FreelanceCurrently on assignment · Open to new conversations

Digital & E-commerce Director on demand. Consulting & digital acceleration.

18 years driving the digital performance of premium retail brands — Lacoste, JOTT. I support companies across every digital challenge: operational, financial, technical, organisational and media.

Let's talk ‣ See my missions

Marseille · 100% remote or on-site Mission, audit or one-off advisory18 years · Premium retail

⭐︎ Background

LacosteJOTTShopifySalesforce CCMagentoZalando13 marketsAB testingData-driven

⭐︎ My journey

The digital business end to end.

Former Head of E-commerce Europe at Lacoste then CDO at JOTT, I have built, led and grown digital functions across 13 markets and teams of up to 15 people.

Now a freelance consultant, I work as an interim manager, in consulting or through operational support, with one obsession: turning strategy into measurable results on the P&L.

🎯 Performance · 🛍️ Omnichannel · 🤝 Leadership · 🤖 AI & no-code

⭐︎ Current engagements

Current missions.

Current mission · Paris–Marseille

Erborian — Strategic Digital Advisor

L’Occitane Group

Clarifying the digital strategy and accelerating execution.

During a period of transition, I support Erborian in identifying growth opportunities and strengthening the operational capabilities of its teams.

Defining growth scenarios and clarifying the role of the e-commerce site alongside other channels
Prioritising investments and short- to medium-term actions
Supporting the transition through organisation, recruitment and faster execution
Mentoring and coaching teams to strengthen their capabilities

fr.erborian.com

Current mission · Marseille

Valebio — Interim Digital & E-commerce Consultant

Structuring e-commerce management and accelerating growth.

Working alongside the CEO, I structure e-commerce management to grow revenue through effective, tailored tools. I also support the team in analysing customer behaviour and building sustainable growth.

Turning data into decision-ready indicators
Building and updating revenue forecasts
Continuously managing performance and prioritising the commercial activity plan
Deepening customer knowledge to support acquisition and retention

valebio.com

⭐︎ Manifesto

What guides my work.

Six statements about how I like to work.

№01
I advise with my hands on the keyboard.
Diagnostics, decks, recommendations: useful. I stay involved through to implementation, alongside your teams.
№02
Data gives you the right to decide.
My role: turn numbers into hypotheses and options, and let you decide.
№03
I'm the CEO's right hand, and I listen to teams in their daily reality.
I translate vision into action plans, and bring operational trade-offs to light.
№04
Digital is retail’s best ally.
A brand, a customer, a P&L. Omnichannel turns traffic into revenue and stock into cash.
№05
AI is built close to the field.
Agents, no-code, automations: tailor-made, with your teams, and always a human in the loop.
№06
I choose the missions where I can truly be useful.
18 years on the ground taught me that execution matters more than strategy. I’d rather have an honest conversation than send a quote to please.

⭐︎ My missions

Six ways to work together.

Interim leadership

Interim CDO, Digital or E-commerce Director. Temporary EXCOM member, leadership cover during a hiring process, with a data-driven approach to decision-making.

Digital P&L ownership
Team management (up to 15)
Data-driven EXCOM decisions

Audit & quick wins

UX/CRO/performance audit grounded in data, competitive benchmark, AB testing of priority levers and identification of high-impact opportunities in 2 to 4 weeks.

Quantified, data-led diagnosis
AB testing of quick wins
Executable action plan

Transformation & strategy

360° diagnosis, 12-36 month roadmap, omnichannel transformation and embedding AI at the core of operations: AI agents, vibe coding, no-code automation and process redesign.

Full digital audit
Roadmap & prioritisation
AI agents & automation

Business & commercial performance

E-commerce revenue and profitability acceleration, end-to-end P&L ownership and data-driven forecasts. Test & learn culture and AB testing to grow conversion.

Data-driven forecasts
AB testing & CRO
Merchandising plan

Operational execution

Agency coordination, complex digital project management, marketplace support (Zalando…), replatforming support with AI agents to accelerate delivery.

Project management
Vendor selection and roll out
Replatforming / migration support

Structuring & tooling

Setting up processes, data-driven KPIs and reporting tools. Deploying AI agents, vibe coding and no-code automations to scale your team's capacity.

