E-commerce Growth & CRO.
You can buy more traffic. You can't buy your way past a broken funnel.
The leak is almost never at the top of the funnel.
It sits between the visit and the purchase. Product pages that don't sell, checkouts that leak, retention that stalls, media budgets that get blamed for a system problem they didn't create. Twenty years in retail, ten-plus scaling digital revenue. I find where it's leaking, I close it, and I make the growth compound instead of costing more every quarter.
Automate the Simple. Deepen the Critical.
This is the thesis I built Silk and Cashmere's AI transformation on. Two layers, one principle. Let machines take the repetitive work. Put your people where value is actually created and where margin is actually protected.
Most companies do the opposite. They automate the impressive-looking things and miss the ones that move the numbers.
The framework was built in retail, fashion and e-commerce, and it applies at any scale. It's now being applied beyond them too. At Silk and Cashmere with under 50 people, it let us operate like a company many times our size. At enterprise scale, the math is orders of magnitude larger, in both time recovered and margin protected.
The question is not if you will adapt. It's when you will have to.
- ·Content production
- ·Campaign copy
- ·Reports & data entry
- ·Store communications
- ·Product descriptions
- ·Operational workflows
- ·Ordering quantities
- ·Size-set optimization
- ·Store allocation
- ·Markdown prevention
- ·Forecasting & planning
- ·Merchandising decisions
Creative direction, campaign photography, atelier craftsmanship and key client relationships stay entirely human. The brand's soul is never touched.
166% e-commerce growth, 17x ROAS, 40%+ online share of revenue.
At Silk and Cashmere e-commerce passed 40% of total revenue, a level almost no heritage omnichannel retailer in Turkey reaches, where online sits near 7% of the broader retail economy. These are numbers I was accountable for, not numbers I advised on.