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Christina Sandema-Sombe

Christina Sandema-Sombe, Chief Data Steward, Nike, Inc.

Describe your career to date

My career has spanned not-for-profit to Big 4 professional services and now retail, in various knowledge management, change management and data governance roles. Currently, I serve as chief data steward for NIKE, Inc. — establishing and operationalizing data stewardship across the enterprise (all brands, all geographies and all business functions). I’m a voracious learner and have continually added to my toolset, including competencies that positioned me to be a catalyst and change agent in the data space. I am both chief data officer certified, through Carnegie Mellon University, and Prosci change management certified.  

 

I’ve been extremely fortunate that, as my career has matured, I’ve had the opportunity to combine the best of my experience across these disciplines to accelerate maturity in multiple industries, serving global matrixed organizations in delivering impactful enterprise-wide data governance practices. Common themes in all the roles I’ve taken include delivering enterprise-wide standardization, increasing data literacy, and federating responsibility for governing data to the business evidenced by the activation and adoption of practice and technology at scale; and increases in the maturity of data governance practice at the domain and business-area levels.  

What stage has your organization reached on its data maturity journey?

Our team established an enterprise data council, a DG CoP, our first enterprise-wide enforceable data standards, federated data stewardship, global data change management, a global SOR for data ownership, systematic measurements of program progress at the domain-level, a central global catalog, DQ tooling, and robust metadata reporting. 

 

Tell us about the data and analytics resources you are responsible for

Operating in a hub-and-spoke model, there are six data professionals in the ’hub’ — driving policies and standards, training and procedures, metrics and KPIs, knowledge management and change management. In the spokes, this central team drives the federated stewardship model with more than 200 data professionals across all business functions, all brands and all geographies. 

What challenges do you see for data in the year ahead that will have an impact on your organization and on the industry as a whole? 

  • An increasing number and complexity of regulations, in part due to AI developments.

  • An increase in technical debt as the rapid evolution of technology inspires companies to chase the newest advances, thereby increasing the complexity of the technology stack.

  • A need to focus more on human behaviors (to mitigate risk from accidental misuse of data) and a need to increase (and mandate a minimum level of) data literacy for all employees.

  • A push to mitigate bias with increased diversity of those engaged in AI development.

  • A renewed effort to connect data governance to the bottom line, as the newest technological advancements translate into higher investment needs around human capital and model development.

Have you set out a vision for data? If so, what is it aiming for and does it embrace the whole organization or just the data function?

The core of my vision is to promote a data-driven culture where every employee is expected to have a minimum level of data literacy. This ensures that our efforts to be defensible and leverage data for competitive advantage are not in vain. As the speed of technological change increases, the lack of enforced data literacy exposes organizations to increased losses from fines, reputational harms and intellectual property theft. We must begin with an expectation that all leaders are data literate at the top of our organizations. Leaders must be engaged in promoting a data literate culture, actively prioritizing engagement in their departments and teams on initiatives that unleash the power of their data and be data literate themselves. Executive-level data literacy protects organizations from spinning through hype cycles, over-investing in shiny objects that may ultimately deliver little-to-no ROI.  

 

Bold comprehensive strategies can be deployed successfully only through a data-literate organization, starting from the top. We no longer can depend on the heroic efforts of a few to drive organizational change. Instead, companies must adopt and emphasize our collective accountability and responsibility for a data-driven culture – where data is an asset to all.  

 

A key enabler of this strategy is treating data as a product and governance as a co-created service that includes both governance experts and in-the-business network of data trustees, data stewards, and data custodians. Through this enablement, leaders can activate data strategies across multiple domains and tackle multiple challenges and opportunities concurrently. 

Christina Sandema-Sombe
Christina Sandema-Sombe
has been included in:
  • 100 Brands 2023 (USA)

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