I help design and deliver impactful digital projects.
About
My mission is to align technology investments with business growth—shaping organizational structures, establishing governance frameworks, and fostering high-performing delivery cultures that turn strategic objectives into measurable outcomes. I partner closely with executive leadership across product, marketing, supply chain, and retail operations.
Before stepping into executive leadership, my career spanned product management, front-end development, UX design, and brand management across Hong Kong, Barcelona, and Montreal. I have navigated environments ranging from early-stage startups to global retail organizations.
This breadth gives me a distinct advantage: I don't just oversee tech delivery—I understand the entire product lifecycle, from market fit and user experience to infrastructure scaling and P&L accountability. I bridge strategy and execution by speaking 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
A cross-functional toolkit I apply to align technology strategy with business outcomes.
Product Strategy & Roadmapping
Translating high-level vision into actionable, tactical roadmaps that balance user intent with measurable business growth.
Organizational Design & Scaling
Structuring engineering and product teams for sustainable growth, while recruiting and retaining high-performing technical talent.
UX/UI & Product Discovery
Guiding product vision from initial discovery to high-fidelity mockups, championing intuitive user experiences and a meticulous attention to detail.
Data Strategy & Performance Metrics
Defining key performance indicators (KPIs) and data architectures that transform raw operational data into actionable strategic insights.
Technical Architecture & Operations
Steering modern tech stacks, cloud infrastructure, and CI/CD pipelines to ensure high availability, performance, and operational resilience.
Go-to-Market & Operations
Aligning technical delivery with marketing strategies and operational constraints to drive sustainable market traction.
Executive Communication & Fundraising
Distilling complex technical systems and product visions into high-impact pitches and executive decks for leadership and investors.
Skills
Interpersonal Skills
- Empathetic Leadership & Mentoring — Coaches, structures, and scales multidisciplinary teams. Empowers talent through autonomy, accountability, and clear development paths.
- Cross-functional & Cross-cultural Communication — Bridges engineering, product, and executive priorities. Draws on experience across Hong Kong, Barcelona, and Montreal to unite diverse teams.
- Strategic Influence & Partnership — Aligns stakeholders around a shared vision. Facilitates complex discussions on organizational growth, talent retention, and change management with business and HR partners.
- Resilience & Adaptability — Pivots effectively and delivers consistent results across contexts, from agile startups to global enterprise environments.
Leadership & Strategy
- Technology strategy & roadmapping
- Team leadership & coaching
- Cross-functional collaboration (business, data, product, marketing)
- Stakeholder management & executive communication
- Vendor & partner management
- Budgeting & P&L accountability
- Change management & organizational agility
- Board reporting & executive communication
- Organizational design & team scaling
- Technical due diligence
Delivery & Operations
- Program & project management
- Agile / Lean practices
- Cloud infrastructure & scalability (GCP)
- IT governance & security alignment
Technical Expertise
- API-first & microservices architectures
- Frontend frameworks: React / Next.js, Vue.js / Nuxt.js, Svelte / SvelteKit
- Backend frameworks: Python / Django, Java / Spring Boot, Ruby on Rails
- Data engineering & analytics enablement
- UI / UX design collaboration & prototyping
Experience
Decathlon Canada
Global group - 5k+ employeesSports retailer
Technologies Director
Sep 2020 – Present·5y 11moLeading IT, data, and engineering teams across e-commerce, retail infrastructure, and AI/data to drive omnichannel growth, tech innovation, and operational excellence.
- Managed an annual CAD 3M+ technology budget, driving vendor consolidation and system simplification to decrease operational OPEX while aligning tech investments with business growth.
- Directed a cross-functional organization of 30+ people across e-commerce, data, and IT infrastructure, instituting executive OKR governance that consistently achieved 100% on-time priority delivery and 90%+ internal IT CSAT.
- Scaled decathlon.ca into a unified omnichannel platform, launching new revenue streams including BNPL, connected in-store orders, marketplace, and Canada-to-US cross-border shipping.
- Architected scalable retail tech frameworks (RFID/POS observability, payment migration, wireless network compliance) to support a 40+ store opening expansion program nationwide.
- Engineered high-availability microservices architecture and modernized OMS fulfillment, driving platform uptime to 99.99% (<10 mins downtime/month) and enabling 24-hour national delivery.
- Reduced data computing costs by 70% while pioneering data & AI initiatives, including an automated Pricing Hub, Customer Intelligence dashboards, and a Canada-wide GenAI adoption roadmap.
- Spearheaded national cybersecurity governance and operational resilience (DRPs, TPRM), reducing critical unresolved vulnerabilities by 50% QoQ and achieving 90%+ security training completion.
Product Owner
Jul 2018 – Sep 2020·2y 2moLed product vision, strategy, and execution for the developer platform (developers.decathlon.com) and activities marketplace (activities.decathlon.ca).
- Grew monthly active users to 30k with a 4% conversion rate by driving product vision and roadmap execution (20% MoM growth).
- Onboarded 500+ internal and external API consumers by building scalable publishing workflows and comprehensive documentation.
- Built and structured a cross-functional team of developers and designers, embedding agile practices to accelerate collaboration.
- Managed product backlogs and discovery to continuously align stakeholder goals with user needs.
Front-end Developer
Jan 2018 – Jun 2018·5moBuilt core community and developer platforms 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 employeesTechnology incubator
Product and Tech Advisor
Sep 2021 – Present·4y 11moAdvising early-stage startups on product strategy and technical investments.
Le Wagon
Scale-up - 100-200 employeesBootcamp
Teacher
Apr 2017 – May 2018·1y 1moMentored aspiring developers and product managers in web technologies and product design.
Reservotron
Agency - 0-10 employeesManagement 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+ employeesUnicorn tech company specializing in matching businesses with last-mile delivery options
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.