Nike puts a chief digital officer on its team
February 11, 2016 05:02 PM
In its race to hit $7 billion in online sales and $50 billion in total revenue by fiscal 2020, Nike has hired its first chief digital officer.
The athletic shoe and apparel retailer this week named Adam Sussman, who was Nike’s head of global strategy and development since 2014, to the newly created position. He will report to Nike brand president Trevor Edwards.
Sussman will head the team responsible for digital products and services across Nike.com, the Nike Plus loyalty program and brand digital platforms, and that group also will focus on Nike’s consumer engagement, the company said. Nike is No. 61 in the Internet Retailer 2015 Top 500 Guide.
Sussman worked at social gaming provider Zynga Inc. from 2012-14, where he had global responsibility for marketing, sales, product strategy and user acquisition. He also had held multiple positions in the interactive gaming and entertainment industries, including EA Mobile and Disney Interactive.
“Digital offers a fundamental transformation of our business, as we create an industry-leading digital ecosystem that flows through all that we do,” Edwards says. “Adam’s wealth of experience in digital, consumer technology and strategy leadership makes him the perfect person to tackle tomorrow’s challenges today.”
In October, Nike executives told investors they intend to grow web sales 600% within five years to $7 billion from $1 billion. E-commerce accounted for about 3.9% of total sales of $30.6 billion in fiscal 2015, but the athletic gear manufacturer plans to grow sales to $50 billion by fiscal 2020, with online sales generating nearly a third of that nearly $20 billion in projected growth.
Part of Nike’s growth strategy involves rolling out mobile shopping options for smartphone and tablet shoppers in the U.S. and abroad. It also plans to implement omnichannel features that more closely link its stores to Nike.com so shoppers can see and buy all available Nike products, regardless of whether they are shopping online or in stores.
In the fiscal second quarter of 2016 ended Nov. 30, Nike said web sales increased 50% when factoring out the impact of currency fluctuations. It did not release online sales figures, but fiscal Q2 total sales increased 4.2% to $7.69 billion from $7.38 billion in the fiscal Q2 2015. Nike in that same quarter also launched localized e-commerce sites in Canada, Switzerland and Norway, and more recently flipped the switch on sites for consumers in Mexico, Turkey and Chile. In all, Nike has 44 country-specific sites plus a site for Africa and one for the Middle East.