Boris drives commercial excellence at Henkel by building global eCommerce capabilities, defining strategy, and enabling transparency through analytics, content tools, and the company's Perfect Digital Store Framework. His team is investing in a unified data lake to harmonize eCommerce and offline data, empowering teams with dashboards and tools for data-driven decisions. Boris is currently scaling AI-powered content adaptation - automating translation and asset optimization across languages and retailer formats to boost efficiency and relevance.