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Strategy & consultancy
Decisions before pixels. Platform selection, roadmap, merchandising logic and the commercial model underneath. You get a plan tied to margin, not a list of features.
PositioningRoadmapPlatform choice
Available for select consulting engagements
Empowering Your
Online Business
I build and fix e-commerce operations for brands that have outgrown guesswork — architecting stores that convert, instrumenting the data that explains why, and turning both into revenue you can forecast.
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Years experience
Retail floor to digital boardroom
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Brands managed
Global and local portfolios
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Platforms delivered
Dubai, Canada, Lebanon
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Commercial view
Retail insight meets data strategy
What I do
Three ways I move commercial numbers
Most stores don't need more tooling. They need someone who can hold strategy, engineering and analytics in the same head and make them agree.
02
Build & engineering
E-commerce done properly. Shopify and WooCommerce stores engineered for real catalogues — complex variants, multi-currency, multi-tier tax, integrations that hold up under load.
ShopifyWooCommerceIntegrations
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Growth & optimisation
Compounding, not campaigns. GA4 and Clarity instrumented properly, then a CRO and SEO programme that moves conversion rate and contribution margin month over month.
CROGA4 & ClaritySEO
Selected work
Stores I've taken from concept to conversion
Dubai · Fashion · Shopify
YUZINI
Full-stack e-commerce development. Premier Dubai fashion house for high-end suits and curated dress collections. Led the end-to-end technical realisation — UI/UX look and feel through to a backend that handles international transactions and complex product variations.
Personal Care · Shopify
LEVANTIFY
A brand rooted in the restorative power of nature. Created a serene UI/UX design mirroring the brand's calming mission, backed by a robust technical framework — from intricate product formulations to a seamless ritual-based shopping journey.
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Lebanon · Jewellery · E-commerce
BLUEBEADS
Blue Beads Lebanon — a celebration of colour and handcrafted charm. Developed a vibrant UI/UX highlighting intricate handmade accessories, bridging local artistry with modern e-commerce for customers across Lebanon and beyond.
Profile
About Elie Mrad
Beirut, Lebanon · Working globally
A retail career that turned into a digital one
I am a results-driven e-commerce leader with nearly two decades in retail and digital. My career is defined by an unusual route — from the retail floor to the executive level — which gives me a 360-degree view of how products connect to people, and how data connects to growth.
What I do now
As E-commerce Excellence Manager at Holdal Group I am technically responsible for the digital strategy of major global and local brands, including Lacoste, MyHoldal and Maison Cadrans. I specialise in architecting high-performing stores on Shopify and WooCommerce, with a focus on scalable frameworks that drive revenue and operational efficiency.
My background as a retail analyst and store manager is the advantage. I don't only see code — I see inventory, consumer behaviour and profitability, and I translate those instincts into the digital world through analytics and conversion rate optimisation.
What I bring to your business
- Platform mastery. Expert-level management and development of Shopify and WordPress/WooCommerce ecosystems, including the awkward parts — tax engines, variant explosions, multi-market catalogues.
- Data-led growth. GA4 and Microsoft Clarity instrumented so the numbers can be trusted, then turned into conversion and customer-journey decisions rather than dashboards nobody opens.
- Strategic consultancy. SEO frameworks, omnichannel strategy and merchandising logic aimed at durable organic growth, not a short-term traffic spike.
- Technical excellence. Bridging marketing, tech and sales so digital transformations actually land — mobile app integration, UX/UI enhancement, and the migrations nobody wants to own.
- Proven freelance record. The same enterprise-level rigour applied to independent brands in Dubai, Canada and Lebanon.
How I work
I start with the commercial question, not the platform. Then I build the smallest thing that answers it, measure honestly, and keep the parts that pay for themselves. If a recommendation can't be tied to margin, retention or operating cost, it doesn't make the roadmap.
Resources
The Knowledge Base
A curated reading list on where commerce is heading — each item with a short, practical read on what it means if you actually run a store.
Global Ecommerce Trends
Where demand is moving, which channels are compounding, and what it means for brands selling out of the MENA region.
Analyse trends
AI Tools & Trends
The tools genuinely changing how stores get built and run — separated from the ones that are still a demo.
Unlock AI potential
Digital Edge News
The strategies, frameworks and measurement shifts that decide who holds the competitive edge this year.
Master the strategy
Get in touch
Let's translate your digital vision into technical reality.
Tell me what's not working — a platform decision, a conversion rate that won't move, a migration you'd rather not own. I'll tell you straight whether I'm the right person for it.