Fifteen years building and operating digital commerce for luxury, prestige and franchise businesses: McKinsey & Company, Ralph Lauren EMEA, Estée Lauder Companies (Tom Ford Beauty, Balmain Beauty), Adidas, Digital Luxury Group and KFC / Yum! Brands Europe. This page is the evidence.
A CV states experience. This page shows the systems behind it: what was built, how it was operated, and what it measurably changed. Open any entry in the ledger for the full working detail.
Ask the assistant a question →Defined and deployed the omnichannel digital product roadmap (kiosk, web, app, loyalty) across a fragmented franchisee structure. The core problem was not building capability but making it land: sequencing pilots, cascading releases, and keeping quality intact at pace across operators with their own P&L.
Led the brand's first dedicated DTC site launch, transitioning the beauty business out of an existing combined fashion and beauty site.
Launched a new brand with couture storytelling requirements and no brand legacy or performance history to build from. The challenge: establish digital credibility, premium storytelling and operational standards simultaneously, without existing digital benchmarks.
Core responsibilities mirrored Tom Ford Beauty at a strategic level, with the added complexity of defining the site proposition and service development for a brand entering the market cold.
Since late 2025 I have supported a founder-led Swiss fine jewelry brand as a live commercial environment for agentic AI, alongside completing MIT's Applied Agentic AI for Organizational Transformation program. These are working systems in production use, not coursework.
Automated scraping and scoring pipelines (Apify) that collect, filter and rank market signals on a rolling weekly cycle, replacing manual monitoring with a repeatable system.
In Director terms: competitive and market insight as a standing weekly cadence, without analyst headcount.
Recurring workflows, from competitor research to document production, encoded as reusable AI skills with locked rules for scope, structure and voice. The system produces consistent output without re-briefing.
In Director terms: team operating procedures that hold quality and brand voice constant while cutting production cycles.
Pre-launch customer conversation flows built in Zapier and Google Sheets, alongside a site structured for AI-native discovery (answer-engine and generative-engine optimisation) and a live paid search operation.
In Director terms: service coverage and CRM capture before headcount exists, plus organic readiness for AI-mediated search.
A trend and competitor analysis workbook that feeds a rolling content calendar: signal collection, pattern analysis and publishing decisions run as one connected system.
In Director terms: content decisions tied to observed market signal rather than instinct, on a repeatable monthly rhythm.
This assistant is one of the systems described above: I built and grounded it myself. It answers questions about the work on this page, from scope and metrics to how a given system was run. If it does not know, it says so.