NA-KD.com

NA-KD is a direct-to-consumer online fashion brand that leverages technology to fuel its impressive growth. ($250million in annual revenue, ~250 employees). As CTO I focused on the following areas:

* Contribute to the Senior Management team, by influencing the company's strategy. Develop and execute the NA-KD Tech Strategy aligned with the overall business strategy.
* Building and leading high-performance technology teams by providing mentorship, guidance, and professional development opportunities.
* Establish structured processes around OKRs, goal settings and follow-up with all our empowered teams to enable autonomy within the boundaries of clearly set priorities. Introduce concepts around the accelerate metrics, and other key metrics.
* Guide key technical decisions related to core systems to drive organizational growth and competitiveness. Foster a culture of innovation and continuous improvement.
* Collaboration and Communication: Collaborate effectively with peers and key stakeholders.  
* Communicate complex technical concepts to non-technical people.
* Manage vendor relationships and the department's budget.
* Lead a cost-cut initiative that led to reducing IT fixed costs of about 9 million SEK per year.
* Lead a platform upgrade that allowed to switch from Windows-based servers to Linux-based (upgrading platform to .NET Core) servers and saving 1 million USD in cloud costs per year.

Chief Technology Officer

* Lead the definition and execution of the Tech Strategy.
* Lead the definition of the Career Framework 2.0 for the Engineering department and different roles and levels.
* Working with the VP of Product, aligned the A/B testing roadmap, achieving a better user experience and 20% higher revenue per user YoY.
* Contributed with 30 million USD in additional GMV by improving the overall customer experience with several A/B testing features. Work across the board, with the different stakeholders/departments to align on priorities and business outcomes.
* Developing and executing a technology roadmap aligned with business goals.
* Collaborate effectively with peers and key stakeholders. Communicate complex technical concepts to non-technical people.

Vice President Of Engineering

* Reduce Change Fail Rate (CFR from DORA metrics) from 95% to less than 5%. Increased Deployment Frequency from once a month to 4 per month.
* Lead the identification and performance improvements for the eCommerce platform to enable 100% uptime during BlackWeek 2021.
* Roll-out of the iOS app, reaching 1.5 million installs within the initial 6 months, positioning the app among the top 10 in all markets with an 4.8/5 overall app store rating.
* Lead the developments of market-based pricing, allowing for targeted prices to different markets with different purchasing powers, increasing GMV without impacting Gross Margins (GM1).

Head of Engineering

Farfetch

* Joined Farfetch in Hyper Growth stage, scaled the engineering teams, tripling in size (from 25 engineers to 90).
* Lead the development of the Farfetch Loyalty Program (Farfetch Access) that lead to improving customer retention by 10%. Responsible for the development of SEO efforts to improve organic traffic by 15%.
* Responsible for the development of the Personalisation strategy by implementing an internal Recommendations engine that won (A/B testing Convertion Rate) against major 3rd-party players in the market (2018). I was part of improvements in the core search and ranking internal engines, contributing to the Personalisation efforts.
* Lead the development of the Communications Platform, responsible for all transactional communications (Email, SMS, Push, WeChat, Whatsapp) and most of the marketing communications.
* Lead the development of the Promotions Platform, responsible for all marketing promotions, auto-applied promocodes at checkout, and discounts, including all messaging regarding promotions.
* Lead the development of the Segmentation tool that allowed for detailed customer segmentation and lead the evolution of the CMS platform, improving media management and allowed targeted messaging across the customer journey.
* Supported teams in all product roadmap lifecycle and working with Product in defining high-level Roadmaps.
* Supporting setting goals and KPIs (OKRs) and development targets for the Engineers and support the teams with feedback and development plans as they progress.
* Encouraging for latest software practices and technologies (CI, automated tests, continuous delivery), promoting speed and quality as core software development principles.

Senior Engineering Manager

Basecone

Basecone is part of Wolters Kluwer Group.

Engineering Manager

Celfinet

Senior Software Engineer / Tech Lead

GSOFT SA

Senior Software Engineer

Glintt

Software Engineer

I'm an experienced Technology Leader helping organizations by setting the right strategy and developing their processes and practices.

Leading the Technology team at NA-KD.com (a +$250m net sales company), I'm deeply involved in the technology and business strategy.

I've been fortunate to work with great people and to learn from them. Scaled engineering teams. Coached engineering leaders. Experienced an IPO (NYSE:FTCH).

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