L'Oréal

•Lead B2B2C digital transformation & IT e-commerce strategy (North Asia/SAPMENA), driving 9-figure revenue growth.
•Manage 7-figure budget, reducing operational costs by 11% via improving business processes.
•Transform distribution model to online ordering, exceeding B2B distributors adoption target by 10%.
•Implement online payment, projecting 20% cash flow increase from smaller distributors.
•Deliver SAP ECC to S/4 HANA migration projects, including data migration, system localisation, and user training.
•Direct 6 vendor selection/management negotiate contracts & drive vendor performance via SLAs & quarterly reviews.
•Collaborate with IT and Business Steering Committees & C-level leadership, ensuring program governance.
•Drive agile product development, AMS/DevOps, delivering monthly features (Einstein AI engine, virtual consult, SFMC automation journey)

B2B Digital Transformation Manager (IT & E-commerce) for North Asia & SAPMENA

•Led IT e-commerce acceleration program for a portfolio of 38+ e-boutiques across Asia, the Middle East, and North Africa, including luxury cosmetics brands: Yves Saint Laurent, Kiehl’s, Giorgio Armani, and Lancome.
•Drove a 27% e-commerce share within 2 years, through strategic program management.
•Integrated Generative AI into the e-commerce platform, deploying GenAI-powered chatbots, dynamic content, and content localization resulting in automating 80% of the content localization process.
•Developed 50+ product features by tailoring SFCC to L’Oreal business needs.
•Increased conversion rate above 2% in average by enabling alternative payment solutions: BNPL, e-wallet, ApplePay.
•Reduced development costs by 20% by enabling API & features sharing between brands.
•Standardized RUN and data management processes, decreasing cybersecurity testing efforts and infrastructure usage.
•Empowered 9 cross-border teams, driving exceptional team performance through effective coaching, and mentoring.

Regional Digital IT & Ecommerce Program Manager (MENA, Southeast Asia, Australia, New Zealand) 

IKEA

•Led global-first IKEA Philippines e-commerce launch (online before store) mitigating COVID lockdown crisis.
•Drove 17.6M website visits and almost PHP 1B (~$14M USD) first-year turnover (25% business target over-achievement)
•Conducted market research, creating a data-driven decision for sales forecast, digital marketing, e-merchandising, and fulfillment strategies in IKEA PH (e.g., staged fulfillment, 5 pick-up points, Product planning, SEO localization).
•Oversaw a multi-million dollar budget to rollout new e-commerce platforms across the region.
•Launched the first IKEA e-commerce mobile app, achieving a 10% e-commerce revenue share, exceeding 10M USD sales.
•Coached and mentored 13-member cross-functional agile team, acting as Scrum Master, reporting Chief Digital Officer.
•Secured a regional long-term partnership with a payment processor, valued at multi-million USD.
•Migrated from Microsoft Navision to Dynamics 365 Business Central ERP.

Regional Digital & Ecommerce Project Manager, IKEA Southeast Asia & Mexico

•Conducted multi-channel marketing campaigns (website, newsletter, SMS, and in-store) for UAE, Qatar & Egypt.
•Maintained and optimized website SEO in collaboration with digital agencies, resulting in a 65% in organic traffic share.
•Planned and executed email and SMS marketing campaigns to over 1 million customers.
•Executed IKEA Family loyalty program enhancements, driving 20% membership and 10% customer retention increase.
•Implemented a location-based mobile app service for UAE stores, featuring in-store navigation, targeted push notifications, and store visitor analytics, resulting in Customer Satisfaction score (CSAT) of 80%.

Regional Web Marketing Specialist (Acting as Web Manager), IKEA Al-Futtaim

•Led the IKEA Morocco’s multilingual website project in collaboration with global and regional stakeholders.
•Managed website & mobile app content and partnered with a US agency for content localization in Arabic & French.

Web Marketing Specialist, IKEA Al Homaizi

OLF'ACTIVE

•Managed front-end/back-end website development and maintained multiple Linux servers.
•Provided training and technical support for clients in Morocco, Europe and Canada

Senior Web Developer

13+ years leading IT and e-commerce transformations across Asia, the Middle East and Africa. 

I Drove significant growth: 27% e-commerce share at L'Oréal, $14M USD turnover for IKEA Philippines launch, and spearheaded B2B2C digital innovation resulting in a turnover exceeding $100M USD. 

Expert in E-commerce Strategy, Digital Transformation Leadership, Agile Project and Program Management, Innovation & Technology Implementation (ERP, AI, CRM, OMS), and building high-performance digital ecosystems. 

ICF Coach & Scrum Master. Passionate about empowering teams and driving measurable results. 

Let's connect for digital strategy discussions.

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