Stop trading your DTC brand on gut instinct. Build the planning system that makes revenue predictable.
Data takes days to pull. Cash sits in slow stock while best-sellers sell out. Every decision routes through you.
I install the commercial planning, forecasting and reporting systems that fix this.
Built by me, run by your team, built to last after I leave.
15 years inside Zalando, TK Maxx, Ralph Lauren, eBay. €200M revenue owned.
Dynamic Forecasting
Weekly Trade Rhythms
80/20 Assortment
Automated Reporting
OTB Planning
Margin Visibility
I build Systems
"He understands that in luxury retail, the value of data is not in producing more reports. It is in helping the team make better buying, stock and markdown decisions at speed." — Robena, Commercial Director, Voyeur Voyeur
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Where I have delivered
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About Me
Hi, I'm Joseph. I spent 15 years inside some of Europe's most demanding retail and e-commerce businesses. JD Sports, Ralph Lauren, eBay, TK Maxx Australia, and most recently Zalando, where I owned €200M in revenue and led planning across European markets.
In every role, the job was the same: make revenue predictable. Build the pre-season plan. Trade it hard in season. Develop the people who'll run it after you.
Seven of my direct reports have been promoted. The planning playbook I wrote at Zalando was adopted by more than 100 buyers and merchandisers.
Along the way I learned something that now defines how I work: the planning system matters more than any single decision inside it. Get the system right and the decisions start making themselves.
So now I build those systems for growing retail and e-commerce brands, as a Fractional VP of Commercial Operations, working alongside the founder, CEO or the commercial director.
I don't hand you a strategy deck and an invoice. I build the technical infrastructure myself, from data pipeline to dashboard, then train your team to run it without me. Built to last after I leave.
"Joseph brings technical depth, commercial common sense and a very thoughtful approach to his work." — Robena, Commercial Director, Voyeur Voyeur
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Sound Familiar?
You built this brand with your own two hands. You took risks, moved fast, and made it work through sheer force of will.
But at this scale, every week feels like an uphill battle.
A Broken Data Ecosystem
Insights take days to pull from disparate data sources. Once you've finally got your hands on the data you need, the moment has passed and you've missed the opportunity.
Your reacting to history, instead of predicting demand.
A Cash Flow Trap
Cash sits in slow-moving stock while your best sellers run out. You spend so much time trading the current season you never get to plan the next one.
Founder Bottleneck
Every decision goes through you. Your team is capable, but they don't have the visibility to act without you. The business can't scale past your bandwidth.
Time to stop firefighting. Time to know where your profit is. Time to stop letting inventory hold your cash hostage.
You don't need more headcount. You need a planning system that makes revenue predictable.
"What previously took hours across multiple spreadsheets can now be understood in minutes." — Robena, Commercial Director, Voyeur Voyeur
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Case Studies
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How I Work For You
I map your workflows, data and decision-making, and I talk to your people. You get an honest picture of what's broken, what's working, and what I'd fix first — including, if it comes to it, telling you that you don't need me.
I design your commercial framework — forecasting, pricing, assortment, trading rhythm — and you see the full plan before anything gets built. Fixed scope, agreed upfront.
I build it myself: dashboards, automation, planning tools. I build with tools your team can maintain after I leave — BigQuery, dbt, Looker Studio, Google Sheets, Excel, Python. No black boxes, no licence traps.
I train your team on the new systems and coach your leads. The goal isn't usage — it's judgment: your people reading the numbers and acting on them without me in the room.
Documented, trained, embedded. A system your team runs without me — and, increasingly, without you. "He focused on building something useful from the outset, while also creating a foundation that can grow with the business." — Robena, Commercial Director, Voyeur Voyeur
Most clients don't need me after handover — that's the point. Some keep me on a day or two a week as their fractional commercial lead. Month to month, no lock-in.
I work with growing retail and e-commerce brands — typically €2M–€30M in revenue, often (not always) on Shopify — alongside the founder, CEO or commercial director. If you're earlier than that, or you're looking for an agency to run your marketing, I'm honestly not the right fit.