Sofia Becerra

Director Transformation Adidas

MAIN CONFERENCE DAY ONE, TUESDAY, OCTOBER 21, 2025

4:15 PM From Chaos to Clarity: Establishing a Global Standard for GBS in LATAM

When operational misalignment slows down service delivery, metrics become your blueprint for change. In this session, Adidas shares how its LATAM GBS hub in Bogotá rapidly shifted from structural instability to consistent, data-driven performance. With a focus on streamlining processes, accelerating onboarding, and refining KPIs, the team built market trust and unlocked new investment. Hear how they established a performance-first culture—and how you can apply similar discipline to your own transformation journey. 


Key Takeaways: 


  • Learn how Adidas restructured its LATAM GBS operations to deliver measurable value through process stability and KPI consistency. 
  • Explore the role of onboarding velocity, capacity management, and backlog cleanup in building a scalable, high-performing team. 
  • Discover how customized reporting and end-to-end process mapping brought GBS closer to market expectations and global alignment. 

Check out the incredible speaker line-up to see who will be joining Sofia.

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