Career

Auchan

IT Engineer (2007–2009)

Early-career technical role at the regional central office of a global retail group, responsible for head-office IT and technical setup of new hypermarkets across the region.

  • Worked across POS (point of sale) systems, server architecture, internal networks and employee workstations.
  • Practical complement to Computer Science studies; the technical grounding from this period continues to underpin my approach to ecommerce platform architecture and digital infrastructure.
  • CEE

Independent Practice

Ecommerce Adviser (2009–2013)

E-commerce adviser to consumer brands and retailers across all stages, from startups entering the market to established enterprises. Engagements include platform architecture, replatforming, trading, UX, conversion rate optimisation, AI implementation, process automation, reporting, and commercial advisory.

  • Extensive replatforming experience across major ecommerce systems, including Magento, Magento 2, Adobe Commerce, Shopify, custom-built solutions and WooCommerce.
  • Supported over 15 businesses in launching, scaling or restructuring digital commerce operations across DTC, D2C, B2C, B2B and marketplace channels, achieving an average 20% revenue uplift within the first year.
  • Delivered an average 35% conversion rate improvement (CRO) through UX and UI redesign, A/B testing, customer journey optimisation and front-end performance enhancements.
  • For an enterprise footwear retailer, restructured product categorisation and taxonomy for over 80,000 SKUs and 200 brands, improving customer navigation and simplifying management. Supported the technical evolution of the proprietary ecommerce platform, expanded to a multi-vendor marketplace.
  • Implemented AI solutions for multiple clients, including predictive analytics, customer segmentation and AI-assisted content generation. Built supporting reporting and data infrastructure to operationalise outputs.
  • Delivered multi-channel architecture for D2C web, native mobile app, marketplace presence and B2B portals, including PIM, catalogue, search relevance and merchandising workstreams.
  • Provided board-level digital strategy advisory to CEOs and founders, including technology investment cases, ecommerce roadmaps, KPI frameworks, team build-out, vendor selection and platform decisions.
  • Supported clients in building in-house ecommerce capability, recruiting foundational hires across trading, marketing, analytics and engineering, and transitioning from agency-led delivery to internal ownership.
  • CEE

ElektaProf

Chief Executive Officer (2014–2018)

Invited as CEO of a newly established independent B2C e-commerce business launched by a wholesale group in HVAC and appliances. The parent group previously operated only through wholesale channels, without direct consumer relationships. Held full P&L accountability across strategy, trading, technology, operations, marketing, finance, supply chain and team build-out.

  • Built the business from inception to over £5M annual revenue, reaching profitability within 14 months.
  • Achieved 4.5% category market share among the competitive HVAC and appliances sector, independently verified by GfK.
  • Launched and operated 11 online stores in parallel, including 3 multi-brand and 8 single-brand stores, trading across direct-to-consumer (DTC), B2B and marketplace channels.
  • Selected, implemented and operated the full technology stack supporting multi-store, multi-channel trading from a single shared back office.
  • Negotiated supplier and partner agreements, securing pricing approximately 15% better than average wholesale market rates in the sector.
  • Recruited and developed a complete ecommerce team from the ground up across trading, operations, marketing, finance, customer service and warehousing.
  • Built operational, fulfilment, supply and merchandising foundations to run 11 storefronts in parallel without proportional cost duplication.
  • Set commercial strategy for pricing, range, promotion and digital marketing in a category dominated by entrenched offline distribution.
  • CEE

Quizee

Founder | Host (2015–2020)

Founded and scaled an interactive events business, creating engaging quiz and trivia experiences that grew from intimate 20-person gatherings to sold-out 500+ participant events. Over five years, developed and hosted 120+ events, building a reputation as the leading regional quiz provider based on guest reviews.

  • Built a profitable events business from concept to consistent sell-out success, managing all aspects from content creation to operations and marketing.
  • Developed advanced presentation and audience management skills, hosting large-scale interactive events, capabilities directly applicable to executive stakeholder communication and board presentations.
  • Created a loyal following through consistently high-quality experiences, demonstrating customer-centric thinking and brand development principles.
  • CEE

Pandora

Director of Ecommerce, Chief Digital Officer (2019–2024)

Chief Digital Officer with responsibility for ecommerce P&L (£100M+), team expansion, AI and data initiatives, omnichannel strategy and digital transformation for the world’s largest jewellery brand, operating across Eastern European and Central Asian markets. Led a cross-functional team of over 40 professionals across web development, digital marketing, analytics, content, customer experience, IT infrastructure and UX design.

