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Eduard Grasas LeonEG

Eduard Grasas Leon

eCommerce & Digital Strategy Consultant

€1,400/day
Barcelona, ES
15+ years
E-commerce
Digital Analytics
Digital Transformation
Data Strategy
Strategic Planning

Average response time: 1 hour

Freelancer profile translated to English.
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About Eduard

Do you need to scale your eCommerce, improve data-driven decision-making, or lead a digital transformation? I can help you turn those challenges into concrete and measurable results.

I am an executive with over 20 years of experience leading high-impact digital businesses in Europe, LATAM, and Emerging Markets. I have managed a P&L of +€1B at adidas Europe, led teams of up to 80 people, and executed digital transformation projects in over 15 countries.

What I can do for you:
— Define and execute eCommerce strategies focused on growth and profitability
— Implement analytics and data frameworks to improve business decisions
— Lead digital expansions into new international markets
— Design digital transformation roadmaps with a focus on execution and results
— Integrate AI/ML into business processes to gain a competitive advantage

I have worked with global brands such as adidas, PUMA, Hugo Boss, and Grupo Axo, and as a consultant at Accenture and Metyis. I am adaptable to one-off projects as well as fractional leadership mandates of medium and long term.

Languages: Spanish, Catalan, English, Portuguese.

  • Spanish

    Native or bilingual

  • Catalan

    Native or bilingual

  • English

    Fluent

  • Portuguese

    Fluent

  • French

    Basic

Can work on-site
Barcelona (up to 50km), Madrid (up to 50km)

Experience

  • adidas
    Senior Director, Digital Analytics
    E-COMMERCE
    May 2024 - Today (2 years and 2 months)
    Amsterdam, Netherlands
    • • Lead digital analytics for adidas eCommerce Europe (>€1.5B sales context), aligned with global data governance and measurement frameworks.
    • • Lead a 45+ analytics organization spanning business performance, product and pricing, consumer engagement, digital experience (UX) analytics, data science, data engineering and ML / Gen AI.
    • • Partner with senior eCommerce leadership on growth priorities by translating insights into trading actions, investment choices, and execution roadmaps.
    • • Advance AI/ML and advanced analytics initiatives to improve decision quality across pricing, forecasting, customer performance, and experience optimization.
    Digital Analytics E-commerce Data Science Profit & Loss Digital Strategy
  • Metyis
    Group eCommerce Director
    E-COMMERCE
    November 2021 - April 2024 (2 years and 5 months)
    Mexico City, DF, Mexico
    • • Hugo Boss Digital Campus: owned the eCommerce growth agenda across trading, UX/UI, CRM, and performance marketing, translating targets into roadmaps and weekly decision cadences.
    • • Led a 60+ cross-functional organization, scaling core capabilities and improving execution consistency across markets.
    • • Strengthened commercial performance management through KPI frameworks, trading routines, and prioritization governance across initiatives.
    • • Grupo Axo Digital Campus (Mexico): led multi-brand execution across 20+ online stores, aligning trading, marketing, and tech delivery to improve speed to market.
    • • Implemented performance routines and KPI tracking to improve campaign execution and cross-store comparability; drove roadmap prioritization and cross-functional coordination to deliver growth initiatives end-to-end.
    E-commerce Corporate Strategy Digital Transformation Growth Strategy Strategic Consulting
  • PUMA
    Digital Business and eCommerce Consultant
    E-COMMERCE
    January 2021 - October 2021 (9 months)
    Barcelona, Spain
    • • Served as fractional eCommerce lead for cross-border expansion across parts of EMEA, partnering with global and regional stakeholders.
    • • Designed a 5-year strategic roadmap and KPI framework, covering growth levers such as traffic, conversion, AOV, and retention.
    • • Led vendor strategy and ecosystem design across localization, customer service outsourcing, 3PL, and a bonded warehouse hub in Dubai to enable an export model at scale.
    • • Built profitability and operating model inputs with finance, merchandising, and logistics; improved operational efficiency and reduced overhead by ~5pp (as stated).
    E-commerce Strategic Planning Digital Transformation Growth Strategy Corporate Strategy
Check out Eduard's experience

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Education

  • Chief Digital Officer certificate program
    MIT Professional Education
    2026
    Chief Digital Officer certificate program
  • Postgraduate Diploma in
    MIT and Columbia Business School
    2019
    Postgraduate Diploma in
Check out Eduard's education

Certifications

Eduard's certifications are only visible to Malt Community members

Skill set

Customer Relationship Management (CRM)
Customer Segmentation and Analysis
Digital Marketing
Marketing Analytics
Change and Transformation Management
Digital Transformation
AI and Advanced Analytics
Business Intelligence (BI) Strategy
Data Visualization
KPIs and Metric Definition and Monitoring
Leadership Development
Project Management (PMO)
Product Strategy
Roadmapping
Growth Strategy
Corporate Strategy
Market-Entry Strategy
Supply-Chain Management

Categories