Under Armor brings former Estée Lauder managing director to the top of the KI and Analytics department
The American sporting goods giant under Armor, Inc. has entrusted Liz Bacelar with the direction of his new Department of Artificial Intelligence (AI) and Advanced Analytics.
The former managing director of global technology innovation at the beauty group Estée Lauder will in her new position a team of data scientists: inside, engineer: inside and AI specialist: to integrate generative AI into all business areas of the company. Bacelar will usher in an “era of the generative AI” at Under Armor and closely work with CEO Kevin Plank, CTO Danny Miles and Patrick Duroseau, Vice President for Data Management and Analytics, to achieve “real effects”, reports the US journal for advertising AdWeek.
In her last position at Estée Lauder, Bacelar headed the group’s research and insights team and created analytical reports and briefings on industry trends, peak technologies and groundbreaking digital interactions. In addition, Bacelar was instrumental in the entry of Estée Lauder into the NFT and Metaverse area and did pioneering work for projects such as the metaoptimist NFT from Clinique.
With her many years of experience in the digital area, she developed and realized global innovation competitions, including two AI ideathons with over 700 participants: inside and a competition in the online sector with more than 200 start-ups. In cooperation with Microsoft, she played a key role in building a AI lab and led AI training initiatives for 500 employees: inside in five departments.
It is appointed by Under Armor at a time when more and more brands are investing in generative AI in order to strengthen customer loyalty and optimize the operating processes.
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