Sid: eCommerce Leader & AI Innovator

tldr; Eight years at Amazon driving eCommerce growth. Two in private equity. D2C Brand Founder. Using AI to solve commercial challenges.

I am Sid. An eCommerce professional with an MBA and a background in engineering and analytics. My career has been focused on a single goal: driving business growth. After two years in private equity, I spent eight years at Amazon, leading commercial strategy and delivering data-driven solutions that had a direct impact on the P&L across the EU and MENAT.

In 2023, my passion for innovation led me to explore Generative AI, not as a developer, but as a strategist. I now use AI to rapidly prototype solutions to real-world business problems. This journey inspired me to launch my own D2C brand, TOFÉ Perfume, which I run with a sharp focus on customer experience and commercial discipline. My approach is simple: understand the business challenge, build a solution, measure the impact, and iterate.

This site is my working lab. Here you'll find my thoughts on business strategy, short essays on purpose and work, and live prototypes that show how I apply new technology to solve commercial challenges. The demos and blogs showcase how I think, what I measure, and the business value I aim to deliver.