As Consumer Technology Officer at Nike, Chris Satchell helps the world’s leading innovator in athletic footwear, apparel, equipment and accessories shape the digital future. Digital technology is changing the landscape – how brands are built, how excitement is created and information shared about products, how communication and interaction happens with consumers, how consumers shop, and what products and services they enjoy. Satchell oversees strategy and execution (design, build, operate) related to all consumer-focused technology: e/mCommerce, Nike.com, Brick & Mortar Retail Tech/Infrastructure, Apps, Nike+, Digital Brand Experiences / Activations Most recently, Satchell held the position of Chief Technology Officer and Executive Vice President of R&D at IGT, the world leader in legalized gambling content, platforms and systems. Satchell’s role encompassed direct responsibility for global product development, spanning Game Platforms and Content, Casino-Systems products and infrastructure, Innovation Labs and cross-industry standards and interoperability. Prior to IGT, Satchell held the position of Chief Technology Officer for the Interactive Entertainment Business (IEB) at Microsoft, where he was responsible for technical strategy and execution across the gaming business at Microsoft; Xbox, Games for Windows, Xbox Live and Microsoft Game Studios. Satchell was also directly responsible for all Microsoft game development platforms and services through the XNA organization. Satchell has a long history in games development; serving as an Executive Director at The 3DO Company, Technical Director for Silicon Dreams ltd and an Artificial Intelligence specialist and Project Leader for Eidos Interactive PLC. In previous lives Satchell has been an engineer on Safety Critical Railway Systems and conducted post-graduate research into distributed artificial intelligence.
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