Part-time ecommerce leadership
I help premium brands run ecommerce to the standard of a flagship.
I work with fashion and lifestyle brands when ecommerce needs more senior ownership across strategy, growth, operations and technology.
Embedded in your team or brought in around a specific challenge.
7+ years in ecommerce
Experience built inside premium fashion, culture and digital-first businesses.
I’ve worked across fashion, culture and digital-first businesses where the website has to do two things at once: perform commercially and still feel completely true to the brand.
SESAME DIGITAL
Board member, ecommerce TALENTS programme, Fédération Française du Prêt-à-Porter Féminin.
WHAT I’VE SEEN
As brands grow, ecommerce stops being a channel. It becomes an operating system.
More markets. More technology. More people. More agencies. More data. More dependencies. More decisions.
At a certain point, the website itself is rarely the problem.
The harder part is everything around it making sure brand, merchandising, technology, operations and commercial priorities are actually working together.
That’s usually where I come in.
Expertise
What I help with
01
Ecommerce strategy & leadership
Working out what matters, what doesn’t, and where the team should focus next.
Strategy · annual planning · team & agency structure · trading model · leadership transition
02
Growth & customer experience
Looking beyond traffic and acquisition to understand what is really holding ecommerce back.
Conversion · merchandising · retention · customer journey · analytics · growth planning
03
Platform, stack & data
Making sure the technology supports the business you’re trying to build rather than becoming the thing everyone works around.
Shopify · replatforming · rebuilds · PIM · search · CRM · integrations · architecture
04
Operations & delivery
Building the operating model required to make the day-to-day work better: clearer ownership, better processes and fewer things falling between teams.
Processes · ownership · launch workflows · trading cadence · cross-functional delivery
05
Cross boarder & Localisation
Helping brands expand without multiplying complexity every time another market is added.
Market expansion · localisation · payments · logistics · cross-border · market operations
Ways to work together
Inside the team or alongside it.
01 · Ongoing / fractional
Embedded ecommerce leadership
I step into the business as the senior ecommerce lead close to the team, operation and decisions.
For brands that need experienced ecommerce leadership in the seat without immediately adding another full-time senior hire.
02 · Scoped / advisory
External Consulting engagements
Focused support around a specific challenge, transition or strategic priority.
For businesses that need experienced judgement, a clear recommendation and help turning it into action.
Selected experience
I built and scaled ecommerce inside brands. Now I help yours.
SATISFY
Head of Ecommerce
Global ecommerce leadership across strategy, commercial performance, operations and technology for a rapidly growing premium running brand.
Ecommerce strategy / International / Platform / Growth
Y/PROJECT
Digital commerce
Luxury fashion ecommerce within an internationally distributed fashion house.
Fashion / Digital commerce / International
HIGHSNOBIETY
Commerce & digital
Experience at the intersection of editorial, culture, fashion and commerce.
Content / Commerce / Digital
SESAME DIGITAL
Strategy & ecommerce
Strategy work supporting brands navigating growth, platforms and international ecommerce.
Strategy / Ecommerce / International
The flagship principle
Most brands treat ecommerce as a channel. I believe it should be treated as a flagship.
A flagship gets an extraordinary amount of attention: how it looks, how it feels, what sits where, who runs it and what the customer experiences.
I’ve always found it strange that the website often the place where far more customers experience the brand doesn’t always get the same standard of thinking.
For me, that’s what good ecommerce leadership is really about. Getting brand, merchandising, technology and operations to add up to one experience one that feels right and performs.
About
Operator first. Consultant second.
I’m Chen Teboul, an ecommerce leader based in Paris.
I started in retail and trained in design before moving into digital commerce. That combination still shapes how I work: commercial performance matters, but so does whether the product is presented properly, whether the experience makes sense to a customer, whether the operation behind it actually works, and whether the technology is helping rather than getting in the way.
Over the past 7+ years I’ve worked across SATISFY, Y/PROJECT, Highsnobiety and SESAME Digital, operating between brand, technology, operations and growth.
Today I bring that experience to a small number of premium fashion and lifestyle brands either inside the team or alongside it.
Contact
Tell me what you’re working through.
It doesn’t need to be a polished brief.
If there’s an ecommerce problem, transition or decision you’re trying to make sense of, send me a note or book some time and we can talk it through.
Fill in the form below, book a meeting directly or send an email to contact@chenteboul.com