Kerem Tomak

 Kerem Tomak Senior Executive/Entrepreneur/Board Advisor Citizenship: USA, DAFT entrepreneur residency in Netherlands-• LinkedIn Executive Summary Visionary and pragmatic leader with over 20 years of experience driving digital transformation and AI-powered innovation in global financial services, retail, and technology sectors. Proven track record of building and scaling high-impact analytics and AI teams, pioneering cloud-based products, and generating multimillion-euro revenue streams. Expertise in strategic leadership, cultural change management, and integrating cutting-edge technologies to enhance customer value and operational efficiency. Skilled in influencing C-suite executives and boards, with a passion for mentoring talent and fostering innovation ecosystems. Industry Expertise Financial Services: Pioneered cloud-based banking products and AI-driven risk assessment models. Deep understanding of regulatory requirements and fintech innovations. Retail & E-commerce: Led digital transformation initiatives, optimizing marketing spend and enhancing customer lifetime value through advanced analytics. Technology: Extensive experience in AI, machine learning, and cloud computing, with a focus on practical applications in enterprise environments. Areas of Expertise Strategic & Tactical Cultural Change Management AI Product Development Technology Integration AI & Advanced Analytics Digital Transformation Predictive Analytics Big Data Solutions Digital Transformation Leadership Entrepreneurship Innovation Management Risk Assessment & Mitigation Professional Experience Global Chief Data, Analytics & AI Officer, Decathlon, Amsterdam, Netherlands 2024 – 2025 Develop and execute global data and analytics strategies aligned with organisational goals, driving innovation and data-driven decision-making across all business units globally. Oversee establishment of robust AI And data governance frameworks, guaranteeing data quality, integrity, and compliance with industry regulations and standards. Led development and deployment of advanced analytics solutions, including machine learning and AI models, to derive actionable insights and enhance business performance. Fostered collaboration across departments to integrate data-driven strategies into operational processes, enhancing data accessibility and utilisation for improved decision-making. Built and deployed Data and AI strategy for the global organization. Spearheaded a company-wide data transformation, resulting in a projected +€268M incremental TO (ROI x3) from AI initiatives and significant improvements in data availability, quality, and utilization. Led the successful migration to Amplitude and implemented a comprehensive data instrumentation strategy, increasing data availability from 1% to 95% for critical funnel views. Launched a transformative genAI program, including a successful RFP for genAI tooling for all employees and company-wide rollout in 2025, driving innovation and operational efficiency. Built and developed a high-performing data and analytics team, fostering a culture of collaboration, accountability, and data-driven decision-making. Developed and implemented an AI strategy, data literacy programs, and executive dashboards, empowering stakeholders with actionable insights. Improved Core Data SLO respect on critical chains to 83%, data assets with monitored quality to 87%, and Data Factory CSAT to 80%. Founder/CEO, Mindspaceai B.V., Amsterdam, Netherlands 2023 – Present Define and drive company’s vision and strategic direction, establishing long-term goals and objectives to position Mindspaceai B.V. as leader in AI-driven solutions and innovation. Build relationships with key stakeholders, including investors, clients, and partners, to foster strategic partnerships, secure funding, and drive business development and expansion. Delivered tailored generative AI and AI solutions to meet specific business needs, driving innovation and enhancing operational efficiency for diverse companies. (Client references available upon request.) Founding Partner, Chief Data Scientist, med. essence GmbH, Frankfurt, Germany2021 – Present Streamline radiology report generation by automating task using agentic methods, reducing manual input and enhancing report accuracy. Build AI-driven solutions that optimised radiology workflows, leading to more efficient and accurate diagnoses and treatments. Streamlined radiology workflows by developing cutting-edge AI solutions, including a radiology exam prediction model achieving 