About
Thomas Nicoli
Senior Digital Commerce, CRM & MarTech Consultant
Senior consultant in Madrid, connecting business, e-commerce, CRM and technology to turn complex digital problems into clear, coordinated and usable systems.
Madrid, Spain · More than 10 years
My work often begins in the uncomfortable space between a business need and a technical reality: several people involved, inherited decisions, and no need for another presentation, just a clear direction. That is where I am most useful.
For more than ten years I have worked across digital commerce, CRM, multilingual content, SEO, international delivery and platform operations in beauty, luxury, entertainment and technology environments. My profile is deliberately hybrid: neither a pure developer nor a consultant who steps away when implementation starts. I translate between business goals, creative teams, agencies and Salesforce platforms, and keep the thread intact until the solution works in practice.
What interests me most is not a particular technology, but understanding why something gets stuck: a buying journey that looks simple and is not, two teams describing the same problem in different language, or a manual task everyone has learnt to accept. Untangling those situations takes analysis, listening and enough technical judgement not to simplify away what matters.
I am now looking for projects where that mix can create a tangible improvement: make an e-commerce journey easier to use, a platform easier to understand, a web presence more precise or repetitive work less manual without losing control. The work shows how I make decisions; if one of those knots sounds familiar, that is a useful place to start a conversation.
Experience
Ten years, three chapters.
2023 to today
D2C e-commerce platforms across European markets
In-house
Day-to-day operation of direct-to-consumer online shops serving several European countries: content, promotions, transactional and marketing emails, localisation and release testing.
Before 2023
A portfolio of 16 websites in 5 languages
Digital agency
At a digital agency, I managed a portfolio of sixteen websites in five languages.
2017 to 2022
Multilingual SEO and translation
Freelance, as Metamorphoses Consulting
Freelance multilingual SEO specialist and translator for language and search agencies, including TransPerfect, Travod and Webcertain.
Education
Master's degree in Intercultural Management, Marketing and Translation, ISIT Paris.
How I work
I
Useful clarity
Naming the problem well often saves more time than racing towards the first solution. I explain decisions and limits without hiding behind jargon.
II
Translation
Business, creative and technology teams speak different languages. My job is to preserve precision while helping them make decisions together.
III
Judgement
Not every problem needs a new tool, an automation or an effect. I choose the complexity that contributes and remove the kind that only performs.
IV
Continuity
Strategy does not end when a document is approved. I keep decisions alive through build, validation and handover.
Areas of expertise
- Digital Commerce and conversion optimisation
- Salesforce Commerce Cloud & Marketing Cloud
- CRM, customer journeys and transactional communications
- International digital project management
- Business, technical-team and agency coordination
- Multilingual content and SEO
- Web design and front-end development
- AI and Python-powered automation
Working rules
- ITwo projects at a time, at most. I confirm every date before I commit to it.
- IIA fixed price and a written scope before anything starts. One round of corrections is included.
- IIIYou approve each step before it goes live. I do not build fully autonomous systems.
- IVI never ask for passwords by email, and I delete your working data when the project ends unless you ask me to keep it.
- VNo medical, financial or legal data. If a project is not for me, I say so early.
Languages
- French, native
- English, bilingual
- Spanish, bilingual
- Italian, basic
Tell me what eats your week.
Send a few lines about the task that keeps coming back. I reply within one working day, usually in the evening, Madrid time.