Aaron Wilkerson, Senior Manager of Data Strategy and Governance at Carhartt, joins Amir to explore how data strategy connects directly to business performance. In this conversation, Aaron shares how Carhartt’s 130 year old mission of serving hardworking people shapes every data decision, from governance and forecasting to AI adoption. He explains how data leaders can move beyond reporting and plumbing to owning outcomes, influencing revenue, and earning a true seat at the table.

Key Takeaways
• Data strategy only works when it’s tied to the company’s “why.” At Carhartt, that means reflecting the brand’s values of durability, service, and accountability across every data initiative.
• Earning a seat at the table means proving that data impacts sales, cost savings, or risk reduction, not just reporting.
• Governance and change management are about people, not just processes. Education and accountability drive transformation.
• AI and advanced analytics create value only when rooted in solid data and business alignment.
• The Chief Data Officer role is shifting from defense (governance) to offense (growth and revenue influence).

Timestamped Highlights
[02:15] Connecting brand identity to data strategy and why “wearing the product” matters for understanding the business.
[06:57] Making the case for data as a revenue critical process and the real meaning of having a seat at the table.
[10:46] Balancing long planning cycles with fast moving marketing and e commerce needs.
[18:21] Change management as the hidden skill behind successful data governance.
[25:33] Why data teams struggle to show ROI and what they can learn from marketing.
[28:29] The evolution of the Chief Data Officer role and why accountability is the next frontier.

A Line That Sticks
“Even the best AI can’t outwork a bad process or a team that doesn’t know how they fit into it.” — Aaron Wilkerson

Pro Tips
• Tie every data project to a measurable outcome such as revenue growth, cost reduction, or efficiency.
• Build internal champions by solving real problems, not by adding extra work.
• Learn from sales and marketing since they’ve mastered attribution and ROI storytelling.

Call to Action
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