Christiana Smith Shi

Former President, Direct-to-Consumer, Nike, Inc.

Independent Director since: 2018

Board Committees

  • Compensation and Human Capital (Chair)
  • Risk

Select Skills and Experiences

  • Consumer / Retail: During her time at Nike, Christiana played an instrumental role overseeing the expansion of that company’s direct-to-consumer business. Under her leadership, Nike direct-to-consumer global revenues increased significantly. Christiana also brings extensive retail experience from her time at McKinsey & Company, where she helped to create and extend that firm’s proprietary knowledge in merchandising, omnichannel and e-commerce, global strategy and lean store operations.
  • Digital Technology: In her various leadership roles at Nike, Christiana oversaw an integrated global e-commerce strategy, and led the accelerated growth of Nike’s digital commerce and customer engagement capabilities. Now, as the Founder and Principal of Lovejoy Advisors, LLC, she focuses on advising consumer and retail businesses on digital transformations.
  • Operational: Christiana is an experienced operator of large multichannel retail organizations, providing strong supply chain and cost management expertise in the global consumer industry. During her nearly 25 years at McKinsey, she worked across developed and emerging markets providing global leadership, expertise and strategic vision to senior executives of consumer companies, including designing and leading transformation programs, developing cross-‍channel marketing and merchandising programs and driving successful market entry and expansion strategies.

Professional Highlights

Lovejoy Advisors, LLC, an advisory services firm that assists clients with digitally transforming consumer and retail businesses

  • Founder and Principal (since 2016)

Nike, Inc., a global designer, marketer and distributor of athletic apparel

  • President, Direct-to-Consumer (2013-2016)
  • Vice President and General Manager, Global Digital Commerce (2012-2013)
  • VP and COO, Global Direct-to-Consumer (2010-2012)

McKinsey & Company, a global management consulting firm

  • Director and Senior Partner (2000-2010)
  • Additional management positions of increasing responsibility (1986-2000)

Additional management roles of progressive scope of responsibilities:

  • Merrill Lynch & Company (an American investment and wealth management company)

Public Board Directorships

  • Columbia Sportswear Company (since 2022)
Christiana Smith Shi
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