Fractional ecommerce leadership

Flagship commerce for premium brands

I help premium fashion and lifestyle brands run ecommerce to the standard of a flagship store. Bringing the planning, operations, and technology that make the website both a true expression of the brand and the channel that drives its growth. Embedded in your team, or alongside it.

The idea

Most brands run ecommerce as a channel. The best run it as a flagship.

A flagship store gets the brand’s best thinking – its space, its people, its standards. Ecommerce sites rarely treated in the same way, but as digital keeps moving to the centre of how brands are discovered, experienced, judged, and bought now accelerated by AI, shifting consumer behaviour, and platforms growing ever more digital-first. Held to the standard of a flagship, everything beneath the surface changes: planning, operations, and technology start working as one so the site becomes both a true expression of the brand and its strongest engine for growth.

Engagement

Two ways to work together

Fractional (embedded)

I join your team as an embedded ecommerce lead. Ongoing, accountable, inside the operation. For brands that need senior ecommerce leadership in the seat, without a full-time hire.

Consulting (external)

I work alongside you from the outside.
Scoped engagements and advisory on a specific problem, a transition, or a key decision. For brands that need senior input or a defined project, not a permanent seat.

Same depth of work — the difference is whether I’m inside your team or beside it.

Capabilities

What I help with

Ecommerce strategy & leadership

direction, priorities, team, roadmap.

Platform & commerce architecture

platform, catalog, data, tooling; replatforming and rebuilds.

Operations & delivery

processes, ownership, and rituals that turn strategy into execution.

Growth & performance

the levers that move revenue, conversion, and retention.

International & cross-border

localization and scaling into new markets.

Experience

Over 8 years across retail and digital commerce – operator roles at premium fashion and lifestyle brands, and strategy work for brands scaling internationally. Most recently Head of Ecommerce at SATISFY; before that Y/PROJECT, Highsnobiety, and SESAME Digital.

Board member, e-commerce — TALENTS programme, Fédération Française du Prêt-à-Porter Féminin.

about

I’m Chen Teboul — an ecommerce leader based in Paris, working with premium fashion and lifestyle brands.

I came to digital the long way round: I started at retail and trained in design before moving into ecommerce. So I’ve watched brands take shape physically and digitally, I noticed that often the proximity to the customer plays a significant role in the way brands show up. The difference in the feedback chain doesn’t mean there’s no impact, brands rush to invest in runways & showrooms often undermining the weight of the website presentation within the brand universe. That’s the thread through everything I do. I’m less interested in channels and dashboards than in whether the whole thing – brand, operations, technology, adds up to something that feels intentional and performs. I work with a small number of brands at a time, embedded or alongside, where that judgement actually makes a difference.

contact

Let's talk about your flagship

If you’d like to explore working together – embedded or external. Get in touch.

Or write me directly at contact@chenteboul.com