Michaela Hermans

• Lead SAS’s direct digital business across web, app, CRM and performance marketing, with end-to-end ownership of one of the airline’s largest revenue channels, driving profitable growth, customer acquisition, loyalty and lifetime value. • Drive commercial performance through trading, media investment, experimentation, data, technology and AI. • Shape the future of airline retailing through AI-enabled discovery, personalization and customer intelligence, creating more relevant experiences and new sources of value across the customer journey. • Partner across the executive team to align commercial ambition, digital capabilities and investment priorities around shared business outcomes. • Build high-performing teams, operating models and capabilities that strengthen SAS’s competitive advantage in digital and AI-enabled retailing.

• Leads the digital commerce strategy and performance across Wizz Air's website, mobile app, and digital sales channels, optimizing a platform with 600M+ visits and 62M+ passengers annually. • Leads €5.4B+ in annual digital revenue, delivering 8% YoY growth through conversion optimization, customer experience, commercial initiatives, pricing, and channel expansion. • Scales AI-driven personalization, digital marketing and experimentation to improve conversion, ROAS and customer lifetime value. • Defined and led Wizz Air’s next-generation distribution strategy, expanding beyond direct channels through API-led partnerships with aggregators and travel platforms to unlock new demand and revenue pools. • Drives automation and digital innovation across the customer journey to increase commercial performance, operational efficiency and scalability.

• Spearheaded the development and execution of a comprehensive digital strategy to drive Wizz Air's 3X growth target within five years. • Provided leadership to 35+ product and program teams deploying digital, automation and AI solutions, enhancing customer and employee experience, streamlining operations, and corporate functions. • Integrated advanced AI/ML and data analytics platforms, transforming operational efficiency through real-time insights and workflows automation. • Established an Automation Centre of Excellence, implementing RPA, IPA, and agentic AI solutions to drive significant productivity gains, reduce costs, and free up employees' to focus on value-add activities. • Piloted and scaled AI initiatives, ensuring ethical and responsible implementation aligned with strategic business goals.

- Spearheaded technology portfolio of 23 top strategic initiatives across Retail and Corporate domains, leveraging AI/ML and data-driven insights to position Nike as a leader in the digitally-driven marketplace. - Led the development and implementation of cutting-edge digital and AI technologies , empowering 10,000+ employees with digital tools and skills essential for success in the digital age. - Implemented an automation and AI/ML strategy, optimizing processes with IPA and AI/ML to drive operational efficiency and enable employees' focus on innovation. - Oversaw implementation of cloud-native architecture strategy, rationalizing application landscape, transitioning 350+ apps to AWS, Azure and GC, reducing operational cost and increasing deployment efficiency. - Transformed technology operating model to drive product operating mechanics via business impact KPIs, agile prioritization and unified tooling that informs data driven decision-making of leadership.

- Directed Retail Delivery function, pioneering and scaling digital and AI capabilities across 400+ retail stores across 35 EMEA countries, achieving frictionless omnichannel experiences for Nike customers. - Led high-profile strategic Retail initiatives, including new stores openings, refits, IoT implementations, mobile POS, technology capabilities upgrade and the launch of Nike app in retail - Piloted and scaled retail innovations such as RFID and self-service checkout - Aligns with Senior Leadership on strategy, value-driven prioritization, roadmaps and budgets.

- Spearheaded transformation program delivering premium, digitally enabled and seamless services new Global Technology Services & Support vendor, platform, suite of self-service tools and re-designed processes. The scope of 10k end users, in Enterprise, Retail stores and Logistic centers. - Owned e2e program delivery of 7 workstreams, a multi-million budget, tracking and reporting, and alignments with senior leadership and 3rd party vendors. - Developed and launched self-service app for 10k employees increasing operational efficiency, decreasing resolution lead time and increasing CSAT. - Recognized for contributions and exceptional technology innovation leadership with Nike EMEA Leadership Spotlight award.

- Spearheaded EMEA-wide digital employee enablement program, implementing a new operating system across EMEA offices and logistic centers, impacting 7k employees. - Achieved successful sign-off for over 200 business-critical applications, zero critical incidents after launch and reaching 100% user adoption three months ahead of the global schedule. - Devised a robust change management and adoption strategy. - Managed cross-functional team of 50+ FTEs.

- Provided leadership in IT strategy development, alignment with C-Suite on unified technology roadmap, and defining Agile development practices for a globally recognized optical retailer operating with 30 local brands across 40 countries. - Delivered global Electronic Data Interchange (EDI) platform used by 132 vendors, integrating and automating business processes and achieving 24% cost decrease annually.

- Spearheaded delivery of standardized ERP platform across 9 countries to scale leading insurance and asset management organization. - Managed e2e project lifecycle and smooth handover to operations with zero critical incidents. The solution used by 5,000+ end users daily increased operational efficiency, standardized and automated finance processes.

• Defined PMO Governance based on PMI and Agile principles, for the international program implementing standardized ERP platform across ING Europe, with a scope of 9 countries, 5k end users, and multi-million budget • Created a repeatable 'blueprint' for implementation ensuring standard approach and lessons learnt implementation, which accelerated country delivery timeline and decreased cost

• Implemented program progress reporting, resource management and budget control driving process optimization and cost decrease • Led preparations of analyses, risks management and presentations for Senior leadership meetings • Built and aligned plans, managed dependencies and liaised with Senior stakeholders