Rui Pedro Silva

Rui Pedro Silva is a global executive, speaker, and author specializing in digital transformation, leadership, and direct-to-consumer business.

He is Global Vice President of eCommerce Technology at PUMA, where he co-leads the company’s global direct-to-consumer eCommerce business. He is responsible for technology, digital product, customer experience, and data, shaping the digital engine of one of the world’s leading sports brands.

Previously, Rui spent four years at Adidas as Vice President, leading global initiatives across technology, people, and transformation.

With over 20 years of international experience, he holds a Ph.D. focused on organizational readiness for digital transformation and is the author of the book Think Digital. His work combines executive practice with academic research to help organizations navigate complex change.

Rui is also a TEDx speaker, professor, and podcast host, known for helping leaders think through transformation in a practical and human way.