Story
A career built on commerce at scale
A customer taps Buy. In the next second a storefront, an order system, a warehouse, a payment network and a courier each make a decision. When any two of them disagree, about stock, about price or about whether the order still exists, the customer finds out before the retailer does.
I have spent my career making those decisions agree. First in data and integration, then in product, and today at the table where strategy is set and enterprise deals are won.
- Years in enterprise commerce
- 11+
- Brands and partners
- 1,000+
- Channels and integrations
- 500+
- Markets with enterprise work
- 7
How I got here
Five chapters that shaped how I lead
Each chapter left me with one habit, and I still use all four every week.
2017
Data and engineering at Vinculum
Writing SQL and MIS reports taught me that most business questions are data questions in disguise. I retired 95 per cent of a team's manual reporting. Habit: make the number reproducible.
2018
Integration and product at Vinculum
Owning order, warehouse, point of sale and seller products at a million transactions a day taught me that software earns its reputation at peak, and that integrations are where peak breaks. Habit: design for the worst day.
2021
Platforms for a national retail group
Platformising B2B commerce for cash-and-carry, distribution and fashion businesses taught me to separate what every business shares from what makes each one different. Habit: shared core, configurable edge.
2023
Building with AI, at full depth
Winning the company's Generative AI Crackathon marked the point where AI moved from an experiment to the way I build. Since then I have built my most recent products myself with AI agents, and written the skills, quality gates and repository rules that let agents work to my standard. It taught me that output is now cheap and judgement is the scarce resource. Habit: agents do the volume, I own the check.
2025
Product, growth and people leadership
Leading the full commerce suite from manufacturing to delivery, an organisation of more than 100 people and enterprise deals in seven markets taught me two things. A product and the commitments made in its sale are the same thing, measured six months apart. And a large team moves at the speed of its clearest decision. Habit: sold scope equals delivered scope, and every team owns one outcome.
Principles
The principles I build by
Solve the problem, not the request
More than 2,500 capabilities shipped, and none of them because someone asked loudly. Each began with a person who had a problem, a cost they carried and a way to tell when it was gone.
Read the raw material
Summaries drop the detail that disagrees with the plan. I open the export, the log and the contract before I sign anything that matters.
Integrations are contracts about time
Two systems can both be right and still disagree. Decide in advance who wins, and when.
Sold scope equals delivered scope
What a buyer thinks they bought and what their teams use every day should be the same thing. Every gap is a cost someone pays.
Shared core, configurable edge
Put what every business needs into the platform. Keep what makes each one different configurable, never hard-coded.
Design the check before the output
AI made output cheap. Trust is still expensive, so the evidence an agent must show comes first.
Build to understand, ship with the team
A prototype ends an argument. Production still goes through the same review as everyone else's code.
Fix the class, not the ticket
A defect that comes back is a design question. Find the root cause once, and a whole category of failures stops.
Lead through leaders
An organisation of more than 100 people moves at the speed of its clearest decision. Give every team one outcome and the authority to reach it.
Not very often do you come across a reportee you need to advise to work less. He could do in one day what others would take a week to do, and still be ready for more.
Work with me
Let's build what comes next.
I work with operators, product leaders and founders on commerce platforms, marketplaces and building with AI. A short conversation is the fastest way to find out whether I can help.