Steven M. Potter serves as the Executive Vice President and Chief Digital Information Officer at Columbia Sportswear, a position he has held since joining the company in 2017. In his role, Potter is responsible for overseeing the company's global information technology and digital strategies, driving innovation and enhancing the digital customer experience across Columbia's portfolio of brands. His leadership has been instrumental in advancing Columbia Sportswear's digital transformation, focusing on leveraging technology to improve operational efficiencies and create seamless omnichannel experiences for consumers. Prior to joining Columbia Sportswear, Potter held various executive positions in the technology and retail sectors. He spent over a decade at Nike, Inc., where he served as Vice President of Global Technology, leading the company's technology strategy and operations. During his tenure at Nike, Potter played a key role in developing and implementing innovative technology solutions that supported the company's growth and global expansion. Before Nike, he worked at Accenture, where he gained extensive experience in consulting and implementing technology solutions for clients across multiple industries. Potter's professional achievements are marked by his ability to drive digital innovation and transformation within large, global organizations. At Columbia Sportswear, he has been recognized for his leadership in enhancing the company's digital capabilities, including the development of advanced e-commerce platforms and the integration of data analytics to inform business decisions. His strategic vision and expertise in technology have positioned Columbia Sportswear for continued success in an increasingly competitive and digital-first retail landscape.