I build the
systems behind
digital commerce.
The hard part was never the technology — it's the order you put the pieces in.
Context first. Code second.
I'm Head of Engineering D2C at Carhartt WIP. I lead three teams — app, webshop and integrations, 15 engineers — and together we own the platform the brand sells on across 24 European markets: storefront, app, and the integrations into ERP, CRM and search.
Before that I built commerce platforms and apps agency-side — for Highsnobiety, for MetaDesign, and for Carhartt WIP, whose app I took from first exploration to launch in 24 markets before joining them in-house.
That route taught me what I still work from: most projects don't fail on technology, they fail on sequence — the wrong piece built first, decisions deferred, dependencies found too late. Small teams with a clear brief and a fixed deadline fix more of that than better tooling ever will.
These days that includes making AI-assisted development part of how the teams actually work, rather than a pilot running next to the real thing.
Most of my job is making complex things feel obvious — then building them to last.
No forms, no funnels.
If something here resonates, write me.