RMW Commerce

I am a consultant within the RMW team and advise on Go to Market strategies across the North American tech industry. My role involves understanding the connection between GTM strategies and the ICP they need to connect with. I help, through the production of thought leadership work and amplifying this through media to create maximum achievable results. 

I am the creative producer for our Watson Weekend news show. The primary role I have is to articulate long and short terms ecommerce, tech and retail stories and translate them into useful, entertaining media for our two hosts. I script and research this on a daily basis. 

Over the last 18 months, I have worked wtih BigCommerce, Commercetools, Pipe17, Shopware, Elastic Path, Yotpo, Sensorpro, Fexco and on the brand side General Motors.

Creative Producer & Consultant at RMW Commerce

Vinny & Co Consulting Limited

Our Vision
To make ecommerce and digital technologies accessible to all businesses.
 
Our Mission
As a group our mission is to share knowledge, experience and skills with businesses who want to grow in a digital era.

eCommerce Consultant 

Welcome, shoppers and shippers, to the world's most hilariously overstocked channel, lovingly called 'The V spot'! 🎬🤣 Your one-stop-shop for a light-hearted stroll through the chaotic, box-filled alleys of retail and ecommerce worldwide. 🌍📦

Your favourite host here (that's me! 😎), with a sense of humor that's been labeled 'Prime' by critics, guarantees that our videos have more punchlines per minute than your average checkout line on Black Friday. 🛍️⏱️

In our newest video, we unbox the absurdities of the retail industry and parcel out the funniest quirks of ecommerce, all delivered to your screen faster than your last Amazon order. We've got everything from jabs at uncannily targeted ads (Who told them I needed a unicorn onesie? 🦄), to the perils of deciphering online product reviews. (5 stars: "It's okay" vs. 1 star: "Changed my life but arrived 2 minutes late" 🌟😕).

This isn't just another sales pitch, folks. Here, we have a 'Buy one, laugh forever' deal running all year long. And remember, refunds are not allowed; we believe laughter is the only policy. 💸😆

So sit back, click that subscribe button, and let's get ready to ROFL through the weird and wonderful world of retail and ecommerce. If you’ve ever been down the rabbit hole of online shopping at 3 a.m. or lost your will to live in a crowded mall, you've come to the right place.

Join the laugh riot with hashtags #EcommComedyCentral, #RetailRidiculousness, #AddToCartLaughs #retail #ecommerce #strategy and remember to keep your sense of humor signed in at all times! 

See you in the comments, folks. Until then, happy scrolling and stay hilarious! 🛒💻🔥🚀

Host The V Spot eCommerce Nearly News

RETHINK Retail

I act as an advisory member of 12 people to the Global retail Leaders program. I am a contributor to thought leadership across all areas of e-commerce and have sic Scully completed some contract work on their behalf with household names US brands.

2024 Top Retail Expert

Enterprise Ireland - where innovation means business

An ecommerce strategist with over 10 years industry experience. Helping the high potential start up and mature businesses find their route to market and to define and shape their ecommerce strategy. Exceptional networker and an ability to form concepts into deliverable projects. Adept in ambiguity and a strong change manager. Public speaker, presenter and coach in start up programmes, bootcamps and training development on behalf of agencies including the Irish Internet association, the Irish Times training centre, AIB, Realex, Enterprise Ireland and the Digitial Marketing institute.

Business Mentor - eCommerce, Digital Sector

Thermo Tents Ltd.

I work closely with the team to ensure the strategic plans are clear, consistent and scalable for the international growth of the business. I provide training, mentoring and am helping monitor the execution of all elements of the ecommerce strategy to the team.

eCommerce Mentor

Non Executive Director

Tranquillity

CTO . Designing and overseeing the technical architecture  and marketing technology stack development.

Chief Technology Officer

TRC Solutions_

Creation, design and Implementation of the TRC Growth Strategy. Specifically targeting geographies and a partner ecosystem.

Group Strategy Director

BDO Eaton Square 

Development of client strategies to deliver urgent Digital Transformation. Internally I helpped to develop processes, teams and a revenue stream to set up in BDO Eaton Square.

Ecommerce Consultant

SENSORPRO

Creating partnership opportunities and development of a broad network to prvoide growth opportunities. UX advice.

