Maxime Matly
E-commerce Manager @HAVEN Apparel Inc.
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WORK HISTORY
E-commerce Manager @HAVEN Apparel Inc.
Vancouver, CA
E-Commerce Strategy & ExecutionLead digital commerce strategy across HAVEN’s Shopify Plus ecosystem, driving revenue growth, conversion rate optimization (CRO), and customer experience (CX) improvements across web and mobile app platforms.Website & Platform ManagementManage day-to-day operations of Shopify Plus storefront and mobile app, including product catalog management, site navigation, homepage merchandising, pricing accuracy, and promotional execution.Performance AnalyticsTrack key KPIs including traffic, CVR, AOV, bounce rate, retention, and campaign ROI. Translate insights into actionable site, merchandising, and lifecycle marketing optimizations.SEO & Digital VisibilityImplement technical and on-page SEO best practices to improve organic performance across traditional search engines and AI-driven discovery (LLMs).UX & CRO OptimizationExecute A/B testing and user journey optimization initiatives to improve usability and increase conversion across the digital customer journey.Omnichannel Customer ExperienceOptimize the end-to-end customer journey from acquisition through post-purchase across e-commerce and in-store touchpoints.Cross-Functional CollaborationPartner with Brand, Marketing, IT, Customer Support, and Logistics teams to align campaign execution and operational workflows.Project & Integration ManagementLead platform upgrades, feature launches, loyalty enhancements, and third-party integrations with developers and vendors.Vendor & Martech ManagementManage agencies, SaaS providers, and technology partners to ensure performance and ROI across the digital tech stack.Digital Insights & Business StrategyLeverage customer behaviour and sales performance data to inform merchandising, storytelling, and broader commercial strategy.
EDUCATION
ISEG Marketing and Communication School - BORDEAUX
Master 2 (M2), Marketing
Lycée Gaston Berger - LILLE
BTS Management des Unités Commerciales, Management
CREPS de Wattignies - Pole Espoir Escrime - Région de Lille
BTS MUC // BAC PRO VENTE, Management // Vente
SKILLS
ABOUT MAXIME MATLY
With over a decade of experience in fashion, I specialize in retail curation, brand strategy, and buying — blending business insight with creative instinct. I\'ve worked across every layer of the industry: from managing high-end boutiques like Roden Gray and Wallace Mercantile to launching my own projects, including Objet, a clothing label rooted in embroidery, storytelling, and reinvention.I also founded Direct Message Only, a consultancy and research platform examining the state of fashion through a critical lens — focusing on wholesale dynamics, cultural shifts, and emerging retail ecosystems.My work is defined by a strong visual point of view, deep understanding of product, and a commitment to community. Whether building a product assortment, mentoring a team, or creating from scratch, I approach fashion as both a system to challenge and a space to evolve.
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