I connect Brands, Software Houses & Ecommerce Vendors | Community Builder & International Expansion Specialist within E-commerce| Content Specialist| Podcast Host | LinkedIn Creator| Go To Market| Check My Bio 4+

I work at the intersection of international commerce, governance, and ecosystem strategy.

For more than 15 years, I have operated across Europe, Latin America, The Middle East working with companies expanding across markets, building go-to-market strategies, structuring partnerships, and navigating growth in complex, multi-country environments. 

My work has consistently focused on one question: how organisations scale internationally without losing clarity, credibility, or trust.

I am based in Denmark and work globally with founders, executives, board members, and investors involved in growth, transformation, and market entry.

I am the Founder of EVOLVE, a private platform connecting board members, senior advisors, and fractional leaders to growth companies in commerce. EVOLVE operates across 48+ markets and is designed for senior professionals who increasingly work through advisory roles, board positions, fractional leadership, and selective operating mandates.

EVOLVE is built for depth.It prioritises trust, continuity, and long-term relationships at the governance and decision-making level.

I work best with senior leaders, PE-backed and growth-stage companies, family offices, and investors focused on international expansion, partnerships, ecosystem strategy, and long-term positioning.

If that is your context, we should talk.


Keywords

Board members

Senior advisors

Fractional leadership

Growth companies

Private platform

International expansion

Governance

PE-backed

Family offices

Ecosystem strategy

Carlos Monteiro

Bradley Lane

In my role as Head of Product at EE, I successfully spearheaded the creation and scaling of a new marketplace function, overseeing the growth of a team from 1 to 40 within a span of 4 months. By strategically assembling a team of digital experts across multiple regions, including India, South Africa, and the UK, I was able to drive advancements in Technology, Gaming, and Services, contributing to the company's overall success.

Head of Product - New Markets

EVOLVE

Co-hosting a monthly series of podcasts with a focus on interviewing those with commerce expertise.

UK Ambassador

Bradley Lane Consultancy

Providing expert SME advice for start-ups, small and mid-sized businesses and service providers

Founder - Ecommerce & Omnichannel Consultant

London College of Fashion, University of the Arts London

Knowledge sharing with the next generation of experts covering digital, buying, merchandising and marketing.

Guest Lecturer

De Montfort University

Research Stream 

Providing strategic support to hedge funds and investors for the UK market

Industry Consultant

V&A museum

• Led the team in driving CRO & SEO strategies across membership, ticketing, merchandise, and donations for the V&A museum.
• Rebuilt the base post-Salesforce migration, introduced an SEO agency for merchandise, and developed a content strategy.
• Recruited and developed a new team, conducted customer research, and built a strategic business case for e-commerce.

Head of Omnichannel (Ecommerce Lead) - Contract

John Lewis & Partners

- Responsible for the team management of 55+ team members and 6 Managers to deliver digital content across 350k options. This included Copywriting; SEO, brand tone of voice & identity, Merchandising; launch, promote & end of lifecycle, Digital Assets; supplier photography, video, CADs & CGI
- Accountable for creating & delivering the strategic plan for Digital Content to reduce headcount over 3 years and delivery cost improvements of £750k
- Delivered KPIs ahead of plan; Improved speed of launch from 14 days to 5 days through overhauling end-to-end process of product launch and understanding pain points. Working with internal and external teams to improve the quality of data provided by suppliers. 
- Established strong relationships with Supplier Management to update branded contracts to drive better brand compliance
- Led the strategic relaunch of John Lewis & Partners online working with stakeholders to deliver to plan and challenge cost proposal for works carried out, negotiated with IT team to carry out tasks instead of using external agencies 
- Project managed the delivery of Direct to Consumer brands and brand extensions to drive incremental sales of £30m over 3 years and unlock fulfilment improvements for the business
- Introduced robotic automation to copy and merchandising processes and delivered headcount reductions of over 30% including the removal of 1.9m manual user actions annually
- Introduced CGI photography across Home and Outdoor Living and reduced photography costs by 40%, worked at pace through COVID to mitigate risk. Working with Supplier Management to tender CGI providers and negotiated the best provider for the business
- Lead role of the design authority when restructuring the team, working internally and with the immediate team to deliver plans, reduce costs and consider the employee experience through change.

