French retailer Decathlon welcomed a new director of digital to its team in August 2023: Jimena Almendares who has replaced Jérôme Dubreuil. The Mexican executive had been working for the Meta group (Facebook, Instagram, Whatsapp, etc.) as director of customer experience since 2020.
In the course of her career has worked at Intuit (business management software), as well as for the OK Cupid dating site and the Capgemini consulting firm.
“With more than 20 years’ experience focused on innovation, Jimena brings to Decathlon a wealth of managerial expertise and know-how in leading multi-disciplinary teams spread across several geographical areas. Her career path has been forged in 16 countries, leading her to successfully build teams in North America, Latin America, Europe and Asia, and to develop an exceptional international and multicultural vision,” explains the northern-based group in a press release.
Her role at Decathlon will be to improve the user experience and make sure that digital is effectively incorporated into every aspect of the business.
Decathlon, which has 1,751 retail locations worldwide and 325 in France, projects 12 per cent sales growth to reach € 15.4 billion in 2022. The Internet is responsible for 17 per cent of the Mulliez family’s earnings.
