TEDD EPISKOPOS

Leading global digital platform transformation and operating at programme level across 32+ markets, coordinating multi-stream delivery of eCommerce and customer experience systems within a highly regulated environment.

Programme Delivery & Platform Transformation

• Lead the global Web Experience and Digital Commerce ecosystem across 32+ markets, with end-to-end ownership of digital strategy, platform evolution, and multi-market delivery
• Direct rebuild and evolution of core digital journeys (Checkout, Login, Subscriptions, Loyalty, Referral, Lead Generation, Age Verification), transitioning capabilities into scalable, modern architectures
• Coordinate multi-stream delivery across Product, Engineering, UX, Data, and Commercial teams, ensuring alignment and execution across global programmes
• Own rollout governance, release management, hypercare, and post-launch performance tracking across markets
• Manage dependencies across internal teams and external vendors, ensuring seamless delivery and business continuity during platform evolution

Scope & Commercial Accountability

• Own global roadmap across checkout, registration, subscriptions, loyalty, and conversion journeys
• Lead 18-person cross-functional team with matrix influence across 32 market organisations
• Manage multi-million USD digital product and optimisation budgets
• Accountable for delivery governance, deployment discipline, and performance outcomes at scale

Growth & Performance Impact

• Delivered +17% uplift in global Checkout Success Rate, unlocking significant incremental revenue
• Increased referral (MGM) conversion by +53% and Lead Generation CTR by +35%
• Embedded structured experimentation frameworks (A/B testing, funnel redesign, behavioural optimisation) across markets
• Standardised deployment models enabling repeatable performance uplift across regions

Digital Governance, Architecture & Platform Scale

• Operate within complex regulatory and data-sensitive ecosystem, aligning platform delivery with compliance, identity, and privacy frameworks
• Led CIAM deployment (Magic Link, Deep Linking) improving authentication success and reducing friction
• Activated CDP use cases to enhance segmentation and conversion targeting
• Improved SAP Hybris commerce performance and Akamai optimisation for speed, reliability, and scalability
• Strengthened release governance, QA, and deployment processes, improving stability and speed-to-market

AI, Data & Optimisation

• Introduced AI-driven personalisation and contextual experience optimisation
• Established KPI dashboards and experimentation governance frameworks across markets
• Improved analytics maturity and hypothesis-led performance management

Executive & Cross-Functional Leadership

• Strategic partner to Global Marketing, Data, Engineering, and Commercial Directors
• Regularly present roadmap trade-offs, performance outcomes, and investment priorities to senior leadership
• Act as business–technology bridge, aligning commercial goals with technical delivery across complex programmes

Recognition

• PMI Global Awards 2025 Winner
• PMI APEX Awards 2026 Winner
• 4x Top Performer of the Month (last 12 months)

Led end-to-end transformation of eCommerce businesses (Emily’s & Ledmania), rebuilding platforms from fragmented setups into fully integrated, high-performing digital ecosystems.

• Delivered full headless eCommerce rebuilds (Shopify backend + custom frontend), redesigning product structure, UX, checkout, and customer journeys from scratch
• Transformed platforms into AI-enabled commerce systems, implementing personalised search, recommendations, and dynamic UX optimisation
• Built in-platform growth engine, integrating SEO, GA analytics, and performance tracking directly into the platform — eliminating reliance on external agencies
• Replaced fragmented tooling with centralised dashboards, enabling real-time visibility across traffic, conversion, funnel performance, and revenue
• Re-architected SEO structure (taxonomy, internal linking, landing pages), driving organic growth directly through platform logic
• Integrated analytics, CRM, and conversion tracking into a single ecosystem, enabling full-funnel optimisation (acquisition → conversion → retention)
• Redesigned checkout and conversion flows, improving user experience, trust, and completion rates
• Shifted businesses from manual, campaign-led execution to scalable, data-driven performance systems

Appointed to lead the full Shopify DTC business within a competitive FMCG environment, assuming ownership of ecommerce P&L, acquisition capital allocation, lifecycle monetisation and cross-functional team performance.

Inherited margin pressure and under-optimised acquisition structure. Transitioned the channel from reactive spend to disciplined, profitability-driven growth model across paid acquisition, CRO and retention.

Held direct responsibility for paid acquisition (Google Ads, Shopping, Paid Social, Retargeting), lifecycle marketing (Ometria), CRO, pricing optimisation and performance reporting.