AI agents & vibe coding
No-code automation (Make, Airtable)
Data-driven KPIs & reporting

⭐︎ Track record

Let the numbers tell the story.

3% → 15%

Share of e-commerce in total revenue at JOTT in 4 years

+50%

Conversion rate uplift in 4 years at Lacoste Europe

European markets managed simultaneously

18 yrs

Premium fashion retail & digital experience

Direct reports managed (Lacoste e-com team)

+20

E-commerce sites delivered on the agency side

⭐︎ Who for?

At the service of every digital team.

🏢

01 · Interim management firms

You need a hands-on C-level digital profile.

I work on an interim, fractional or short-term support basis, according to your timetable and priorities. Retail, fashion, B2C and omnichannel.

Get in touch

🎯

02 · Digital directors & brands

You have a project to unblock or a team to strengthen.

Audit, replatforming, marketplace launch, funnel optimisation, team structuring: a senior reinforcement, immediately operational, who speaks your business language.

Get in touch

🤝

03 · Shopify agencies & tech partners

You want a brand-side credibility on your pitches.

I bring strategic and functional depth to your RFPs, project framing and post-launch client support.

Get in touch

⭐︎ Hard & soft skills

A full toolkit.

🛠️ Platforms

Shopify / Shopify POSSalesforce Commerce CloudMagentoWordPress / Squarespace

📊 Data & CRO

GA4SEMrushAB TastyAB testingMicrosoft Clarity

⚡ Ops stack

MakeAirtableBoomiOnestockDartagnan / Imagino

🎨 Design & product

FigmaFramerUX & e-merchandisingOmnichannel architecture

💼 Leadership

Digital P&LEXCOM & data-driven forecastingTeam managementHiring

🤖 Innovation

Generative AIAI agentsVibe codingNo-code automationCertified Automation & No-Code training

⭐︎ Client projects

A few brands I support.

Design, optimisation, acquisition and maintenance — every mission delivers a tangible outcome.

June 2026

Mercurochrome.fr

View

URGO Group — Finalising and launching the WordPress website.

Project management
Stakeholder coordination
Launch & delivery

May 2026

Colette Universe

View

An original gallery and agency — a cultural bridge.

Continuous website optimisation
Maintenance & enhancements
Performance & SEO

April 2026

Meca Services 13

View

Showcase website for a construction equipment mechanics specialist.

Fixed-price design and turnkey delivery
User guide & handover
Local SEO in Provence

February 2026

Aurélie Amorosi

View

Interior designer — comprehensive growth support.

CRO & conversion optimisation
Content creation
Paid marketing & Google Ads
Maintenance

December 2025

Rimini Vini

View

Online catalogue of Italian wines built on Squarespace.

Squarespace · custom theme without technical debt
SEO & GEO optimisation
Product data & catalogue redesign

Let’s talk
about your project.

Let’s spend 30 minutes discussing your organisation, challenges or questions. I’ll listen, ask the right questions and tell you honestly how I can help — or whether I’m not the right fit.

Or send me an e-mail

Digital & E-commerce Director on demand. Consulting & digital acceleration.Digital & E-commerceDirectoron demand.

The digital business end to end.

Current missions.

Erborian — Strategic Digital Advisor

Clarifying the digital strategy and accelerating execution.

Valebio — Interim Digital & E-commerce Consultant

Structuring e-commerce management and accelerating growth.

What guides my work.

Six ways to work together.

Interim leadership

Audit & quick wins

Transformation & strategy

Business & commercial performance

Operational execution

Structuring & tooling

Let the numbers tell the story.

At the service of every digital team.

You need a hands-on C-level digital profile.

You have a project to unblock or a team to strengthen.

You want a brand-side credibility on your pitches.

A full toolkit.

🛠️ Platforms

📊 Data & CRO

⚡ Ops stack

🎨 Design & product

💼 Leadership

🤖 Innovation

A few brands I support.

Mercurochrome.fr

Colette Universe

Meca Services 13

Aurélie Amorosi

Rimini Vini

Let’s talkabout your project.

Digital & E-commerce Director on demand. Consulting & digital acceleration.

Let’s talk
about your project.