Irina is currently a Director Data, Marketing & Decision Science within the Europe Analytics team of adidas digital located in Amsterdam. She oversees several teams that are specialized in data engineering & data management, marketing analytics and decision science. Irina is passionate about enabling understanding of business opportunities through causal AI, as well as developing responsible AI & machine learning capabilities and embedding them into business decision processes. She has 12 years of experience in data, analytics & data science and has worked in line-of-business and consulting roles in a variety of industries (such as telecom, automotive, retail, market research).