Thomas Nicoli · Digital Commerce, CRM & MarTech · MadridCurrently booking new projects
From strategyall the way toimplementation.
I work where e-commerce, CRM, content and technology have to agree. I clarify the problem, bring the right people into the same conversation and carry the solution through to something people can actually use.
Madrid-based · Working in English, Spanish & French
How I contribute
The aim is not to add layers or technology by default. It is to close the gap between what the business needs and what ends up working in practice.
Services
Not every problem needs a new website.
We start with the friction — perception, journey, content, visibility or operations — then choose the smallest intervention that can genuinely move it.
Selected work
Three brand hypotheses. Four working tools.
The first group makes my experience, content and art-direction decisions visible; the second shows problems I turned into products. Concepts are fictional and never presented as client work.
Concept studyAurea Studio
Beauty & wellness
A fictional study for a Madrid wellness business, exploring a serene website, a clear treatment catalogue and a visible route to booking.
Concept studyCasa Nómada
Hospitality
A fictional study for a Madrid neighbourhood café, exploring a site centred on menu, hours, location and local visibility.
Concept studyAtelier Vela
Boutique retail
A fictional study for a homeware boutique, exploring an editorial catalogue, one interactive product spotlight and a reusable content system.
Where I add the most value
Comfortable between worlds that do not always understand each other.
Business and platform
More than ten years across digital commerce, CRM and international projects let me read the commercial need and the platform dependencies shaping delivery at the same time.
Strategy and execution
I do not hand over a recommendation and disappear when delivery gets difficult. I keep the thread intact from decision to build, validation and handover.
Complexity, translated
I turn technical constraints, content needs and business goals into decisions that teams, agencies and stakeholders can understand and act on together.
Judgement without theatre
I make trade-offs explicit, reduce scope when that is the better decision and document what remains. The work has to stay useful after the pitch and after launch.
Process
Four steps. Zero mystery.
Discover
A focused working session on your business, customers and goals. You leave with clarity even if we never work together.
Direction
A concrete plan: structure, art direction, scope and price — agreed before any build starts. No surprises later.
Build
Design and development in tight weekly loops. You see progress early and often, and decisions stay reversible.
Launch & improve
A careful launch, then measured improvements based on real enquiries — not vanity metrics.
Ways to work together
Three engagement shapes.
Every project is quoted individually after a short discovery call — fixed price agreed before work starts.
Presence
For a business that needs a credible, focused online home.
- Strategy call
- One-page or compact website
- Mobile optimisation
- Contact or booking integration
- SEO foundations
- Launch handover
Growth
Balanced scopeFor a business ready to attract and convert more enquiries.
- Multi-page website
- Conversion copy structure
- Local-search content foundations
- Analytics-ready setup
- Content or social starter kit
- One post-launch optimisation round
Signature
For a business that wants a differentiated digital experience.
- Custom art direction
- Advanced interaction or 3D experience
- Automation integration
- Campaign or launch assets
- Priority collaboration
About
I do my best work at the intersections.
Senior Digital Commerce, CRM and MarTech consultant. I connect business goals, creative teams and platforms until a decision becomes a solution someone can actually use.
- French — native
- English — bilingual
- Spanish — bilingual
Questions
Useful things to clarify before we start.
No. I'm based in Madrid and love working with local businesses face to face, but I deliver remotely across Spain and internationally — in English, Spanish or French.
Have a projectin mind?
Tell me where things stand and what needs to move forward. I will reply with a candid first read — no sales deck, no pressure.