E-commerce · CRM · International

Growing online sales
for premium fashion brands,
from acquisition to repeat purchase.

International E-commerce & CRM Director.

Ten years leading digital for premium fashion brands: strategy, teams, platforms, CRM and P&L.

See my career
Marie Amalou
Today · Kujten
Marie Amalou
International E-commerce & CRM Director
LinkedIn profile
About

19 years building
hands-on expertise.

E-commerce & CRM Director with 19 years in digital, including 10 in fashion, a demanding sector where customer experience excellence is non-negotiable.

My background (agencies, international roles, different industries) has taught me to quickly grasp what is specific to each brand.

My playing field: building or structuring a fashion house’s digital department to grow its e-commerce sales across every lever: acquisition, onsite customer experience, CRO, retention.

Sept. 2026 – present
Kujten, International E-commerce & CRM Director
Executive committee member. Leads e-commerce and CRM in France, the brand’s home market, and internationally, with strong growth in the United States. Team of 6.
Apr. 2025 – Apr. 2026
Études Studio, Digital Director (Chief Digital Officer)
Executive committee member. An entrepreneurial chapter: co-built the brand’s five-year growth plan (DTC and marketplaces) during its relaunch, approved by shareholders, then built the digital department from scratch.
Feb. 2016 – Mar. 2025
A.P.C., E-commerce & Digital Director
Led A.P.C.’s European digital strategy and coordinated international subsidiaries. Tripled e-commerce revenue. Built and managed a team of 11. P&L ownership, replatforming, omnichannel strategy.
2012 – 2015 · Canada
Desjardins Assurances Générales, Digital Marketing & Communications Manager
Four years in Canada, in financial services. Led digital marketing strategy for Canada’s leading cooperative financial group: multichannel acquisition and retention campaigns, $5M budget, French- and English-speaking markets in Quebec.
2008 – 2012
Digital agencies, FullSix Group, Carré de Ciel & Skema
Account Director. Integrated digital strategy, CRM and media plans, teams of 10. Clients: Cacharel, L'Oréal, Orangina, Bandai, 3M, Asia, Tryba, Homebox, Synthès, Renault, Dacia, PMU.
Education · 2006
Master’s degree in Communication, ISCPA Paris
My vision

A brand doesn’t grow online by adding channels or following “best practices”. It grows when every channel speaks like the brand.

My role: turning leadership ambitions into clear trade-offs. Which markets, which channels, which platform, which team, which budget, then a roadmap teams can actually deliver.

With agentic commerce, part of shopping will run through AI agents that compare on the customer’s behalf. Brands that haven’t structured their product data will become invisible. My approach rests on four principles.

  • Get known, without getting diluted.Balance brand awareness and performance, and manage acquisition on customer acquisition cost rather than traffic volume. Every campaign should also feed the CRM base.
  • Bring them back.RFM segmentation, automated journeys, email and SMS: repeat purchase is what pays back acquisition cost and builds customer lifetime value.
  • Be found, by customers and by AI.Mobile performance, structured product data, SEO and GEO: a catalogue that Google and AI shopping agents can both read.
  • Start from the customer.Journeys, conversion, returns, customer service: the experience is built on what customers actually do, measured and tested, not on assumptions.
Key experience

A growth story, a relaunch,
a considered-purchase market.

A.P.C. · 2016-2025
Tripling e-commerce revenue in 9 years.

European digital strategy, coordination of international subsidiaries, replatforming. Team of 11.

Études Studio · 2025-2026
Building a relaunch strategy, then delivering it.

I helped build the brand’s five-year growth plan, across DTC and marketplaces, as it sought to relaunch, and championed it through to shareholder approval. I then joined the brand to build its in-house digital department: DTC and marketplace strategy, replatforming and UI/UX redesign, process reorganisation, CRM roll-out, P&L ownership. An entrepreneurial role, with a scope extending to marketing.

Desjardins · Canada · 2012-2015
Acquiring customers in a considered-purchase market, not an impulse one.

At Canada’s leading cooperative financial group, I led digital acquisition and retention strategy, as well as the onsite experience, with a $5M budget, across Quebec’s French- and English-speaking markets. Working with offline and relationship marketing teams, in banking and insurance, where every purchase is considered, regulated and binding. The opposite of fashion: acquisition is won on proof, not on impulse, against demanding performance targets.

Expertise

Areas of expertise.

The scope I have led as a digital director.

E-Commerce
  • Replatforming
  • UI / UX redesign
  • Conversion rate optimisation (CRO)
  • Agentic commerce & AI
  • GDPR & Consent Mode v2
CRM & Retention
  • Email & SMS
  • Marketing automation
  • RFM segmentation & personalisation
  • Repeat purchase & lifetime value (LTV)
Acquisition
  • SEA / Paid social
  • SEO & GEO (search and AI visibility)
  • Affiliate & partnerships
  • Brand / performance mix
International
  • Market launch & localisation
  • Tax & compliance by market
  • Cross-border logistics
  • Shopify Markets
Marketplaces
  • Retail full price (Farfetch, Miinto…)
  • Outlet & off-price (Yoox, BestSecret…)
  • DTC / marketplace balance
  • Catalogue & content management
Organisation & Management
  • Roles & responsibilities
  • Internal processes
  • Digital team leadership
  • Budget & P&L ownership
Contact

Let’s talk.

A question about e-commerce, CRM or the international growth of a fashion brand? Get in touch.

contact@marie-amalou.com
LinkedIn profile
Marie Amalou · Paris · 2026