94% accuracy. Enhanced medical coding processes by fine-tuning a pre-trained transformer for ICD-10-GM code prediction, resulting in 90% accuracy and significantly improving operational reliability. Automated report generation tasks through the integration of agentic AI and real-time audio transcription, reducing manual effort and increasing efficiency in radiology reporting. Delivered state-of-the-art AI-driven tools that improved diagnostic accuracy and workflow efficiency, enabling radiologists to focus on patient care. Global Chief Analytics Officer, ING GROEP, Amsterdam, Netherlands2021 – 2023 Created globally unified Analytics and AI organization for ING, aligning with business and data/tech, leading to cohesive end-to-end product development and deployment. Enhanced KYC and Fraud analytics services, improving risk coverage for key regulatory requirements and advancing fraud detection across ING countries. Implemented hybrid cloud environment as global analytics platform, enabling seamless public cloud deployment for two key use cases. Drove instant lending innovation by developing globally scalable models using PSD2 transaction data, enabling digitally enabled relationship management. Launched new analytics tribe in Germany, enhancing support for local and global use cases and driving analytics innovation. Established Model Ethics function with comprehensive guidelines and governance, ensuring ethical AI practices across organisation. Developed Analytics roadmap for Sustainability, integrating environmental risk assessments and human rights considerations into three strategic use cases. Scaled the Money Mule Model as part of the Global Anti-Fraud Program, reducing damages by €200-300k per month in the Netherlands, with plans to expand to Belgium, Spain, and Poland. Implemented Speech Analytics, an interactive tool for contact center optimization, achieving a 50% reduction in calls and targeting 10 FTE savings by year-end. Contributed to the Orchestrator, an AI-driven recommendation engine, resulting in a 30% uplift in click-through rates and a 10% increase in sales for orchestrated clients across three countries. Supported Instant Lending initiatives, enabling an 80% automation rate and contributing to a €500m annual production target for business lending. Enhanced chatbot capabilities, achieving a 20% straight-through processing rate and reducing manual interventions in customer interactions. Worked on the Data Analytics Platform (DAP), providing a secure, self-service environment for advanced analytics, supporting data-driven decision-making across ING. Collaborated on the Future of Transaction Monitoring, optimizing investigator workflows and improving the detection of high-risk transactions. Supported the development of Credit Risk as a Service (CRaaS), enabling faster and more accurate credit decision models for both retail and business clients. Chief Analytics Officer, Commerzbank AG, Frankfurt, Germany2017 – 2021 Automated credit application process and improved transaction categorization accuracy by enabling first public cloud-based, deep learning-powered product using transaction data on Google Cloud. Led digital transformation by restructuring IT department, directing Market Data, Big Data, and Advanced Analytics functions to implement fast DevOps approach for building and deploying hybrid cloud solutions. Headed multiple steering committees focused on data, advanced analytics, cloud computing, machine learning, and AI, driving strategic initiatives across these domains. Facilitated cultural change management by implementing OKR-based frameworks within agile operational structure for BDAA, setting unit as benchmark for other divisions and linking P&L views to OKRs. Established local Meetup.com community in Frankfurt, enhancing team visibility, fostering local outreach, and creating talent pipeline for recruitment. Drove established and rapidly grew new business unit focused on big data, advanced analytics, and AI, scaling team from 0 to 350 across Germany, UK, Poland, and Czech Republic by 2020Q1. Generated an estimated €10M in annual revenue by introducing Germany’s first cloud-based banking product, Pay-per-use Loans/Smart Collateral for IoT, along with first pay-per-use loan product for Smart Farming. Enhanced analytics accessibility and AI implementations by building two on-prem data lakes using Cloudera/Hortonworks stack: one for self-serve analytics and another dedicated to machine learning/AI with hybrid cloud setup integrated with Microsoft Azure