I help build digital products and the teams behind them.
Technology leadership across e-commerce, data, and IT.
About
I partner with executive leadership across product, marketing, supply chain, and retail operations — shaping org structures, governance, and delivery cultures that convert strategy into measurable outcomes.
Before executive leadership, I spanned product management, front-end development, UX design, and brand management across Hong Kong, Barcelona, and Montreal — from early-stage startups to global retail. I speak fluent engineer, product manager, and business executive.
Alongside my primary responsibilities, I actively build personal projects to tackle concrete problems. Whether developing productivity tools or data visualizations, each initiative is an opportunity to experiment with modern technologies and ship practical solutions. See my side projects
Areas of expertise
What I'm hired for: strategy, org scale-up, data & AI, omnichannel delivery — each proven in Experience below.
Product & Technology Strategy
Roadmaps tied to P&L — grew digital revenue to $30–40M/yr (~15% of revenue) at 99.99% uptime with 24-hour delivery. See Experience.
Organizational Design & Leadership
Scaled a 30+ cross-functional org on >$3M/yr — agile cadence, hiring, and coaching with rigorous semi-annual reviews. See Experience.
Data, AI & Performance Metrics
Built the data hub from zero — pricing tool across thousands of SKUs, support chatbot, 70% lower compute costs. See Experience.
E-commerce, Retail & Go-to-Market
Launched cross-border, marketplace, B2B and Click & Collect (27% of volume); delivered tech for 20+ store openings. See Experience.
Skills
Leadership & Collaboration
- Team leadership & coaching (30+ people, semi-annual reviews)
- Cross-functional communication (product, marketing, supply chain, retail)
- Executive communication & stakeholder alignment
- Roadmapping & prioritization (P&L-linked)
- Org design & change management (scale-up, agile rituals)
Delivery & Operations
- Program & project management (e-commerce migration, 20+ store openings)
- Agile delivery (Scrum, Kanban, release cycles)
- IT governance & cybersecurity (Law 25, vendor risk, DRP)
- Budgeting & P&L (>$3M CAD/yr) · Vendor management
Technical Expertise
- Hands-on today: React / Next.js, Node.js / TypeScript (side projects)
- Prior / governed: Vue / Nuxt, Ruby on Rails
- API-first microservices (99.99% uptime, OMS migration)
- Data & AI: analytics dashboards, pricing automation, GenAI chatbot (−70% compute)
- Cloud, CI/CD & observability · POS / RFID rollouts
Experience
Decathlon Canada
Global group - 5k+ employeesSports retailer — 20+ stores in Canada, ~15% of revenue online
Technologies Director
Sep 2020 – Present·6y 1mo30+ people · >$3M CAD/yr · E-commerce + Data + Retail IT + Cybersecurity
Own technology strategy and operations for Decathlon Canada's omnichannel expansion — e-commerce, data, retail infrastructure, cybersecurity & IT — with results-driven governance.
1. Digital Growth, E-commerce & Architecture
- Platform migration: Overhauled the e-commerce ecosystem, migrating front-end and OMS to the global platform in staged releases.
- High availability: Modernized microservices to hold 99.99% uptime and unlock 24-hour nationwide delivery.
- Revenue growth: Grew digital revenue to $30–40M/yr (~15% of Canadian revenue) while improving operational ROI.
- Omnichannel expansion: Launched cross-border, marketplace, B2B and pay-later plus Click & Collect (27% of volume).
2. Data, Analytics & Artificial Intelligence
- Data hub: Built the analytics team (hired Data Lead); shipped omnichannel reporting, seasonality and assortment tools.
- Competitive pricing: Shipped a competitor-tracking tool for real-time price positioning across thousands of SKUs.
- Automation & AI: Deployed a knowledge-base chatbot for support; cut data compute costs by 70%.
3. Retail Infrastructure & Operational Excellence
- Store expansion: Delivered full tech deployments (POS, RFID, network) for 20+ Canadian store openings.
- IT support: Automated urgent ticket triage and hardware lifecycle; lifted employee CSAT to 97.2%.
- Store reliability: Held 98% POS uptime and 99% in-store network uptime.
4. Governance, Cybersecurity & Compliance
- Risk management: Ran vendor risk assessments and vulnerability reviews to harden the IT ecosystem.
- Compliance & AI: Delivered Law 25 compliance (governance, processing register, consent, access rights, incident management); policies for safe, ethical internal AI use.
- Business continuity: Own the omnichannel disaster recovery plan; run crisis simulations and security training.
5. Leadership & People Management
- Team design: Designed the IT org; set agile rituals and release cadence for alignment and quality.
- Talent development: Coach 30+ people through personal growth plans with monthly check-ins, mid-year and annual reviews.
Product Owner
Jul 2018 – Sep 2020·2y 2moOwned vision and delivery for the developer platform and activities marketplace — 30k MAU, 4% conversion.
- Grew to 30k MAU at 4% conversion (20% MoM) through roadmap execution.
- Onboarded 500+ API consumers with scalable publishing workflows and docs.
- Built a cross-functional dev/design team with agile rituals.
- Ran discovery and backlog to align stakeholders with user needs.
Front-end Developer
Jan 2018 – Jun 2018·5moShipped v1 of Decathlon Activities and the developer portal from 0 to 1.
- Architected and launched the v1 of Decathlon Activities and the developer portal (developers.decathlon.com) using Vue.js, Nuxt.js, TypeScript, and Node.js.
BridgeMTL
Agency - 0-10 employeesStartup incubator — advising immigrant founders on product & tech
Product and Tech Advisor
Sep 2021 – Present·5y 1moAdvise early-stage startups on roadmap, architecture and tech spend.
Le Wagon
Scale-up - 100-200 employeesCoding bootcamp — part-time teaching
Teacher
Apr 2017 – May 2018·1y 1moMentored aspiring developers and product managers in web technologies and product design.
Reservotron
Agency - 0-10 employeesBooking software for outdoor organisations
Web Developer
Apr 2017 – Jan 2018·9moLed full-stack feature development and UI revamps for outdoor booking software.
Lalamove
Scale-up - 5k+ employeesLast-mile delivery unicorn — hyper-growth, 4 regional marketing teams
Product Designer
Sep 2014 – Sep 2016·2yLed web and mobile UX/UI design during a period of hyper-growth.
Brand Manager
Oct 2013 – Oct 2014·1yOrchestrated brand strategy and marketing operations across Southeast Asia.
Projects
Personal product laboratories where I explore modern architectures and validate zero-to-one product-market fit — from concept to deployed SaaS.
Education
Ruby on Rails, Javascript, HTML & CSS. Git and GitHub as collaboration tools. App deployment on Heroku. GitHub profile (Borisstoy): https://github.com/Borisstoy
Spain - 1st Ranked Marketing & Commercial Management Master Degree.
Master degree - Business administration
Business Administration.
Licence degree - Business administration
Emphasis on business negotiation, branding.
International business degree.