Naama Kaufman in ivory tailoring, reflected across fragments of mirror resting against limestone, in warm morning light.

Digital commerce strategy for fashion brands, from roadmap to results.

Turning customer journeys into revenue across e-commerce, marketing and retention.

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Naama Kaufman · Digital Commerce · Strategy · Customer Journeys · London

Ten years in e-commerce and digital marketing. I find where the customer journey breaks, set the strategy and roadmap, and oversee execution through to measurable results.

Based in London · Available for full-time roles and freelance projects

357%Revenue growth in six months, 600,000+ NISMother of All
$250KIn investments and 600+ new users from a virtual summitOurCrowd
280%Follower growth from an influencer programme built from scratchAvishag Arbel
~10%Lift in sign-ups from on-site conversion toolsOurCrowd
What I do

How I help.

01

E-commerce & customer journey

Store structure, navigation, collections, product presentation and homepage, shaped to move customers from discovery to purchase.

Done at · Mother of All · Avishag Arbel · OurCrowd
02

Marketing strategy & roadmaps

One clear plan across paid, influencer, email and content, then overseeing execution with agencies, contractors and in-house teams.

Done at · Mother of All · Avishag Arbel · current consulting
03

Tracking & measurement

Tracking pixels, conversion tracking and journey analysis with GA4 and Hotjar, so activity can be measured through to purchase.

Done at · Mother of All · OurCrowd · current consulting
04

AI commerce readiness

How AI-led search and shopping agents are changing discovery, and what brands can do about visibility, trust and loyalty.

Done at · MA research · current consulting
Commercial work

Strategy in action.

Marketing Manager · Feb 2024 – Jan 2025

Mother of All

Designer eveningwear

Turning brand attention into commercial growth.

A sunlit atelier with cream garments on a rail, couture photographs on the wall and a handwritten note reading “Wear the cream one.”
357% Revenue growth in six months
600,000+ NIS

Set the B2C online sales strategy and roadmap, reporting to the CEO, then oversaw delivery across e-commerce and marketing.

Redesigned the Shopify store across navigation, collections, product presentation and homepage. Oversaw tracking pixels and conversion tracking so campaigns could be measured through to purchase, and used Hotjar heatmaps to find and fix friction.

Directed the PPC team, ran Google Search and influencer partnerships, and built retention into the plan with a collection launch, promotional events and an email newsletter.

E-commerce strategy · Shopify · Customer journey · Conversion tracking · PPC direction · Influencer · Email & retention · Analytics

Senior Product Manager, Head of Product-Led Growth & Top of Funnel · 2022–2024

OurCrowd

Global investment platform · promoted from Product Manager

How do you build digital journeys that move people from interest to action?

Owned product-led growth and the top of the funnel, leading a six-person cross-functional team across development, QA and analytics.

Led the Vantage website launch and the OurCrowd redesign, built on-site conversion tools, introduced AI-powered personalisation and an AI chatbot, and grew discovery through SEO-led content.

Designed the digital experience around a virtual summit that brought in new users and investment.

600+New users from the virtual summit
$250KIn investments
~10%Lift in sign-ups

Product-led growth · Top of funnel · Conversion · Personalisation · AI chatbot · SEO · Cross-functional leadership

International Product Manager · 2019–2022

Avishag Arbel

Israel’s largest maternity brand

Taking a local fashion brand to international customers.

Designed and launched the brand’s international B2C website, shaping the customer journey and conversion experience for new markets.

Led B2B and B2C operations and international client onboarding, working directly with brand and boutique owners, and oversaw contractors, design teams and a PPC agency against budget goals and brand KPIs.

280%Follower growth from an influencer programme built from scratch

International e-commerce · B2C website launch · B2B operations · Influencer programme · Agency management

Current · 2026 – present

Marketing & Growth Strategy Consultant

AI-powered platform

How do you help a brand stand out when everyone has the same new tools?

Advising the founder on brand and marketing strategy, website experience, content and partnerships.

Mapped the user journey and built the growth roadmap, selected key partners, and advise on analytics and conversion tracking so activity can be measured through to results, including visibility across traditional search and emerging AI-led discovery.