and Google Cloud. Reduced workload by 30% with <1% false-negative rate through AML use case implementation; forecasted account liquidity with Cash Radar, generating €1M in annual revenue; and drove intelligent cross-sell and up-sell with predictive dashboard used by 2,000+ field sales reps. Boosted top-line by 5% through Smart Pricing, leveraging data and analytics-based pricing management of financial services products within geo-locations, ensuring targeted discount control. Prevented close to €100M in losses since 2018 by implementing CEO fraud detection model covering 70% of known cases through deep learning while saving 50 FTEs with an Automated Intensive Care solution for pre-default accounts. Established bank-wide data quality monitoring framework and operationalised data and cloud technology use via Data Playbook, instituting it as policy and forming an official privacy council to manage data privacy and cloud applications. Founded subsidiary aimed at monetising data and analytics outside bank, focusing on developing white-labeled solutions and consulting services for financial and non-financial institutions while successfully launching an HR application for SMEs. Launched AlbertHR within six months, achieving go-to-market strategy that secured over seven customers within first month. Contributed to Big Data, AI, and Cloud Computing workstreams as member of International Institute of Finance (IIF) and hosted first Roundtable on Machine Learning. Led creation of European Cloud User Community (www.ecuc.group) for financial services, hosting first workshop with 20 EU banks and establishing standardised data security approaches, public cloud enablement, and unified exit strategy, securing membership agreements from 12 banks, including ING, Unicredit, Deutsche Bank, and Swedbank. Chief Digital Marketing & Analytics Officer, Sears Holdings Co., San Francisco, CA2015 – 2017 Centralized digital marketing and analytics efforts by creating multidisciplinary performance marketing hub, consolidating siloed Business Units into unified P&L structure. Developed data-based acquisition and retention engine using CLV scores and Google APIs on Google Cloud, driving incremental top-line top line growth for digital marketing. Increased omnichannel sales through developing best-in-class attribution platform integrating Google Analytics Premium, Google Cloud Platform, Tealium, and offline Hadoop clusters, enabling tight integration of online/offline marketing spend, response data, and near real-time digital marketing execution. Drove over $10B in revenue ($3B online, $7B offline influenced) across Sears and Kmart by managing a $250M performance marketing budget and leading team of 60, overseeing all paid digital marketing channels. Enhanced marketing spending effectiveness by 16% by influencing CFO/Finance to transition from last-click to multi-touch attribution while optimising media mix for better allocation across online and offline channels. Achieved 60% increase in online revenue, 46% rise in visits, and 97% boost in online ROAS by shifting digital marketing optimization from business unit to house level, reducing spending by 19% year-over-year. Cut expenses by $3M annually within first year by building in-house programmatic capabilities on platform and integrating DBM/DCM for further efficiencies. Introduced Customer Lifetime Value (CLV) as novel KPI for digital marketing channels by building predictive analytics approach, leveraging these scores for innovative retargeting tactics, and using CLV as financial metric to assess business health. Head of Advanced Attribution & Omnichannel Ad Formats, North America, Google, San Francisco, CA2014 – 2015 Enhanced client-facing engagements by creating analytics Specialist’s program, upskilling on measurement and attribution through advanced deep dives, speaker series, and immersion programs to elevate soft skills. Streamlined cross-team communication by launching centre of excellence across brands and platforms, unifying measurement communications. Enabled end-to-end marketing solution stacks by building scalable, templatised approach that positioned Google’s brand and performance solutions within clients’ strategic roadmaps. Increased adoption of performance measurement and attribution products in US and EMEA by developing and activating cohesive go-to-market strategy, segmented Google's top partners across finance, retail, and auto industries, and provided industry-agnostic recommendations based on framework sophistication. Drove 3% shift