Kristen Laina White

Enthusiast
DISC Type : i

Chief Digital Officer (CDO) at Canyon Bicycles GmbH

Amsterdam, North Holland, Netherlands

Overview

Kristen is the Chief Digital Officer at Canyon Bicycles, leveraging over 25 years of experience from her time at Nike and Estée Lauder. She specializes in digital transformation, e-commerce, and customer experience, and holds a Bachelors degree from Boston University. Colleagues describe her as extremely smart and a true digital native.

Kristens social media activity reveals a strong passion for professional cycling, regularly posting about major tours and celebrating the athletes and teams her company supports. This suggests her professional role aligns with a personal interest in the sport and its culture.

During her tenure as VP/GM at Nike, she drove a 4X increase in digital commerce revenue into the billions.

Personality Overview

Story Driven

Optimistic

Consensus Focused

They are generally friendly, so be careful when relying on their word.  They are more about building relationships than just cutting deals. Unlike D or C types, they are convinced more by stories and testimonials.

Topics They Care About

Digital Transformation
A core theme of her career, she led digital transformation at scale for over a decade at Nike and now brings that experience to Canyon Bicycles.
DTC E-Commerce
Her entire career, from Nike to her current CDO role at direct-to-consumer brand Canyon, is focused on building and scaling digital commerce platforms.
Customer Experience
She started her career in design and is passionate about what happens after a launch, focusing on creating experiences that build long-term customer value.

Media Appearances

Canyon Bicycles hires former Nike digital specialist as CDO. Featured in OI Compass

See Now

Work History

8-2024
Chief Digital Officer (CDO) at Canyon Bicycles GmbH
8-2023 - 7-2024
VP Digital Commerce, Marketing and Data, EMEIA at The Estée Lauder Companies Inc.
1-2018 - 11-2022
VP/GM NIKE Digital Commerce (DTC), EMEA at Nike
9-2016 - 1-2018
Sr. Director, Digital Commerce Platform Growth, EMEA at Nike
7-2014 - 9-2016
Sr. Director, Global Digital User Experience at Nike

Education

9-1992 - 1-1996
Bachelor's degree from Boston University

More Information

Social Presence :

Prographics :

Exp : 29 Location : Amsterdam, North Holland, Netherlands Job Level : Leadership Designation : Chief Digital Officer (CDO) at Canyon Bicycles GmbH
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Insights For Selling To Kristen Laina

During A Call Or A Meeting

DO's

  • Maintain high, positive energy and convey confidence
  • Compliment them about their personality if you get a chance
  • Give them the opportunity to lead the conversation where possible

DONT's

  • Don’t be too formal with them, they trust informality more
  • Don't be critical or challenge them openly, they can react defensively
  • Don’t be excessively objective, be like a storyteller with them

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Kristen Laina is

  • Relationships and rapport matter to them, but so does the value of the product.
  • Will you ever get a clear answer from Kristen Laina

  • They will hardly ever say a direct no.

Insights For Deal Planning

    How fast (or slow) will Kristen Laina move?

  • Even when they are constantly engaged, they do not reach decisions quickly.
  • Can Kristen Laina take some risk or not?

  • If it seems really necessary, they can take small risks.

You And Kristen Laina

Personality Compatibility


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