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EXPERIENCE

Career journey
and milestones.

May 2026 - Present
Cape Town (Hybrid)

Team Lead - Amazon Marketplace

Incubeta

Senior commerce role at Incubeta, an international digital marketing agency, working from the Cape Town delivery hub serving Netherlands and Northern European clients across Amazon and Bol.com.

Manage and optimise client accounts across Amazon Seller Central and Vendor Central, spanning appliance, health, and consumer categories
Lead content and compliance operations for major European appliance brands, including A+ Content and marketplace content-compliance programmes
Optimise EU listings with regulatory compliance built into the workflow, including German-language Amazon.de content under EU health-claim regulations
Onboarded a portfolio of Danish Amazon clients with structured handover documentation and a centralised client knowledge base
Established an AI-assisted analytics practice on live marketplace data: automated weekly sales briefings, buy box analysis, order reconciliation dashboards, and search visibility audits across client accounts
Built the team's hiring assessment infrastructure: candidate case studies, marking rubrics, and structured question banks
Amazon Seller CentralVendor CentralBol.comA+ ContentAI Reporting
Jan 2026 - Present
Cape Town (Fractional)

Senior eCommerce Lead

Col'Cacchio

Leading digital transformation and e-commerce strategy for South Africa's leading Italian-inspired restaurant franchise (48+ locations across South Africa, Namibia, and Mauritius). Run fractionally, which is only possible because the operating cadence is automated end to end with custom AI agent workflows.

Spearheading the full e-commerce journey and digitisation initiatives across the franchise network
Rebuilding the franchise website from scratch on Next.js + Vercel, with the store-finder, menu, and ordering journeys conversion-instrumented in PostHog
Running the franchise-wide promotional cadence through custom AI agent workflows: automated weekly promo packs with per-store routing, branded franchisee briefs, campaign reporting, and plan-versus-live reconciliation
Designed the network advertising budget architecture across delivery platforms; delivered a CRM-driven promotion returning 36x on spend with 57% first-time customers
Built a customer review intelligence pipeline processing 30,000+ reviews with aspect-level sentiment analysis across the franchise network
Automated store availability monitoring across 25 locations through trading hours on Uber Eats and Mr D, quantifying the economics of downtime
Developing digital strategy for Col'Cacchio GO, a delivery-focused QSR format, to support its expansion across the network
Next.jsVercelPostHogUber EatsMr DAI Agent Workflows
Jan 2025 - Present
Cape Town, South Africa

Founder

JS Labs

JS Labs is my AI-driven e-commerce consultancy and product studio. I build agentic systems and modern web platforms for eCommerce and marketplace teams, taking the repetitive operational work (catalog, pricing, reporting, support) and turning it into software that runs itself on a Next.js + Supabase + Vercel stack.

Built and operate a library of 35+ production AI agent workflows running weekly across four concurrent workstreams: promotional operations, marketplace reporting, listing compliance checks, meeting-to-task routing, and branded document generation
Designed and deployed a self-hosted multi-agent platform: a central orchestrator coordinating five domain-specialist agents with persistent memory, operated through a secure messaging interface on hardened private infrastructure
Built and manage end-to-end Amazon operations for US-based brands: listing strategy, PPC architecture, compliance frameworks, and performance reporting
Design and ship agentic ops systems (an autonomous catalog QA agent on Amazon SP-API, a daily repricing engine, and marketplace health monitoring) with human-in-the-loop approval gates
Delivered client data infrastructure projects, including a 20,000-contact CRM migration consolidated from 200+ source spreadsheets for a US professional services firm
Advise on Shopify and DTC growth strategy: store builds, conversion optimisation, and channel integration
Next.jsSupabaseVercelAI AgentsClaude & MCPAmazon SP-APITypeScript
May 2025 - May 2026
Remote (US)

Senior eCommerce Specialist

National Strategic Group

Managed a multi-brand Amazon US portfolio of health and supplement brands across listing strategy, advertising, and P&L performance.