in offline budget into co-op program for large auto client by partnering with Agency team to develop and pilot co-op program that unlocked incremental offline budgets. Led team 12 focused on optimising Shopping (PLA/LIA) and Analytics/Attribution products, driving performance and innovation. Board Experience BCC Group International, Non-Executive Director, Amsterdam, Netherlands | 2025 – Present Member of the Board of Directors, Keiretsu Forum London, London, UK | 2023 – Present Founding Board Member, Kickstart AI, Amsterdam, Netherlands |- Additional Experience Lecturer, Frankfurt School of Finance and Management, Frankfurt, Germany | 2019 – present Vice President, Marketing Analytics, Macys.Com, San Francisco, CA | 2010 – 2014 Vice President, Retail Shopper Insights and Customer Analytics, Information Resources Inc., San Francisco, CA | 2008 –2010 Principal Research Engineer/Senior Modeler, Yahoo.Com, San Francisco, CA |- Assistant Professor, University of Texas at Austin, Austin, TX |- Visiting Assistant Professor, Sabanci University, Istanbul, Turkey |- Principal Scientist, Zilliant.Com, Austin, TX | 2004 Education Ph.D., MIS, Purdue University, West Lafayette, IN MA, Economics, Bilkent University, Ankara, Turkey B.Sc., Mathematics, Middle East Technical University, Ankara, Turkey Certifications Professional Certificate in AI/ML, Massachusetts Institute of Technology | 2024 Completed Coursework includes Deep Learning for AI and Computer Vision, Designing Efficient Deep Learning Systems, Graph Algorithms & Machine Learning, Advanced Reinforcement Learning, Reinforcement Learning, Machine Learning for Big Data & Text Processing: Advanced, Applied Data Science Program) Patent Awards Online advertiser keyword valuation to decide whether to acquire the advertiser, US Patent No- | Link Advertisement display depth optimisation to maximise click activity page yield, US Patent No- | Link Pay-per-action system for selling advertisements, US Patent No. 8,069,083 | Link System and method for data based meta-learning algorithm for keyword auctions, United States Patent- | Link Patents Pending System and method for advertisement price adjustment utilising traffic quality data, 2006 | Link System and model to assess advertiser response to change in click traffic and value, 2007 | Link System and method for Tracking Influence of Online Advertisement on In-Store Purchases, 2012 | Link Media Mentions Establishing A New Chief Data & Analytics Role At Commerzbank | Link We are just at the start of AI | Link Commerzbank: Closer to Customers via the Cloud | Link Commerzbank: Closer to Customers via the Cloud: WSJ | Link Machine Learning Applications in Banking: How Data Becomes Products | Link Commerzbank Wants Europe’s Banks to Agree on Standards for Cloud | Link Commerzbank starts cloud initiative - and wants to face tech companies | Link How Commerzbank makes data products | Link How top management is changing with the corporate restructuring | Link The control of algorithms is the Alpha & Omega | Link Algorithm Police: What can other industries learn from stock market trading? | Link On Digital Transformation, Big Data, Advanced Analytics, and AI for the Financial Sector. Interview with Kerem Tomak | Link IIF Machine Learning Roundtable Podcast | Link Cooperation with Signal Effect: Deutsche Börse relies on Microsoft Cloud | Link When Man Beats the Robot | Link Hortonworks Dataworks Summit keynote, Barcelona 2019 | Link Why IT specialists seek their luck with banks | Link Commerzbank creates Hadoop-based platform for business-critical insights | Link Commerzbank the first German bank to offer new data-based loans for corporate clients | Link How Macys.com Visualises the Future | Link Optimising assortments with big data and high-performance analytics | Link Marketing Teams Putting Data to Work | Link Overcoming Big Data Challenges for Analytics | Link The Evolution of Decision Making. How Leading Organisations Are Adopting a data-driven culture | Link Do you know what's 'in store' for your customers? | Link Publications (Books, Articles, Thought Pieces) “Learning AutoML: Automating ML Pipelines with AutoGluon, Leading Frameworks, and Real-World Integration ”, O’Reilly Media Publications, 2026 “Practical AI Agents: A Hands‑On Guide to Designing, Building, and Deploying Autonomous LLM‑Powered Systems”, Apress, 2026 We’re All Programmers Now; with generative AI, anyone can code. Here's how to help your enterprise embrace this change. Co-authored with Thomas H. Davenport and Ian Barkin | Link