Enterprise MACH Replatforms
Executive oversight for major transformations including White Stuff, Brompton, First Rate Exchange Services, ITS, Pharmacy2U, and Harvey Nichols — across commercetools and BigCommerce.
Case StudyComing Soon
Business × Technology
Adam
Wilson
VP, Commercial & Delivery · Composable Ecosystems · Digital Transformation
Commercial and operational technology executive bridging deep technical complexity and high-level business strategy — with 20+ years leading global delivery organisations, scaling business units, and driving enterprise digital transformation.
20+
Years Experience
SLT
Sales · Delivery · Ops
Global
Programme Scale
MACH
Composable Commerce
AboutWhere Strategy
Where Strategy
Meets Execution
London Area, United Kingdom · BSc Computer Science (1st), Brunel University
I am a commercial and operational technology executive who bridges the gap between deep technical complexity and high-level business strategy. With over 20 years of experience, I lead global delivery organisations, scale business units, and drive enterprise digital transformations across the commerce, financial services, and insurance sectors.
Most recently serving on a regional Senior Leadership Team (SLT) reporting to the C-suite, I have governed multi-million-pound portfolios across the UK, Europe, and offshore hubs. My expertise spans strategic P&L management, C-suite client partnerships, and championing modern operational efficiencies — including the team-wide adoption of generative AI to boost engineering velocity. I also apply AI in client-facing practice: structured market-analysis prompting and BMAD with Claude for agile delivery — keeping humans accountable for priorities while AI sharpens speed and clarity.
My path runs from hands-on development on enterprise ecommerce platforms, through technical delivery leadership on programmes like IKEA and Vodafone, into VP-level ownership at APPLY across BigCommerce, commercetools, and the MACH Alliance — always translating between worlds that too often don't speak the same language.
Core Expertise
LeadershipDigital TransformationComposable CommerceGenerative AIMarket Analysis PromptingBMAD / Claude AgileAI-Enabled DeliverySales, Delivery & OpsAgile & SAFeProgram ManagementBigCommercecommercetools
“I don't just manage technology programmes — I understand the code, the architecture, and the business impact.”
Career JourneyTwo Decades.
Two Decades.
One Continuous Thread.
From junior developer to VP — every role has deepened the bridge between engineering craft and business leadership across sales, delivery, and ops.
Current Role
VP, Commercial
APPLYJul 2025 — Present
Regional SLT member reporting to the C-suite, with full operational and strategic delivery ownership of a multi-million-pound portfolio of enterprise composable (MACH) commerce solutions — spanning sales, delivery, and ops across global engineering hubs.
SLTMACH AllianceDigital TransformationSales · Delivery · Ops
Director of Ecommerce
APPLYMay 2023 — Jun 2025 · Greater London
Following E2X’s acquisition, transitioned into the regional SLT to take strategic and operational ownership of enterprise MACH commerce delivery across UK, Europe, North America, and LATAM.
Composable CommerceSLTGlobal DeliveryAccount Growth
Director of Ecommerce
E2XOct 2020 — May 2023
Steered the Mid-Market business unit as an effective GM and SLT member — full P&L and operational accountability across the client lifecycle from pitch and discovery through delivery and managed services.
P&L OwnershipSLTBigCommerceComposable Commerce
Technical Delivery Manager
Legal & General Investment ManagementOct 2019 — Sep 2020 · Greater London
Led technical delivery and agile coaching for a cross-functional engineering team within LGIM — delivering regulatory and transactional platforms while raising agile maturity across the department.
Technical DeliveryFinancial ServicesAgile CoachingFintech Integration
Senior Technical Project Manager
UnderwriteMeJan 2017 — May 2019 · London
Led technical delivery, agile execution, and cross-functional engineering to build and scale UnderwriteMe’s core product suite — balancing C-suite stakeholder management with hands-on technical coordination.
Technical DeliveryInsurance TechKubernetesC-Suite Reporting
Technical Delivery Lead
IKEA Group (via E2X)Jan 2013 — Dec 2016 · London Area
Co-led technical direction and agile delivery for the backend engineering team powering IKEA’s global commerce platform (Oracle Commerce / ATG) under SAFe — launching IE, GB, and BE digital storefronts.
SAFeOracle CommerceGlobal ScaleBDD
Tech Lead
Vodafone (via E2X)Oct 2010 — Dec 2012 · London
Led the engineering team delivering and scaling hollandsnieuwe.nl for Vodafone Group on the ATG Commerce platform — supporting high-volume transaction traffic.
ATGTechnical ArchitectureTeam Leadership
ATG Consultant
Epson Europe B.V.Sep 2011 — Nov 2011 · Hemel Hempstead
Engaged as an enterprise specialist to audit, optimise, and streamline Oracle ATG deployment pipelines and product catalog ingestion workflows.
ATGConsultingDeployment Optimisation
Team Lead
Ageas InsuranceMay 2009 — Oct 2010 · London
Led the Scrum team delivering the Ageas Protect website, including integration with Portrait and Lissia. Formerly Fortis Life UK; later acquired by AIG.
Team LeadershipInsuranceIntegration
Senior Developer
Fortis Life UK (Ageas)Oct 2007 — May 2009 · London
Developed the front end in C# and the back end in Java as part of the Scrum team.
JavaC#Agile Development
Senior ATG Developer
Friends ProvidentJan 2006 — Sep 2007 · Dorking
Senior developer in the agile teams that delivered the Friends Provident extranet on the ATG platform.
ATGFinancial ServicesExtranet
Senior ATG Developer
ConexusMar 2004 — Jan 2006 · Windsor, Eindhoven
ATG developer delivering the Philips global site, plus projects for Jewson and HP.
ATGE-CommerceGlobal Delivery
ATG Developer
EsselteJul 2001 — Feb 2004 · Uxbridge
Junior developer on Dymo.com and Esselte.com — started as a university placement year and became the foundation of an enterprise ecommerce career.
ATGE-CommerceCareer Foundation
Portfolio
In DevelopmentSelected Work
Selected programmes and AI delivery practices. Deeper case studies coming soon — explore the journey above or ask the Digital Twin.
Post-Acquisition Operating Model
Global operating-model integration after E2X joined APPLY — standardising governance, scaling capacity, and aligning delivery frameworks across regions.
Case StudyComing Soon
Financial Services & Insurance Delivery
Technical delivery leadership at LGIM — a complex financial platform implementation, FIS vendor integration, and agile coaching in investment management — and at UnderwriteMe, delivering underwriting rules engines, referral tooling, and partner extranets with C-suite governance.
Case StudyComing Soon
Global SAFe Delivery at IKEA
Backend technical direction for IKEA’s global commerce platform under SAFe — Big Room PI planning and IE, GB, and BE storefront launches on Oracle Commerce.
Case StudyComing Soon
Client Market-Analysis Prompting
Designing structured prompting workflows so clients get repeatable market analysis — competitive scans, opportunity framing, and decision-ready summaries — rather than one-off chatbot answers.
Case StudyComing Soon
BMAD Agile Delivery with Claude
Using BMAD (AI delivery method) with Claude to accelerate discovery, backlog shaping, and sprint execution — keeping humans in control of priorities while AI sharpens speed and clarity.
Case StudyComing Soon
ContactLet's
Let's
Connect
Open to conversations about digital transformation, composable commerce, leadership across sales, delivery and ops, and the intersection of business and technology. Reach out via LinkedIn or email.