Netherlands. She oversees several teams that are specialized in data engineering & data management, marketing analytics and decision science. Irina is passionate about developing machine learning capabilities and embedding them into business decision processes, with the goal to inform and enable high-impact decisions. She has over 11 years of experience in data & analytics and has worked in line-of-business and consulting roles in a variety of industries (such as telecom, automotive, retail, market research).