Senior Manager, Digital 

- Responsible for Womenswear, Menswear, Nursery, Kidswear & Beauty online post photography to launch; Copywriting, Merchandising, Pricing, Customer feedback and site experience
- Delivered a 3-day improvement to the speed of launch online. Driving better relationships with internal & external stakeholders & working with suppliers to obtain the right assets first time to deliver world class service to customers
- Worked alongside Product teams including UX to improve on page experience and A/B test copy, merchandising & visual placements on PDP and PLP.
- Project management the introduction of BOSS brands to Johnlewis.com, working directly with the brand to deliver best-in-class experience for customers whilst being mindful of the Johnlewis.com standards
- Acted as project lead for the planning & delivery of Black Friday for online, delivering sales uplift of 250%, worked with teams to deliver market leading offers to differentiate against the competition and provide data to drive better availability. Met with key brands to share demand data to ensure sufficient stock was available for Johnlewis.com and that we had a unique point of difference with regard to assortment. Regularly presented to the Trading Board to share the progress of the plan
- Co-led the re-platforming of the Johnlewis.com website. Delivering improvements to the product page, brand presentation and reduction in web errors and customer queries. Year one saw sales uplift by 15%

Website Category Manager

- Accountable for creating and delivering the 3 year business plan for Fashion Online. 
- Working with third party agencies and forecasters to deliver a strategic review of the business that would deliver incremental sales over 3 years and position johnlewis.com as the go to destination for Womenswear, Beauty & Nursery assortments. From understanding the competitor landscape to using internal and external data to agree brands, option count, pricing strategy and customer appeal
- Worked with shop leaders to win ‘hearts & minds’ of shop teams to get behind online and support customers by delivering terminal sales and thinking online when products were out of stock. 
- Collaborated with buying teams to extend ranges online by 30% and introduced lower price points based on customer data and feedback sessions that I facilitated.
- Deputising for line manager and presenting to the Trading board as and when required

Business Development Manager

- Responsible for the trading and the selection of products for the Johnlewis.com website; Growing option count by 500% over 3 years based on category opportunities
- Worked with the buying team and agreed power brands to agree marketing spend, promotional calendar and shared internal data to grow the online business together
- Collaborated with Brand Creative team to deliver season publications; Negotiated space & spend by buying office based on seasonal priorities. Delivered publications on time and drove an improvement to costs from better planning and quicker resolution.
- Worked with contact centres to better understand reasons for product returns and acted as lead for improving packaging across Home to reduce write offs and reduction in contacts.

Online Trading Manager

House of Fraser

- Responsible for the product selection for area of control with an annual turnover of £8m.
- Reviewed brands ranged and introduced newness based on customer needs; Reviewing price point, style, colour, option count and margin contribution
- Completed a review of all suppliers and contributions they brought to the business. Improved margin by 3% from renegotiating cost prices, marketing spend and fixturing support in store
- Worked with suppliers to bring in newness ahead of competitors and negotiated brand exclusivity; Victoria Beckham, Linda Farrow Vintage, Moschino, Radley, BOSS and Chanel
- Encouraged honest & frank conversations to drive business together with supplier base
Introduced a trading culture within the team to maximise profit in season

Buyer - Luxury & Lifestyle Brands

Selfridges

Floor Manager - Menswear

At EE, my primary mission as Head of Product has been to launch and expand a groundbreaking new function, part of our new Marketplace proposition. In just over a year, I've assembled a global team and fostered significant advancements in technology, gaming, and services. Our collaborative efforts have been pivotal in enhancing the organisation's market position and customer engagement.

As a UK Ambassador and seasoned e-commerce & omnichannel Consultant, I leverage my expertise to empower businesses through strategic advice and practical guidance. My focus is on optimising online retail experiences and deploying effective assortment strategies. With a commitment to sharing knowledge and driving digital success, I continue to co-host a podcast series, illuminating critical commerce insights for a broad audience.

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The Battle

Carlos Monteiro

Bradley Lane

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