• Delivered +37% YoY revenue growth while protecting margin structure
• Increased Revenue Per Visitor (RPV) by 31% through conversion optimisation, merchandising refinement and offer/bundle restructuring
• Increased ROAS to 4.3 through acquisition structure rebuild, budget reallocation and higher-intent traffic mix
• Improved conversion rate by +2.8pp via Shopify UX optimisation, funnel refinement and performance-led landing improvements
• Improved customer retention rate by 28% via segmentation-driven lifecycle automation
• Increased 2nd and 3rd repeat purchase rate by 22% within 90 days
• Rebuilt paid acquisition allocation model across Search, Shopping, Paid Social and Retargeting to improve blended CAC efficiency
• Introduced dashboards tracking CAC, LTV, ROAS and contribution margin, enabling weekly capital allocation decisions
• Aligned digital, retention and customer service KPIs to support long-term LTV growth
• Led 21-person cross-functional ecommerce and marketing team

Impact: Converted Naturisimo’s ecommerce from campaign-driven growth into a structured DTC engine with improved ROAS, conversion performance and repeat purchase economics.

Appointed by CEO & CFO to build and scale the direct-to-consumer Shopify channel, taking full ownership of ecommerce P&L, acquisition capital allocation, funnel architecture and performance governance.

Inherited fragmented paid strategy and underperforming DTC channel. Rebuilt the full acquisition and conversion engine with profitability-first discipline.

• Delivered 4x YoY DTC revenue growth within first 2 months post Shopify relaunch
• Increased Google Ads ROAS by 4.6x through structured account rebuild, keyword segmentation, negative keyword hygiene and budget reallocation
• Reduced blended CAC by 25% while maintaining growth velocity
• Increased website conversion rate by 60% via funnel redesign, landing page restructuring and offer positioning
• Rebuilt paid acquisition architecture across Google Search, Shopping, Display and retargeting layers
• Introduced creative and offer testing framework to improve CTR, Quality Score and acquisition efficiency
• Re-allocated budget from low-performing placements to high-intent segments, improving capital efficiency
• Implemented performance dashboards tracking ROAS, CAC, AOV, LTV and contribution margin weekly
• Designed high-margin bundle strategy to improve AOV and protect unit economics
• Embedded retention flows to improve repeat purchase sustainability

Impact: Transitioned DTC channel from reactive marketing spend to disciplined, ROI-driven acquisition engine with clear capital accountability.

Appointed to own and scale the full DTC and digital commerce function across UK and international markets, with direct responsibility for ecommerce P&L, acquisition capital allocation, margin performance and team structure during a highly volatile COVID period.

Held full budget authority across paid acquisition (Google Ads, Shopping, Display, Paid Social), lifecycle marketing and marketplace expansion, while integrating Shopify Plus with 18 physical retail stores into unified omnichannel ecosystem.

• Delivered +160% YoY ecommerce growth in the UK market
• Achieved 10.2 ROAS during peak COVID demand period through disciplined Google Ads restructuring, Shopping feed optimisation and capital reallocation
• Rebuilt Google Ads account architecture (Search, Shopping, Brand, Non-Brand segmentation) improving Quality Score and cost efficiency
• Optimised paid acquisition mix across Google, Display, Paid Social and Amazon, protecting contribution margin while scaling revenue
• Designed and launched Shopify Plus omnichannel integration across 18 retail stores, creating unified inventory and digital experience
• Scaled Amazon FBA across UK, EU and USA markets, increasing international revenue contribution
• Implemented performance dashboards tracking CAC, AOV, LTV, ROAS and margin thresholds
• Developed bundle strategy and merchandising optimisation to increase AOV and protect unit economics
• Built lifecycle CRM engine improving repeat purchase and retention stability
• Led and restructured 12-person ecommerce and digital team with clear accountability cadence

Impact: Converted pandemic-driven demand spike into sustainable, margin-protected digital growth engine rather than short-term revenue surge.

Appointed to lead and scale global B2C and B2B eCommerce operations across a high-volume consumer electronics portfolio (110,000+ SKUs), with full ownership of digital P&L, platform performance, and international delivery across UK, USA, and India.

• Led end-to-end transformation of the eCommerce ecosystem, evolving Magento 2 platform into a scalable, data-driven commerce infrastructure
• Defined and executed global eCommerce roadmap across B2C and B2B channels, aligning product, marketing, and technology into a unified delivery model
• Owned digital marketing budget and capital allocation, optimising performance across SEO, Google Ads, Paid Social, and CRM automation
• Introduced structured experimentation frameworks (A/B and multivariate testing) across a high-SKU environment to improve conversion and merchandising performance
• Improved acquisition efficiency through SEO restructuring, keyword strategy, and feed optimisation, increasing visibility and performance across channels
• Integrated Magento Business Intelligence and Marketo, enabling lifecycle segmentation, performance tracking, and data-led decision making
• Built and scaled global CRM and retention strategy, improving customer lifecycle value and repeat purchase behaviour
• Established centralised performance dashboards tracking CAC, CVR, AOV, LTV, and channel profitability
• Led and developed 14-person international team across UK, USA, and India, aligning delivery across product, marketing, and development
• Introduced structured operational cadence and governance, improving cross-team collaboration and execution consistency

• Scaled online operations; led digital transformation and experience improvements to support growth.

• Built digital-first marketing strategies; strengthened brand visibility and eCommerce performance.