I lead direct-to-consumer eCommerce for global FMCG brands - from launching the store to growing it: platform, CRM, paid media and operations.
10+ years in digital at Japan Tobacco International and Nestle. Today I own the ploom.ae D2C store in the UAE end to end.
About
I'm a D2C and eCommerce lead with a technical background. I started in Nestle IT - web security, hosting and CI for 30+ brand websites - moved into SEO and paid search for Purina, ran the Nestle Infant Nutrition eShop end to end, and since 2024 have owned the D2C channel for Ploom at JTI in Dubai.
That mix lets me speak the language of both brand teams and engineers: I set the commercial direction, write requirements developers can build from, and keep agencies and partners delivering on time.
Experience
Japan Tobacco International
Nestle Infant Nutrition
Nestle Purina PetCare
Nestle Purina PetCare
Nestle IT
Nestle IT
Nestle
Work
DTC eShop Manager
Ran the DTC store end to end: expansion into 21+ cities in 6 months, 10+ UX improvements and CRM promo campaigns with RFM segmentation.
nestlebaby.ruSEO & Paid Search · Nestle Purina
Developed and ran the long-term SEO and paid search strategy for 9+ Purina brands with agencies: 728% growth in site traffic and 30+ promo and landing page projects.
Alongside my corporate career I build websites: 10 sites since 2017 for clients in Russia, the UAE and Switzerland. See freelance work →
Education
Testimonials
I had the pleasure of working with Mikhail on the launch of the Ploom.ae website in the UAE, where he served as the business owner for both the website and e-commerce scope. [...] He consistently provided clear business direction, made well-informed decisions, and paid close attention to detail across configuration, features, and content.
During our collaboration, he has always demonstrated a strong sense of ownership, ensuring that deliverables were completed on time and with high quality, even under demanding deadlines. [...] He brings a solid understanding of digital best practices and is able to balance business needs with practical, user-focused solutions.
As an engineer, I really valued how clearly he framed requirements and how well he understood the technical side, including the OMS and integrations. [...] The site was fully ready and launched on time. A strong, technically literate business lead I would gladly work with again.
Leading the Search, SEO, and Web Development efforts, Mikhail brought a level of professionalism and strategic insight that truly stood out. His knack for organizing complex projects and keeping everyone - brand teams, developers, and agencies - on the same page was impressive and ensured we met our goals consistently.
He is the one who literally built Nestle Purina Search strategy, optimizing the budgets and delivering positive ROI.
Mikhail is a talented and advanced project manager, who is continuously searching ways to implement innovations in ways of working. [...] Numerous times he was helping web-agencies, directing them and advising on best possible approaches. It was a great pleasure for me to work with Mikhail on a large datacenter setup project, where he proved to be well organised, result-focused and client-oriented.
Anton ShostakProfessional Cloud Architect2017
Contact
Happy to talk about D2C and eCommerce: new challenges, advisory projects or an exchange of ideas. Email or LinkedIn work best.