  • Delivered a complete replatforming from a legacy ecommerce system to a custom-built platform with SPA and PWA architecture. Launched the MVP in 7 months, building new back-end, front-end, content layer, analytics and operational tooling from scratch.
  • Tripled site conversion rate (+200%) and reduced bounce rate from 43% to 18% via systematic CRO, performance engineering, UX redesign and ongoing A/B testing.
  • Increased ecommerce contribution from 15% to 45% of total business revenue, establishing the channel as a primary commercial engine alongside retail.
  • Expanded the digital organisation across web development, digital marketing, analytics, customer experience, IT infrastructure and UX design, scaling capability without proportional headcount cost growth.
  • Reduced ecommerce personnel costs by 40% through process automation, internal tooling and operational redesign, eliminating the need for additional hires as the business scaled.
  • Implemented artificial intelligence (AI) to analyse advertising campaign effectiveness, identify user behaviour patterns and triage customer support inquiries. Embedded AI-derived insights into operational decision-making.
  • Launched a native mobile application with full ecommerce functionality, integrated end-to-end with the core platform.
  • Led omnichannel integration across Click & Collect, Shop-to-Customer, Shop-to-Shop and other in-store-to-online services, unifying the customer journey across the brick-and-mortar estate.
  • Negotiated and managed strategic technology vendor partnerships across platform, analytics, marketing, customer service and operations.
  • Served as ExCo digital lead and chaired the digital steering group. Partnered with Retail, Marketing, Tech and Finance on shared roadmaps and joint commercial planning.
  • Presented digital strategy, trading performance and investment cases to the board on a recurring basis.
  • Built a high-performing leadership layer, with several team members advancing into senior roles internally and externally.
  • CEE
  • CASE

Baudoin & Lange

Head of Ecommerce, Head of Ecommerce & Digital Marketing (2024–2026)

Joined to lead ecommerce P&L for a global luxury footwear maison on Shopify Plus, with a mandate to professionalise trading, technology, analytics and operations ahead of expansion. Expanded mandate covering ecommerce P&L, paid acquisition, CRM, retention, clienteling and omnichannel commerce on Shopify Plus. Operated globally, focusing on the UK, US and EU.

  • Scaled paid media performance to 700% ROAS (return on ad spend) across Meta, Google and affiliate channels, with unified attribution through GA4, Shopify and custom reporting.
  • Launched Click & Collect in London and US stores, generating 10% incremental revenue in the first quarter and improving the in-store-to-online customer experience.
  • Designed and built bespoke commercial reporting and a custom order management system (OMS) layer on Shopify, providing operational freedom beyond Shopify Plus's native capabilities and supporting business-led decision-making on stock, fulfilment and trading.
  • Owned the international roadmap, including multi-currency, market-specific UX, delivery, tax, duty and payments configuration for the EU and North America, with global trading capability.
  • Restructured the marketing operating model and agency partnerships, focusing on competitive intelligence, conversion-led campaign architecture and full-funnel measurement.
  • Led the in-house ecommerce team and managed external agency partners for paid, creative and technical delivery.
  • Global
  • US
  • UK
  • EU
  • APAC

Independent Practice

Director of Ecommerce (Fractional) (2026–present)

Director-level ecommerce partner to consumer brands and retailers across all stages, from startups entering the market to established enterprises. Engagements include platform architecture, replatforming, trading, UX, conversion rate optimisation, AI implementation, process automation, reporting, and commercial advisory.

  • Extensive replatforming experience across major ecommerce systems, including Magento, Magento 2, Adobe Commerce, Shopify, custom-built solutions and WooCommerce.
  • Supported over 15 businesses in launching, scaling or restructuring digital commerce operations across DTC, D2C, B2C, B2B and marketplace channels, achieving an average 20% revenue uplift within the first year.
  • Delivered an average 35% conversion rate improvement (CRO) through UX and UI redesign, A/B testing, customer journey optimisation and front-end performance enhancements.
  • For an enterprise footwear retailer, restructured product categorisation and taxonomy for over 80,000 SKUs and 200 brands, improving customer navigation and simplifying management. Supported the technical evolution of the proprietary ecommerce platform, expanded to a multi-vendor marketplace.
  • Implemented AI solutions for multiple clients, including predictive analytics, customer segmentation and AI-assisted content generation. Built supporting reporting and data infrastructure to operationalise outputs.
  • Delivered multi-channel architecture for D2C web, native mobile app, marketplace presence and B2B portals, including PIM, catalogue, search relevance and merchandising workstreams.
  • Provided board-level digital strategy advisory to CEOs and founders, including technology investment cases, ecommerce roadmaps, KPI frameworks, team build-out, vendor selection and platform decisions.
  • Supported clients in building in-house ecommerce capability, recruiting foundational hires across trading, marketing, analytics and engineering, and transitioning from agency-led delivery to internal ownership.
  • UK
  • US
  • EU
  • CEE