Esprit — EMEA Digital Transformation
Directing company-wide digital transformation across the EMEA business — CX, commercial performance, governance, and omnichannel platform enhancement.
Esprit — Digital Experience Projects Director, EMEA
Amsterdam · 2023 – 2024
Scope: Company-wide digital transformation across EMEA — customer experience optimisation, commercial performance, operational alignment, and omnichannel platform enhancement.
The challenge
Bring focus, governance, and delivery discipline to a regional digital function spanning ecommerce, marketing and customer experience operations — and put the customer back at the centre of decision-making.
What I did
- Directed company-wide digital transformation focused on customer experience optimisation, commercial performance, operational alignment, and omnichannel platform enhancement across the EMEA business.
- Established digital governance frameworks aligning executive stakeholders, business priorities, delivery teams and transformation roadmaps.
- Built scalable PMO structures improving operational efficiency, cross-functional collaboration and project delivery maturity — reducing workflow bottlenecks and improving delivery visibility across multiple digital initiatives.
- Accelerated digital decision-making and stakeholder alignment across regional teams spanning ecommerce, marketing and CX operations.
Selected projects
Conversion Rate Optimisation Led a programme to discover and prioritise every meaningful CRO initiative — workshops, hypotheses, prioritisation, and presentation back to leadership for budget and resource approval.
Customer Experience (CX) Put the customer back at the forefront of decision-making. Consumer research, data analytics, journey mapping and returns procedure review — all impacting overall customer happiness and conversion.
Esprit Red Differentiated Esprit’s premium range from the basics — distinct backgrounds for product images, Bestseller tags on Esprit Red products, and a Bestseller filter on esprit.com.
Collection Launch Events Led the live product sell-in events for partners to view the latest collections.
PMO Setup Set up the PMO from scratch — Microsoft SharePoint migration, Teams channels, comms plans, PMO templates, and education across the business.
Central Business Unit (CBU) Strategy Created and implemented the CBU strategy to C-Suite and leadership — improving how business needs and objectives are managed and streamlining communication throughout the business.
Capabilities applied
Digital Strategy · CX Strategy · Ecommerce · Governance & PMO · Stakeholder Alignment · Conversion Optimisation · Operating-Model Design · Change Management
Putting the customer back to the forefront of decision making — and giving the business the operating model to actually deliver on it.