About
Thomas Nicoli
Senior Digital Commerce, CRM & MarTech Consultant
Madrid, Spain · More than 10 years
My work often begins in the uncomfortable space between a business need and a technical reality: several people involved, inherited decisions, and no need for another presentation — just a clear direction. That is where I am most useful.
For more than ten years I have worked across digital commerce, CRM, multilingual content, SEO, international delivery and platform operations in beauty, luxury, entertainment and technology environments. My profile is deliberately hybrid: neither a pure developer nor a consultant who steps away when implementation starts. I translate between business goals, creative teams, agencies and Salesforce platforms, and keep the thread intact until the solution works in practice.
What interests me most is not a particular technology, but understanding why something gets stuck: a buying journey that looks simple and is not, two teams describing the same problem in different language, or a manual task everyone has learnt to accept. Untangling those situations takes analysis, listening and enough technical judgement not to simplify away what matters.
I am now looking for projects where that mix can create a tangible improvement: make an e-commerce journey easier to use, a platform easier to understand, a web presence more precise or repetitive work less manual without losing control. The work shows how I make decisions; if one of those knots sounds familiar, that is a useful place to start a conversation.
How I work
Useful clarity
Naming the problem well often saves more time than racing towards the first solution. I explain decisions and limits without hiding behind jargon.
Translation
Business, creative and technology teams speak different languages. My job is to preserve precision while helping them make decisions together.
Judgement
Not every problem needs a new tool, an automation or an effect. I choose the complexity that contributes and remove the kind that only performs.
Continuity
Strategy does not end when a document is approved. I keep decisions alive through build, validation and handover.
Areas of expertise
- Digital Commerce and conversion optimisation
- Salesforce Commerce Cloud & Marketing Cloud
- CRM, customer journeys and transactional communications
- International digital project management
- Business, technical-team and agency coordination
- Multilingual content and SEO
- Web design and front-end development
- AI and Python-powered automation
Working style
- A small number of concurrent projects, with clear scope, ownership and timing from the start.
- Weekly written checkpoints, in your language (EN / ES / FR).
- Terms agreed before the build; any change in scope is discussed openly.
- Handover documents decisions, dependencies and next steps in plain language.
Languages
- French — native
- English — bilingual
- Spanish — bilingual
- Italian — basic