Grew sales from $115K to $210K (83% increase) within 8 months, reduced ACOS by 14 percentage points, and improved net profit margin by 11%
Audited and rebuilt foundational PPC strategies: optimised campaigns, bids, and keyword targeting
Built a campaign segmentation engine that classifies 250+ live campaigns into action tiers, repeatedly surfacing five-figure annual savings opportunities
Developed advanced analytics dashboards and reporting for actionable performance insights, including an annual report suite and monthly P&L pipelines
Conducted product and market research to support new product launches
Supported inventory planning, D2C site optimisation, and A+ Content development
Amazon USPPCHelium 10Analytics DashboardsA+ Content
Feb 2024 - Jan 2025
Sydney, Australia

GTM & Product Strategy Advisor

Utiliti Group (Micro VC & Advisory)

Guided a portfolio of early-stage companies in scaling e-commerce and marketplace operations.

Helped portfolio companies implement go-to-market strategies, launching a consumer brand successfully into the US market
Led financial analysis across the portfolio, achieving average cost reductions of 15% with increased profit margins
Directed product strategy for MarTech startups: 20% user acquisition growth and a 150% increase in outbound leads
Advised senior management on growth strategies aligned with product and business objectives
GTM StrategyProduct StrategyFinancial AnalysisMarTech
Feb 2023 - Nov 2023
Berlin, Germany

Team Lead - New Product Launches

Berlin Brand Group

Managed end-to-end product lifecycles for 1,000+ SKUs across Amazon and global marketplaces at one of Europe's largest Amazon-native brand groups.

Improved launch timelines by 25% and enhanced market performance
Developed comprehensive go-to-market strategies increasing sales by 30% within four months
Collaborated cross-functionally with marketing, logistics, and operations to streamline processes and enhance profitability
Implemented analytics-driven strategies achieving sustained top-tier category placement
AmazonLaunch OpsLocalizationCross-Border GTM
Apr 2022 - Jan 2023
Cape Town, South Africa

Head of Marketplace

eComplete

Created and led the marketplace division of an eCommerce growth group: built the team, the playbook, and the SaaS tooling our clients ran on.

Achieved profitability within four months and increased client revenues by 60%
Expanded client base by 35% through strategic partnerships
Improved average order value by 29% via optimised pricing strategies while reducing marketplace operational costs by 36%
Built one of the most advanced marketplace solutions in South Africa; recruited, trained, and managed the team
SA MarketplacesSaaSAPIsPricingTeam Leadership
Sep 2021 - Apr 2022
Cape Town, South Africa

Marketplace Manager

eComplete

First marketplace hire. Built the API and database integrations connecting client catalogs to South Africa's largest marketplaces, and managed client marketplace accounts day-to-day.

Built API and database integrations to the largest South African marketplaces
Managed marketplace operations for multiple client accounts: product strategy, pricing, and performance improvements
APIsDatabasesJavaScriptMarketplace Ops
Sep 2018 - Apr 2022
Cape Town, South Africa

Director

Voltron Ventures

Founded and scaled a DTC private-label brand across Amazon FBA and Shopify: my first full run at sourcing, listing, pricing, and fulfilling products online, and where spreadsheets first turned into automation.

Built automated inventory management and forecasting systems, reducing operational errors and overhead costs by 20%
Managed multi-channel operations across Amazon FBA, Shopify, and marketplace integrations
Started automating the repetitive work with scripts and APIs, the origin of everything JS Labs builds now
Amazon FBAShopifyeCommerceJavaScriptAutomation
Jan 2018 - Sep 2018
Cape Town, South Africa

Head of Valuations & Analytics

Property Fox

Led the valuations and analytics function at a proptech startup, delivering data insights to sales and marketing teams.

Delivered data insights that improved customer engagement and deal closure rates
AnalyticsData InsightsValuations
CV

Education and
certifications.

Education

Bachelor of Business Science

University of Cape Town

Double major: Finance & Economics

2016

Certifications

Airtable Builder Certification2024
SQL Essential Training2022
Helium 10 Freedom Ticket2022
E-commerce Pricing Certification2022
Private Label Masters2021
Amazon Seller University2020

Interested in exploring opportunities?

I'm always excited to discuss how we can create value together through strategic partnerships and meaningful work.

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