Alexander de Freedericksz | ESEI Faculty 2025

Alex is an accomplished faculty member at ESEI International Business School with a background in digital strategy, analytics, and product innovation. With experience at Nike and an MBA from IESE, he blends corporate expertise with engaging teaching. His approach combines storytelling, strategic thinking, and practical application, enabling students to navigate the fast-evolving world of data and digital business.

Professional Background

Alexander de Freedericksz is an accomplished analytics and product management leader with a proven track record of driving digital transformation and delivering measurable business impact. Over his nine-year tenure at Nike, he demonstrated an exceptional ability to translate complex data into strategic initiatives that optimized operations, enhanced customer experiences, and generated significant revenue growth.

As Digital Product Manager at Nike from 2019 to 2022, Alexander engineered and launched the Nike Stores Experimentation Framework, an innovative product management tool that integrated user feedback, A/B testing, and advanced analytics to rapidly validate retail concepts. This framework enabled data-driven decision making that resulted in $45 million in additional revenue through optimized in-store experiences and product offerings. He collaborated closely with 50 executives to enhance the Nike Answers real-time analytics dashboard, gathering requirements, prioritizing features, and working with engineering teams to create a more intuitive platform that improved decision-making for 400+ leaders. During the COVID-19 pandemic, his strategic analysis of traffic recovery trends across 500+ stores in 38 countries provided critical insights that guided the company’s response.

Core Expertise of Alexander de Freedericksz

Alexander possesses a diverse and robust skill set that combines technical analytics mastery with strategic business leadership. His expertise spans multiple domains, enabling him to drive innovation while delivering tangible results:

Business Intelligence & Data Storytelling. Alexander possesses advanced expertise in Tableau, Power BI, SQL, and Excel, enabling him to transform raw data into powerful visual narratives that drive strategic decisions. His dashboards don’t just present information – they tell compelling stories that highlight key trends, opportunities, and risks. By combining technical proficiency with business acumen, he creates interactive reporting tools that empower stakeholders at all levels to make data-informed choices. His approach goes beyond basic visualization to incorporate predictive analytics and behavioral insights, ensuring the data doesn’t just describe what happened, but illuminates why it matters and what actions should follow.

Product Strategy & Agile Execution. With deep experience in agile methodologies, Alexander excels at translating business objectives into actionable product roadmaps. He orchestrates the full product lifecycle from ideation to delivery, balancing strategic vision with tactical execution. His expertise includes sprint planning, backlog prioritization, and stakeholder management, ensuring alignment between technical teams and business leaders. What sets him apart is his ability to maintain focus on delivering measurable value while adapting to changing market conditions – pivoting when necessary without losing sight of the ultimate business goals.

AI-Powered Decision Making – At the forefront of the AI revolution, Alexander leverages cutting-edge tools to enhance traditional analytics. His skills in prompt engineering and agent-based systems allow him to automate routine analyses while surfacing deeper insights. He understands both the capabilities and limitations of AI, applying it judiciously to augment human decision-making rather than replace it. His implementations range from natural language processing of customer feedback to predictive models that forecast inventory needs, always with an emphasis on practical, ethical applications that drive real business results.

Customer Experience & UX Optimization – Alexander’s customer-centric approach combines quantitative analytics with qualitative insights to optimize every touchpoint. His experimentation frameworks systematically test hypotheses about user behavior, identifying friction points and opportunities for improvement. Beyond basic A/B testing, he employs advanced techniques like multivariate testing and cohort analysis to understand how different customer segments interact with digital products. This rigorous approach has consistently delivered double-digit improvements in conversion rates and customer satisfaction scores across multiple industries and platforms.

Teaching Specialties of Alexander de Freedericksz

Alex teaches Big Data Analytics and Business Intelligence, a practical course tailored for business students with limited technical backgrounds who want to learn how to tell compelling stories with data. The course emphasizes dashboard design in Tableau, data storytelling techniques, and how to translate insights into action.

Impact on Students

Alex helps students gain real-world skills and the confidence to make data-informed decisions. They learn to build dashboards, use AI responsibly, and present insights clearly. His guidance equips them with not just technical fluency, but the mindset to lead in analytics and digital transformation.

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