I build Amazon inside global beauty — across some of the most demanding categories in Europe. I've spent the last several years navigating the organizational complexity that most outside commentary tries to explain from a distance.
I write about commerce the way a founder would: obsessed with results, impatient with theatre, always looking for the lever that compounds.
What I write about
Three things, mostly:
Amazon as the engine. AMC, retail media, JBP leverage, promo architecture, the full shelf. Not isolated tactics — a commercial system that compounds when built right. Most brands run Amazon as a logistics function. The ones who treat it as a brand-building system win their categories. See the framework →
Connected commerce. Amazon is one channel. TikTok Shop, DTC, brick-and-mortar, marketplaces — the O+O ecosystem is where the real leverage compounds. Most brands are still drawing the map. The ones building the system right now are setting up the next decade of category share. See the framework →
The AI Shelf. AI-driven discovery — Rufus, ChatGPT shopping, Perplexity, Google AI Overviews — is restructuring how products get found and bought. This is the most under-discussed shift in commerce right now, and it's happening fast. I write about what I see from inside. See the framework →
Where I've built
- Senior Amazon Key Account Manager & Team Lead — L'Oréal Germany, Switzerland and Austria Present
- Amazon & e-commerce roles — L'Oréal 5+ Years
- Media planning & buying — agency side 1.5 Years
- Digital transformation consulting 4 Years
How to read what I write
If you run commerce inside a big brand, manage Amazon for a category that matters, lead a DTC business going omnichannel, or work in an agency that wants to think more like its best clients — Compound Commerce is for you.