• Lead the digital product vision, roadmap and operations for O'Neill.com across Europe reporting to the global CEO. • Oversee strategy, P&L, forecasting and KPI frameworks to drive profitable growth, retention, and brand alignment. • Lead recruitment and development of an 11 - person team, embedding operational excellence (with three direct report managers: Website Manager, Online Marketing Manager and Customer Service Manager). • Lead recruitment, on - boarding and collaboration with external agencies and vendors. • Plan and deliver digital roadmap in collaboration with Marketing, UX and agency. • Drive CRM operations and marketing automation initiatives to optimize lifecycle journeys and campaign performance. • Drive Digital Paid Media and Affiliate strategy (Meta, Google/ You Tube, Tik Tok). • Lead cross - functional collaboration with Marketing, Product, Merchandising, and IT to ensure seamless consumer experiences. • Reduced return rate from 38% to 36% through strategic returns policy and improved product presentation. • Implemented AI powered on - site search tool (Nosto), increasing on - site search conversion. • Rolled out YouTube full - funnel campaigns, driving brand awareness in DE, NL, FR, and UK. • Launched Swiss e - commerce site on Shopify Plus, expanding market reach. • Launched and grew Affiliate programme.

• Executed global e - commerce strategy and operations for Karl.com, delivering double digit growth. • Owned CRM, trade, paid media and customer service, ensuring operational excellence. • Co - piloted global re - platforming project to Salesforce Commerce Cloud and was key stakeholder on the omni - channel and UX / UI work stream.

• Managed localized trading strategies, pricing, promotions, and content across multiple markets. • Owned forecasting and KPI delivery; led A / B testing to optimize UX and conversion. Achievements • Launched Australia and Korea sites, expanding international footprint. • Led trade calendar execution, delivering on commercial growth targets.

• Directed online and omnichannel strategy, digital marketing, and UX optimization. Achievements • Delivered strongest growth for the company (£40M turnover) with £1 M YoY profit margin increase. • Achieved 40% uplift during Black Friday 2019. • Introduced "Design Your Own Ring" functionality. • Mobile - first product listing and detail page optimization delivering £1.8M annual benefit.

• Recovered performance to double - digit growth post - decline. • Led website rebrand, new CMS migration, mobile first checkout and in - store appointment booking system.

• Delivered +36% YoY growth on Womenswear division. • Launched online - exclusive product bundles. • Contributed to new omnichannel structure and team build - out.

• Part of the team to launch Ralph Lauren Europe Online. • Scaled Womenswear business to € 40 m.

• Assortment creation and trading for Hilfiger Denim, Footwear and Underwear categories delivering double digit growth. • Migration to Salesforce.

Member at Digital Leaders Club and CF Collective