5. A Digital Transformation that is Purpose Led and Performance Driven with Velia Carboni, VF Corporation cover art

5. A Digital Transformation that is Purpose Led and Performance Driven with Velia Carboni, VF Corporation

5. A Digital Transformation that is Purpose Led and Performance Driven with Velia Carboni, VF Corporation

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 Velia Carboni is Executive Vice President and Chief Digital and Technology Officer at VF Corporation, where she is leading the company's digital and technology transformation.  She develops digital strategies to create meaningful connections and experiences for consumers and drive growth across all consumer touchpoints.     In this conversation Velia shares keys to a successful transformation:  
  • Start with the team and culture: Put people first, bring people along. Without a great team, transformation won't happen. 
  • Lead with the consumer: Determine the consumer or business problem that needs to be solved, then implement the process and technology to solve it. 
  • Set digital leaders up for success: Put the right reporting structure in place. Reporting to the CEO sends the right message and enables the digital leader to make the most impact. 
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