Canyon Bicycles has confirmed the appointment of Kristen Laina White as its Chief Digital Officer. She will be a part of Canyon’s Executive Leadership Team.
Responsible for Canyon’s digital ecosystem, including its shopping environment at canyon.com and the Canyon app, Kristen Laina White has over 25 years’ experience in digital, most recently at Nike and Estee Lauder.
She was involved in Nike’s digital transformation and an emphasis on customer engagement, personalisation and membership programs. Her roles at Nike included VP/GM for Nike’s EMEA direct-to-consumer digital business, which launched the SNKRS app and Nike app during her tenure.
Most recently, Laina White supported EMEA digital commerce, marketing and data at Estee Lauder.
Canyon CEO, Nicholas de Ros Wallace, said “With our bikes, we can inspire our global fan base to embark on incredible adventures. The same inspiration should happen online.
“When we meet our fans and customers in the digital world, searching for the best bike or service, we want to delight them with world-class e-commerce, seamless connected features and vibrant community experiences.
“Kristen’s broad professional background and creative genus make her the perfect fit for our innovative and customer-focused culture.”
Kristen Laina White said “Canyon already has a reputation for delivering unparalleled online and offline services and experiences to the cycling community. Together we will now bring Canyon’s pioneering digital innovations and digital customer experiences to the next level.”
In 2023, Canyon launched the Canyon app for its customers to get the most out of their Canyon bike. The app has received over 175,000 downloads in the last 12 months, and is positioned as an increasingly important shopping channel as well as a platform for service and connection with digital devices.