Marketing strategy · Growth roadmap · User journey · Partnerships · Analytics · Search & AI visibility

Scaling a fashion brand online? Let’s talk.

Get in touch
Strategic thinking

Strategic thinking.

Three strategy projects from my MA at London College of Fashion, each starting from how customers actually behave.

A woman in minimal ivory separates whose shadow on the wall wears a full couture ball gown.
The insight

Most of Selfridges’ visitors are aspirational shoppers, yet the journey often treats them as strangers. Online browsing, wishlists and preferences disappear the moment they walk into the store, breaking the sense of recognition that luxury depends on.

92.5%Make spontaneous fashion purchases
82.5%Experienced a break between browsing online and shopping in-store
55%Valued AI styling support

Source: original consumer survey, MA research, London College of Fashion (2026)

The recommendation

Build on Selfridges’ existing loyalty programme and customer data to create one continuous journey between digital discovery and the store: AI Virtual Styling before the visit, and Smart Fitting Room Mirrors in-store.

The insight
3.5%Of active customers
39%Of sales

Source: Thomson (2024)

The model rests on a small group of top clients. The opportunity is scaling that high-touch experience to aspirational customers without losing exclusivity, just as AI agents start to sit between the customer and the store.

The recommendation

Scale the luxury experience through three strategic initiatives.

Initiative 01AI Visibility
Initiative 02Digital Luxury Experience
Initiative 03Entertainment Commerce
The insight

Consumers criticise fast fashion in principle, yet keep prioritising affordability, convenience and novelty in practice: a persistent gap between values and behaviour.

The recommendation

Zara Exchange, a circular commerce model that rewards garment returns and turns sustainability into customer value.

ValueTurn old garments into purchasing power.
HabitBuild recycling into the shopping journey.
CredibilityReplace sustainability claims with transparent circularity.
More thinking on The Taste Index →
AI commerce

Where shopping is going.

A cream blazer, a leather portfolio, a white handbag, sunglasses and a bottle of perfume on travertine in warm light.
MA research · 2026

How AI agents change the way we buy

My research explored how AI agents and agentic search are reshaping the way people discover, trust and buy fashion.

Founder project

B.

A concept for an AI shopping companion designed to help people buy better, not just faster. Currently prototyping; pitched at UAL Pitch It 2026.

Writing

The Taste Index

My Substack for e-commerce and DTC marketers, using fashion as a strategic lens.

Read The Taste Index →
About

From building digital journeys to questioning what comes next.

For ten years I’ve worked across marketing, e-commerce and digital product, helping brands grow by improving the journey from discovery to purchase. I understand e-commerce from both sides: first as a highly engaged customer, then as the professional shaping the decisions behind the screen.

I’ve just completed my MA in Strategic Fashion Marketing at London College of Fashion, where my research explored how AI is reshaping the way we discover, trust and buy.

I’m fascinated by the space between what customers say, what they do, and what technology is starting to make possible.

Based in London · Eligible to work in the UK
Available for full-time roles and freelance projects

  • MA Strategic Fashion Marketing, London College of Fashion, UAL (2026)
  • BA Marketing & Business Management (Honours), Reichman University (IDC Herzliya)
  • Principles of Luxury, Sotheby’s Institute of Art
Naama Kaufman in an ivory silk shirt resting her chin on her hand at a travertine table, lit by morning sun.
Who I help

Sound familiar?

Fashion brands ready to scale online

You have the product and the attention, but online sales aren’t keeping up. You need a clear roadmap and someone to see it through.

Founder-led brands without an e-commerce lead

You’re juggling the store, the ads and the agencies yourself. You need one person to set the plan and run the moving parts.

Teams who can’t see what’s working

Campaigns are running, but you can’t trace them to sales. You need tracking and analytics you can trust.

Brands getting ready for AI-led shopping

Customers are starting to search and shop through AI. You want to stay visible and trusted when they do.

Hiring? I’m open to e-commerce, marketing, digital strategy and customer experience roles in London.

Download CV
Contact

Let’s talk.

Tell me about your brand, your project or your role, and I’ll get back to you.

Download CV