Frederique De Sousa | eCommerce & Digital Product Director

Profile

I build and run eCommerce P&Ls, then hand them off stronger than I found them. I started in tech, wrote code, and rolled out platforms myself before I ever owned a P&L, so I read a sprint board and a revenue forecast the same way. That is the gap clients bring me in to close, between commercial, business and IT, when the teams stop understanding each other.

My work spans Nestle Nespresso across four countries, a GCC Director of eCommerce mandate in Dubai, and fractional advisory for brands like Lacoste, Virgin Atlantic and McDonald's today. I negotiate marketplace Joint Business Planning directly with Amazon, Lazada and Shopee, and I hold certified, active fluency in Claude and modern AI tooling on top of PRINCE2, UX-PM and a decade of SAP Hybris depth. I look for the next Head of, Director or VP eCommerce mandate, and I am equally at home in an eCommerce Manager role where the scope is right.

CHF 35M+P&L owned at peak

6SEA markets led at once

25+team members managed

110+websites deployed, 40+ countries

Experience

A manifest of what got shipped

Sep 2025 – PresentBarcelona, Spain

Fractional eCommerce & Digital Director

Self-employed

Advise C-level stakeholders at Lacoste, Virgin Atlantic, McDonald's, Tokopedia and Huda Beauty on eCommerce strategy, D2C growth and revenue analytics.
Launched DocMarkID, an iOS and iPadOS app that watermarks sensitive documents on-device before sharing, built to reduce identity theft and data-breach exposure. View on the App Store →

May 2025 – PresentRemote

Founder — Padel Point

Self-employed

Built and launched an iOS and watchOS padel app from concept to production, now past 126,000 downloads, 71,000+ weekly active users, a 4.8 rating across 620+ reviews, and a 0.02% crash rate.
Owned the full product lifecycle: vision, roadmap, Agile sprints, Apple Health integration, and developer/designer coordination.
Secured a direct engineering partnership with Huawei to launch on AppGallery and feature the app in the Watch Fit 5 series release, including a Huawei-produced TV commercial.
Taught myself SwiftUI to contribute directly to development.

App Store → padelpoint.app →

Jan 2024 – May 2025Dubai, UAE

GCC Director of eCommerce

AIR / OOKA

Directed eCommerce strategy across APAC and GCC as a MANCOM member, covering checkout, personalisation and subscriptions.
Drove +22% conversion and +37% repeat purchase growth through CRM-led loyalty and subscription programmes.

Jul 2022 – Jan 2024Singapore

SEA Regional eCommerce & Digital Manager

Nestle Nespresso

Owned eCommerce P&L and digital strategy across six SEA markets, leading a team of 25 or more.
Ran marketplace strategy across Shopee, Lazada, Tokopedia, Blibli and Amazon, and launched the Philippines Magento site.

May 2021 – Aug 2022Bucharest, Romania

eCommerce & Digital Manager

Nestle Nespresso Romania

Owned B2C and B2B P&L worth CHF 8M or more, growing conversion by 2.1 points a year, leading a team of 6 as a direct report to the BEO and a Nespresso Romania ManCom member.
Set the eCommerce roadmap and drove digital channel performance through customer journey insights, personalisation and A/B testing, plus SEO guidelines.

Mar 2019 – Jun 2021Barcelona, Spain

Global eCommerce Business Rollout Project Manager

Nestle Nespresso

Co-founded the Nespresso eCommerce HUB in Barcelona and led global SAP Hybris rollouts across worldwide markets (responsive web and mobile apps), coordinating IT, UX, testing and local market teams end-to-end.
Delivered major rollouts including Vertuo, B2B Responsive, PayPal, Connected Machines, Subscription, Nespresso & You and Distributors, tracking performance via HyperCare KPIs and dashboards.

Oct 2016 – Feb 2019Lausanne, Switzerland

International Digital & eCommerce Specialist

Nestle Nespresso

Deployed 39 B2C websites across 19 countries on SAP Hybris, and brought six markets to WCAG 2.0 AA compliance.

