Decathlon brings in technology veteran Jimena Almendares as new Chief Digital Officer

Decathlon has announced the appointment of Jimena Almendares as its new Chief Digital Officer.

Decathlon says that the appointment is in line with the retailer transforming its digital offering and putting technology at the heart of all business operations.

The aim is for each and every customer to enjoy an excellent digital experience when shopping with it, regardless of their touchpoint or location.

Almendares has held senior roles at firms such as Meta and Intuit. At Meta, she managed the world's largest customer experience/support organisation, overseeing services for 3.7 billion active users across apps, including Facebook, Instagram, and WhatsApp.

At Intuit, she served as the CEO of the subsidiary Intuit Payments, Board Member of Quickbooks Mexico, Vice President of Global Expansion, and Vice President of Payments.

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“We are building our next frontier. Through our North Star strategy, we are creating new ways to interact with our customers in fresh and exciting ways,” says Barbara Martin Coppola, Decathlon CEO.

“Our goals are ambitious, for people, societies and our planet. As part of this journey, I am very pleased to welcome Jimena to Decathlon.”

“An inspiring leader and former athlete, Jimena will be a tremendous addition to the executive team. She will bring her forward thinking international expertise and her smile to the company as we embark on a new journey to move people through the wonders of sport.”

“I'm thrilled to join Decathlon as CDO, drawn by the company's remarkable values - its people centric approach, dedication to sustainability and democratisation of sports. I'm excited to lead this mission and firmly believe that digital evolution will be key in our continued success,” says Almendares.

Almendares has replaced Jérôme Dubreuil, who held the CDO role since 2020, initiating the retailer’s digital transformation journey and shift from an information technology focused approach to a digital centric one.