Led digital strategy and platform execution across B2C and B2B, owning the end-to-end digital ecosystem (web, mobile app, customer portal) with direct impact on growth, customer experience, and operational efficiency. - Rebuilt the full digital ecosystem, modernizing identity, UX, payments, communications, and self-service flows - Reduced checkout abandonment by 12% through Apple Pay / Google Pay integration - Cut annual communication costs by ~€500k by shifting from SMS to push/email - Deployed AI-enabled routing, predictive funnel analytics, segmentation, and ML-based search relevance - Automated SMB onboarding (3 days → <15 minutes), accelerating activation and adoption - Doubled active web/app users YoY and exceeded annual digital KPIs (120%+)

Acted as digital transformation lead across multiple client engagements, supporting CEOs and leadership teams with go-to-market strategy, platform delivery, and execution alignment. - Designed and delivered 9 go-to-market strategies across B2B industries - Built 3 digital platforms (web portals, internal tools) aligned to commercial outcomes - Improved project margins from ~20% to ~45% by standardizing delivery and data models - Reduced CAC by ~30% through funnel optimization, automation, and UX improvements - Aligned product, IT, marketing, sales, and operations within Salesforce and SAP ecosystems - Established internal market intelligence capability to support planning and prioritization

Led commercial turnaround and route-to-market transformation in Saudi Arabia, managing sales, marketing, and cross-functional execution. - Delivered 22% YoY growth in a flat market (+8% industry average) - Increased category market share from 36% to 42% within 12 months - Rebuilt route-to-market model, doubling field productivity - Shifted commercial focus from price-led to volume-led growth - Oversaw CRM and ERP deployment, improving forecasting and execution

Led commercial and operational transformation across Romania and Moldova, owning full P&L, sales execution, logistics, and systems modernization. - Managed €30M P&L across multi-site operations in Romania and Moldova - Led sales and logistics teams through organizational and process restructuring - Implemented SAP CRM to improve forecasting, planning, and execution discipline - Improved service levels and delivery reliability through tighter sales–logistics alignment - Drove operational efficiency and margin stability in a highly price-competitive market