Rui is a senior-level business leader with vast digital business experience and product management. He was recently awarded as “European Digital Leader of the Year” in 2020 by 34 years old and nominated to CDO of the Year 2021. He was recognized as one of the most preeminent leaders in Europe within the digital businesses.

Rui combines his digital background with a substantial commercial, product, and operations background, having experience in managing multi-million P&L and creating successful go-to-market product strategies. Currently, he is the Global Vice President of Adidas.

Rui holds a bachelor’s in business studies, an MBA in Strategy, and a post-graduation in Disruptive Strategy given by the Harvard Business School. Rui is also a fellow student (Ph.D.) in digital transformation.

He is experienced across multiple countries within Europe and multiple brands/industries such as Supply Chain, Retail, Financial Services, and Manufacturing.

Rui has been a member of the Portuguese Diaspora Council since 2023.