Jan 2013 – Jul 2016Lausanne, Switzerland

Website Coordinator, then Digital & eCommerce Project Manager

Editions Atlas Group / Provea International

Managed eCommerce web content and CMS strategy for Miriale.com and Tono.com across 18 markets, including the shift from desktop to dedicated mobile sites.
Ran SEO, GA/GTM reporting and CRO testing (A/B testing, retargeting, Kameleoon), plus vendor and UX agency management.
Built and ran the brand's Facebook and YouTube presence: community management, paid social, and a channel that passed 50K views.

Mar 2013 – Nov 2014Thonon-les-Bains, France

Founder & Paid Search Manager

We Are Digital

Founded a paid search and social media consultancy for brands and agencies across France and Switzerland.
Ran SEM/SEO and Facebook Ads campaigns, and managed multi-channel social publishing and email marketing (MailChimp, Sendinblue).
Advised clients on new website builds across Joomla, Magento and WordPress.

Jul 2011 – Jul 2013Paris, France

Where it started: CTO & Co-Founder

All Together

Built the product from scratch as sole technical co-founder: custom MVC backend (PHP5, Smarty), a Symfony-style frontend framework, HTML5, CSS3 and AJAX (jQuery).
Led a team of five developers, and owned SEO, SEM and analytics on top of the tech stack.

Beyond the P&L

What sets the file apart

Operating model

The bridge between tech and commercial

Started in development and platform rollout before moving into commercial leadership. I still read code and architecture, which is what lets me close the gap when product, IT and business talk past each other.

Retail partnerships

Marketplace Joint Business Planning

Negotiate JBP directly with Amazon, Lazada and Shopee, from commercial terms to exclusivity and performance governance.

Partnership

Huawei × Padel Point

Huawei approached Padel Point for a direct engineering partnership, an AppGallery launch, and a produced TV commercial for the Watch Fit 5 series. The app now runs past 126,000 downloads and a 4.8 rating.

padelpoint.app →

Industry voice

Keynote & jury circuit

Spoke at Seamless Middle East 2024 and Seamless Asia 2022 and 2023 on loyalty, subscription and D2C growth. Sat on the advisory jury for iMedia Summit APAC.

AI fluency

Certified across the Anthropic suite

Claude 101, Claude Platform 101, Claude Code 101, Claude Code in Action and Introduction to Claude Cowork, plus the UAE's 1 Million Prompters programme.

Toolkit

What I run the business on

Commercial & Leadership

P&L up to CHF 35M+ D2C & B2B Omnichannel strategy CRM & loyalty Subscription commerce Team building, 30+ Marketplace JBP negotiation MarTech stack ownership

Marketplaces

Shopee Lazada Tokopedia Blibli Amazon

Platforms & Tools

SAP Hybris / Commerce Cloud Magento / Adobe Commerce Cloud Shopify GA4 Power BI HotJar Kameleoon AB Tasty JIRA / Confluence Figma Sprinklr Klaviyo Usabilla Glassbox Claude / Applied AI

Languages

French — Native English — Fluent Spanish — Professional Portuguese — A2/B1 Romanian & Russian — Notions

Certifications

Stamped and current

AI fluency

Anthropic AI Certification Suite

Claude 101 · Claude Platform 101 · Claude Code 101 · Claude Code in Action · Intro to Claude Cowork

Dubai Future Foundation

1 Million Prompters

UAE AI Office prompt engineering programme

APMG / AXELOS

PRINCE2 Practitioner & Foundation

2015

UX Alliance

UX-PM Level 1 & 2

2017 – 2018

Nestle eBusiness Academy

eCommerce Expert Programme

Level 1 & 2, 2023

Google

Google Analytics & Digital Marketing

Analytics, Digital Active, Marketing Fundamentals

Apple

Apple Ads Certified

2025