Internet Fusion Group
Engagement Overview
Engaged to provide product and delivery leadership for a fast-growing start-up as it prepared to scale its platform and target IPO. The organisation required clear ownership of its product strategy and delivery approach to support rapid growth, mature its platform capabilities, and onboard new clients at pace.
The engagement focused on stabilising delivery, scaling the proprietary platform, and enabling client onboarding across both existing e-commerce sites and new platform consumers.
Platform Development
Problem
Despite operating an established warehouse management system supporting over 30 owned sites, the organisation faced multiple concurrent initiatives competing for attention, each with tight delivery deadlines and limited prioritisation. I was engaged to introduce clarity and direction to the product roadmap and to deliver a coordinated set of front-end and back-end initiatives, spanning cart optimisation, new site development, and platform integrations, ensuring progress aligned with commercial priorities and delivery was executed predictably.
Outcome
Enabled accurate US sales tax handling by integrating the platform with Avalara, removing reliance on a default 7% sales tax rate and ensuring compliance while preventing unnecessary overcharging.
Stabilised and standardised analytics across the platform by delivering a full Google Analytics 4 migration for all sites, resolving issues in the existing setup that were causing inaccurate sales and performance reporting and restoring confidence in decision-making data.
Delivered three in-house e-commerce sites end-to-end, covering user experience definition, SEO configuration, Google Tag Manager implementation, and warehouse management system integration, enabling faster go-to-market for new propositions.
Embedded a data-driven optimisation approach by introducing A/B testing as a standard practice, improving the ability to optimise user journeys based on measurable behaviour rather than assumption.