Strategic Advisor

Premium Golf Brands Ltd

I am working across all functions in PGB to create a singular strategy for delivering ecommerce capability right throughout the organisation. 

http://www.missdesignergolf.com/
http://www.dwyersandco.com
http://www.greenlamb.com

Strategic eCommerce Consultant

eCommerce Strategist & Consultant | RETHINK Retail 2024 Top Expert | Producer for RWM Commerce Watson Weekend Podcast | Head of SponsorShip RMW Commerce | CSM Agency Director

With over 15 years of experience in online retail, digital marketing, and ecommerce consulting, I help companies design and execute their global ecommerce omnichannel strategies. As the Group Strategy Director at TRC Solutions, a leading provider of enterprise software solutions, and the Chief Technology Officer at Tranquillity, a startup that offers personalized wellness products, I oversee the technical architecture and marketing technology stack development for both businesses, ensuring scalability, sustainability, and customer satisfaction.

I also leverage my extensive network and industry knowledge to provide strategic advice and guidance to various ecommerce and digital businesses, ranging from automotive, fashion, hard goods, and home verticals. As a mentor, trainer, and board director, I empower and enable entrepreneurs, startups, and established brands to optimize their online presence, performance, and profitability. I am passionate about ecommerce, retail, marketplace, and omnichannel trends and best practices, and I enjoy sharing my insights and learnings through speaking engagements and online platforms.

Max Sinclair blew our minds last week ( Hendrik Laubscher ) and I. We welcomed him onto the Ostrich Report to have what we thought would be a normal enough discussion about AI and its productivity gains for markketplace sellers. Wrong. Azoma occupy a unique space and have a long history here too. 

2 co founders with skills and experience, one from the Death Star (Amazon) who combined to build products for customers such as Mars - their customer list almost seems secondary to them - the product is critical. Isn't everyones? No. Nor is their product, for evereyone I mean. His words, not mine - refreshingly honest and clear on their purpose. We even talked ethics and controls needed to run in parallel with AI growth. Max argues for user-controlled “reset my algorithm” and a hard line against government data centralisation.

Azoma have 2 patents - 1 granted and 1 pending. This in itself, in this field is incredible. But it tells a tale of masters of their craft. 

I first met Max where we shared a gin in Belfast overlooking Harland and Wolf, that infamous dockyard.Max was confident and quietly assessing the room. With hindsight I can see he had already outgrown most of us.

We talk: answer engines, agentic browsers, and soon physical AI will reshape discovery, ads, and the P&L politics inside brands. .

Highlights

From keywords to conversations: LLMs are already baked into Amazon, Walmart, and others — whether you see the chat UI or not. “Search” is becoming ask → answer → act.

Azoma’s patents underpin a system that simulates how people talk to AI engines at scale, tracks citations/crawler patterns, and models brand share of voice in AI.

Who’s buying this stuff: Pilots start with central/search CoEs, but brand teams fund the roll-outs. Which is a budgetary shift.

Ads vs answers: In an answer-first world, users won’t tolerate ad clutter. Expect new monetisation (affiliate/referral rails, Stripe-like takes) and hyper-personalised, generated promotions, not today’s slotting.

What’s next (near-term): Agentic browsers, then true multi-step agents, then physical AI (smart fridges, mirrors, in-home devices) and lightweight AR moments (hello, Ray-Ban Meta).

Ethics with teeth: The dangerous AI wasn’t GenAI; it was the deterministic engagement algorithms we couldn’t reset. Max argues for user-controlled “reset my algorithm” and a hard line against government data centralisation.

5 Big Takeaways for Operators
AEO > SEO: Start treating AI engines as distribution. Track your share of voice in AI, your citations, and how prompts/personas surface (or bury) your brand.
Move the budget.

Design for questions, not keywords: Your product data, FAQs, UGC, and how-to context must answer situations (“desk has a drawer; need clamp”), that’s what LLMs reward. More in the pod.

This was our best yet.

Someone should sponsor this. Are you listening Rithum

Episode here: https://lnkd.in/eexBn3KM

Vinny O'Brien

eCommerce Strategist & Consultant | RETHINK Retail 2025 Top Expert | Producer for RWM Commerce Watson Weekend Podcast | Head of SponsorShip RMW Commerce | The V Spot Host

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