Leon Thor · Digital, CRM & E-commerce Leader · Singapore

I've owned the numbers, built the platform, and now deliver it for clients.

I'm Leon. For 13 years I've worked on one problem from three sides: how a business turns what it knows about its customers into revenue, through CRM, customer data platforms (CDP), customer journeys and e-commerce.

I started in-house as Head of E-commerce, carrying the P&L for a Singapore grocery retailer. I moved to VTEX as a commerce solution architect, designing platforms for Fortune 500 brands. Right now I'm a CRM and digital strategy consultant at Bray Leino LABS, leading a small strategy, design and data team on client work across APAC in hospitality, healthcare, financial services and telco.

LinkedIn

Full CV available on request.

Leon Thor
  1. 1 · E-COMMERCE MANAGER, THEN HEAD · 2015 to 2021

    Owned the number

    Ran e-commerce at Kenny Grocery and Little Farms. Grew online to over 20% of company revenue.

  2. 2 · COMMERCE SOLUTION ARCHITECT · 2021 to 2023

    Built the platform

    Solution architect at VTEX. Designed B2B and B2B2C commerce for Fortune 500 clients.

  3. 3 · CRM & DIGITAL STRATEGY CONSULTANT · 2023 to now

    Deliver it for clients

    Strategy consultant at Bray Leino LABS. CRM, CDP, analytics and AI work across APAC.

Background
Right now

Digital Commerce, Martech & CRM Strategy Consultant

Bray Leino LABS, part of The MISSION Group. Leading a team of three across creative design, UI/UX and data science.

See experience
Education

MBA, Singapore Management University

Plus a BSc (Hons) in Management from the University of Manchester and a diploma from Singapore Polytechnic.

See education
Project highlights

Three results I'm proud of

35xROI on conversion optimisation

Conversion optimisation for a hotel group

For an Asia-Pacific hotel group, we ran a conversion rate optimisation programme across its digital booking experience and tied the results back to return on investment.

Consulting · 2023 to nowHospitalityCRO
400%+lift in conversion rate

Redesigning journeys around a CDP

For a regional healthcare group, we redesigned customer journeys around its customer data platform, using precision segmentation to reach the right people with the right message.

Consulting · 2023 to nowHealthcareCDP
400%year-on-year online revenue growth

Taking e-commerce from side channel to core

At Little Farms I owned the e-commerce P&L. We replatformed with CRM, customer data capture and AI built in, and online grew to over 20% of total company revenue.

In-house · 2018 to 2021RetailE-commerce
Work history

Experience

  1. Bray Leino LABS

    May 2023 to now
    Digital Commerce, Martech & CRM Strategy Consultant CRM, CDP & digital strategy
    • Lead a cross-functional team of three across creative design, UI/UX and data science, running concurrent regional engagements.
    • Run senior stakeholder workshops on digital strategy, OKRs and product priorities, and build the KPI frameworks leadership uses to direct spend.
    • Deliver CRM, CDP, commerce and marketing automation work for clients in hospitality, healthcare, financial services, telco and automotive.

  2. VTEX

    Aug 2021 to May 2023
    Solution Architect / Sales Solution Engineer Commerce platforms
    • Lifted client revenue by 10 to 45% through commerce solution design and transformation consulting.
    • Designed B2B and B2B2C commerce architectures for Fortune 500 clients across industries.
    • Owned the cycle from pre-sales to go-live: demos, proofs of concept and RFP responses.

  3. Little Farms

    Jun 2018 to Aug 2021
    Head of E-commerce E-commerce
    • Grew online revenue 400% year on year, taking e-commerce to over 20% of total company revenue.
    • Owned the e-commerce P&L end to end: strategy, logistics, operations and team.
    • Added 10% cross-channel revenue by bringing in omnichannel with department heads.

  4. Kenny Grocery

    Jun 2015 to Jun 2018
    E-commerce Manager E-commerce
    • Built the Magento store to 30% of total company revenue, and secured first-mover marketplace listings that added 20% of online revenue.
Certifications

Certifications

Certified Scrum Product OwnerScrum Alliance
Commerce Management ExecutiveEICOM
Treasure Data CDPTreasure Data
TealiumTealium
ContentSquareContentSquare
Google Analytics 4Google
Education

Education

  • Singapore Management University2021 to 2022

    Master of Business Administration

  • University of Manchester2016 to 2018

    BSc (Hons) Management

  • Singapore Polytechnic2011 to 2013

    Diploma in Business Information Technology, Entrepreneurship and New Media Marketing

Selected work

CRM, CDP and e-commerce work

Client names are kept private. Search, or pick a tag to filter.