Samantha Jacobs

• • Led digital strategy and execution supporting a €5B+ global eCommerce business across multiple markets.

• • Partnered with commercial, merchandising, and marketing teams to identify and scale key growth levers including conversion, personalization, and digital experience.

• • Drive prioritisation of a multi million euro global investment portfolio, aligning technology and product initiatives to revenue growth, customer experience, and platform scalability.

• • Acted as a strategic partner to senior leadership on multi-year digital strategy, investment decisions, and transformation roadmap.

• • Owned global product strategy and roadmap for adidas.com and reebok.com, supporting hundreds of millions in digital revenue.

• • Drove conversion and engagement through data-led experimentation, A/B testing, and personalization strategies.

• • Partnered with digital marketing, merchandising, and analytics teams to optimise performance across key markets.

• • Led and developed a team of product leaders, while aligning cross-functional teams across product, UX, engineering, and commercial functions to deliver against growth priorities.

Led the development and launch of key product features improving product discovery and conversion across two global brands.

Owned end-to-end delivery, coordinating releases across engineering, UX, and market stakeholders in an agile environment.

Managed external vendor partnerships to accelerate delivery and enhance product capabilities.

Led and developed a team of 3 product owners, strengthening execution and cross-team alignment.