AI is not your competitive advantage. Knowing what to do with it is. Maryam helps senior leaders build the customer intelligence, data strategy, and decision frameworks that turn AI into measurable business growth.
Data & AI Strategy
AI that creates real business value.
Practical AI transformation from LLMs and agentic AI to responsible AI governance and AI-enabled analytics. Translating AI potential into decision-making frameworks and operating models for leadership teams.
- Pioneered adidas' first AI strategy, connecting machine learning directly to consumer and marketing decisions at global scale.
- Contributed to AI strategy at Zalando & enabled natural language SQL enabling non-technical teams to query complex data independently.
- Defined and implemented Data & AI strategy and operating models at Sky and Gostudent as part of the executive team.
Personalization & Customer Experience
Create personalized experiences that grow customer lifetime value
Designing personalization architectures, next-best-action engines, recommendation systems and 1:1 customer experiences grounded in behavioural, transactional and attitudinal data.
- Built advanced customer data models with activation infrastructure to personalise CRM, Web, App, and Media at adidas serving 100M+ consumers.
- Led hybrid customer segmentation and personalization rollout at Zalando connecting features to long-term business value.
- Designed next-best-action frameworks across digital touchpoints that increased engagement and conversion rates.
Data Mesh & Decentralization
Turn central IT bottlenecks into agile, domain-owned data products.
Designing decentralized, domain-driven data architectures where business units own their data as products unlocking speed, accountability and scale that no central data team can deliver alone.
- Led decentralization of central data platforms into domain-owned data products across marketing, product and commercial.
- Established federated governance models balancing domain autonomy with enterprise-wide standards.
- Coached engineering, product and analytics leaders into a true data product mindset.
Data Governance & Quality Foundations
Build the foundation that makes AI actually work.
Data architecture, catalogs, contracts, lineage and quality frameworks. The unglamorous foundation that determines whether your AI investments deliver value or quietly fail in production.
- Rebuilt data governance and quality foundations from scratch at Sky Germany powering trusted AI and CLV use cases.
- Implemented data contracts, catalogs and lineage enabling reliable downstream analytics and ML.
- Established KPI glossaries and shared definitions so business and data teams finally speak the same language.
Target Operating Models
Make data engineering, science, analytics and business work as one.
Designing how agents, engineers, scientist, analysts and business units collaborate fluidly across international offices — roles, rituals, decision rights and incentives that make the modern data stack productive.
- Built the global data operating model at GoStudent with 35+ experts across multiple geographies.
- Established agile, cross-functional teams at adidas connecting data science directly to consumer touchpoints.
- Designed federated and hub-and-spoke models for international, multi-brand organizations.
Change Management & Data Literacy
Upskill the executives so the organization actually adopts what you build.
Coaching non-technical executives and business teams on data and AI fluency so the modern data stack you design is actually used, trusted and embedded in everyday decision-making.
- Coached C-level and senior leaders across Sky, GoStudent and adidas on data-driven decision-making and AI fluency.
- Designed enterprise-wide data literacy programs translating technical capability into business adoption.
- Guest lecturer and frequent keynote speaker on data, AI and transformational leadership.
Customer Segmentation Strategy
Segmentation that drives decisions not just dashboards.
Bridging attitudinal and behavioural segmentation. Connecting segmentation to personalisation, growth strategy and customer experience.
- Led hybrid customer segmentation rollout at Zalando connecting features to long-term business value
- Built consumer value segmentation framework across 72 markets at Delivery Hero
- Developed segmentation frameworks at adidas contributing to €1B ecom sales with 53% uplift in conversion
Marketing Measurement, Experimentation & CLV
Measure what really matters.
Marketing measurement strategy, CLV modelling, experimentation frameworks, attribution and understanding impact beyond short-term metrics.
- Developed strategic CLV model for ROI measurement of acquisition and retention efforts at adidas, Sky and Delivery Hero
- Authored and implemented the Experimentation Playbook at Zalando
- Established a unified ROI measurement framework across global markets
- Built Media Mix Modeling and Attribution frameworks at adidas and Gostudent
Customer Data Strategy & CDP
From data chaos to customer intelligence.
CDP evaluation, first-party data strategy, customer data activation and data governance.
- Transformed Customer Data Platform at Sky
- Built advanced customer data models with activation infrastructure to personalise CRM, Web, App, and Media at adidas serving 100M+ consumers
- Expertise in MarTech ecosystems, first-party data strategy, GDPR & data governance