Can I have it?” We are working hard to change the conversation. Graven: Traditionally, a business leader comes to the IT leader and says, “I want to implement an asset management tool and I used to use this technology and it worked great. The job of those leaders is to help drive the digital capabilities of those departments. I have IT leadership embedded across all of our businesses and functions. Graven: I run the global technology team, and we report into the digital organization. My leadership team includes heads of engineering (ecommerce and apps), consumer engagement and digital commerce, enterprise technology, digital products, and advanced analytics. The team owns the P&L for the app ecosystem, and everyone in my group has a shared digital products and commerce revenue number. What organizational changes have you made?įipps: In 2017, we combined all of our digital talent under one organization, which I lead as chief digital officer. It took some time to see that those approaches can work together to unlock the value of the data.
Enterprise data people will take longer in order to get everything right, while the apps people move fast and find a test-and-learn approach more valuable. Graven: We learned that the culture of a start-up app company in Austin or San Francisco is different from the culture of an enterprise technology and e-commerce teams the teams think about data very differently. In 2015, we were a $4 billion global retail company with multiple channels, so we re-platformed the entire company on SAP HANA, reduced our own data center footprint, and moved to an agile development model. When we first implemented an ERP in 2005, we were a $250 million domestic wholesale apparel company. Graven: Our digital transformation is also fueled by a complete modernization of our systems to an omni-channel model.
Paul Fipps: For the last couple of years, our strategy has been to put the consumer at the center of everything we do: How are we engaging customers? What do they see as our core strengths? How do we deliver immersive experiences? What is their relationship with our brand? Martha Heller: What is Under Armour’s digital strategy? Graven, senior vice president of Global IT, walk us through the cultural, technical, and business model changes that made their transformation possible. Paul Fipps, chief digital officer, and T.J. Under Armour started out as a wholesale apparel provider and is transforming itself into a digital business that uses data to help customers achieve their fitness goals.
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