In his role as Chief Digital Officer APAC/China, Xin He is responsible for digital transformation strategy in the region, growing e-commerce business, developing and operating membership programs in the omni-channel, and setting up enabling digital capabilities and technologies. Mr. He also serves as the head of Diversity, Equity, and Inclusion (DE&I) practices for the company in APAC. Prior to joining the Edrington Group, he was Vice President of Digital Commerce & O2O at Coca-Cola Greater China and Mongolia. Mr. He Xin has also worked in the sporting goods industry for a decade including companies such as adidas, Nike and Crocs in digital strategy, CRM and eCommerce roles.