Michael Bowler
Director of Global Ecommerce & Apps @TUI
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WORK HISTORY
Director of Global Ecommerce & Apps @TUI
London, GB
Currently leading the digital product vision and transformation for TUI Group’s global B2C web and app platforms, accounting for €16bn in annual revenue across 13 international markets.I am accountable for the digital product & e-commerce strategy, design, and commercialization of all search and book, trip management, and travel inspiration products. My primary focus is on driving market-leading customer experiences at scale and delivering step-change business results.Highlights• Spearheading a major digital transformation, securing €60m in capex investment to migrate disparate platforms to a single, global modular architecture website.• Defining and leading the strategy for over 35 global web e-commerce product teams.• Implementing a rapid test and deploy conversion optimization model that delivered €15m+ in margin improvements.• Directing a turnaround program for core EU markets, improving website conversion by 45% in 7 months through mobile UX and payment strategy adjustments.I lead a multi-disciplinary team of over 200 spanning product management, UX design, analytics, and platform operations to ensure successful, high-impact product delivery
EDUCATION
Lancaster University
BSc (Hons), Marketing Management
SKILLS
ABOUT MICHAEL BOWLER
I am a senior digital product leader with 15+ years’ experience delivering large-scale digital transformations across e-commerce, mobile apps, CRM and customer engagement platforms. I have scaled global products to multi-billion revenue impact, led international teams of 200+, and consistently secured €10m–€60m+ executive investment to drive growth and innovation.
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