Ecommerce & Digital Transformation
Helping consumer brands grow with ecommerce, AI and digital transformation.
Senior strategy. Hands-on delivery. Real results for brands that need growth, not recommendations that gather dust.
Track record
Trusted experience. Proven commercial results.
20+ Years
Building ecommerce businesses, digital products and transformation programmes
Experience across consumer brands, enterprise platforms and custom software — from early commercial growth through to nationwide delivery programmes.
£6M+
Annual digital commerce managed
Built a single ecommerce channel into a multi-million pound annual business through sustained commercial discipline, channel optimisation and hands-on leadership.
Thousands
UK business locations supported through an enterprise ordering platform
Designed and delivered a nationwide ordering system for thousands of UK hospitality locations — enterprise delivery, stakeholder management and operational improvement at scale.
100+
AI, automation and digital projects delivered
From AI workflow design and process automation to full system rebuilds — practical technology projects that changed how teams work and how decisions get made.
Why MADA
Why businesses bring us in.
Businesses work with MADA because strategy only creates value when it is backed by practical delivery.
Commercial thinking first
Every recommendation starts from the business outcome. Revenue, margin, efficiency — success is always measured commercially, not technically.
Practical, hands-on delivery
Strategy and build in the same hands. No handoff between the person who designs and the team that delivers — everything stays connected.
Built for the long term
The goal is a business that keeps improving after the engagement ends. Relationships that continue because the work is producing results.
Senior strategy and hands-on delivery across three core disciplines.
Marketplace, DTC and international
Ecommerce Growth
A commercially-led approach to growing revenue across marketplaces, DTC and international channels. Every decision connected to a single strategy, and everything measured.
- Marketplace strategy and advertising
- DTC ecommerce growth
- Conversion optimisation
- International ecommerce management
- Commercial growth planning
Strategy, automation and delivery
AI & Digital Transformation
Practical AI adoption and digital transformation that changes how a business operates — not a report that sits in a drawer. Strategy and hands-on delivery, together.
- AI workflow design and implementation
- Process automation
- Business systems improvement
- Digital transformation strategy
- Operational change programmes
Internal tools, portals and applications
Custom Digital Products
The best tools are built around how a business actually works. Internal systems, reporting dashboards and customer platforms that give teams real-time clarity and reduce the overhead that slows growth.
- Internal business applications
- Reporting and data dashboards
- Customer-facing portals
- AI-assisted workflow tools
- Business automation systems
Commercial growth delivered across ecommerce, digital and technology.
Commercial Growth
Scaled a small ecommerce channel into a multi-million pound annual business.
£250k → £6M+ per yearTook ownership of an underperforming ecommerce channel and built it into a significant commercial operation — through sustained work on advertising, catalogue management, pricing and commercial reporting.
Growth compounded year on year for more than eight years. The channel became one of the most important revenue streams in the business, run with consistent commercial focus and measurable returns.
Enterprise Delivery
Led delivery of a nationwide ordering platform for thousands of UK locations.
Enterprise-scale deliveryDesigned and delivered an enterprise ordering system for a major UK hospitality business, connecting thousands of locations to a single platform for procurement, ordering and supply chain management.
Complex technical requirements, cross-functional stakeholder management and nationwide adoption at scale. The platform reduced operational friction across the entire estate and improved commercial visibility at every level.
Digital Products
Built internal tools that replaced manual processes and sharpened commercial decision-making.
Operational efficiency gainedDisconnected data, manual reporting and slow decisions were limiting performance. Bespoke dashboards, internal portals and AI-assisted workflows replaced the spreadsheets and the guesswork that were holding teams back.
Reporting time dropped significantly. Teams gained immediate clarity over commercial performance and could act on data quickly. Better information, faster decisions, fewer bottlenecks.
International Ecommerce
Managed ecommerce across UK, European and US markets with consistent commercial performance.
UK · EU · USTook strategic and operational ownership of ecommerce across multiple markets, each with different audiences, localisation requirements and commercial models, connecting brand, platform and customer experience into a single coherent approach.
Market-specific commercial thinking within a consistent strategic framework. Every territory delivered measurable improvement in conversion, without sacrificing brand consistency across markets.
Our approach
Technology should solve business problems.
Technology only creates value when it improves the commercial outcome. Everything else is overhead.
Commercial First
Technology should generate revenue, reduce costs or improve customer experience. If it doesn't do one of these things, it's the wrong solution.
Build What Matters
Simple systems that people actually use. The right tool for the problem, not the most impressive one. No unnecessary complexity.
Measure Everything
Good decisions come from good data. Every system should be measurable, every improvement quantifiable, and every outcome clearly visible.
How it works
Strategy. Then delivery.
Most projects succeed or fail in the gap between planning and delivery. The approach here is straightforward: understand the problem properly, build the right solution, then keep improving until the work is producing results.
Understand
Commercial goals, operational challenges and growth priorities. No assumptions — a clear picture of what needs to change, why it matters and what success looks like.
Build
AI tools, ecommerce platforms, reporting systems, automation and digital products — built specifically around the problem, not adapted from a template.
Improve
Measure what changed. Optimise what can improve. Build on what is working. Then provide the ongoing support that keeps progress compounding.
Senior digital leadership without the full-time overhead.
Some businesses need senior digital leadership but aren't ready for a full-time hire. MADA provides flexible engagement models that bring director-level thinking directly into the business — without the cost or commitment of a permanent appointment.
Fractional Head of Ecommerce
Senior ecommerce leadership without a full-time hire. Commercial strategy, channel oversight and team direction applied where it has the most impact.
Fractional Head of Digital
Director-level digital leadership across product, technology and marketing — driving performance and strategic alignment without the overhead of a permanent appointment.
Interim Digital Leader
Senior cover for leadership gaps, restructures or periods of rapid change — where experience is needed quickly and a lengthy recruitment process isn't an option.
Transformation Consultant
Hands-on guidance through ecommerce, AI and digital transformation programmes — from shaping the initial strategy through to delivery and adoption.
Strategic Adviser
An experienced external perspective on commercial strategy, digital priorities and growth planning — structured around what the business actually needs.
About
Technology is easy. Solving business problems isn't.
For more than twenty years I've helped businesses grow through ecommerce, technology and digital transformation. I've worked across consumer brands, large enterprise programmes and custom digital products built from scratch.
I don't just advise businesses on digital transformation. I build the products, systems and AI tools that make it happen. That combination of commercial thinking and practical delivery is what makes the difference between a good recommendation and a result that sticks.
MADA was founded on a simple principle: the best outcomes happen when strategy and delivery sit in the same hands. No handoffs. No gaps. The whole thing, end to end.
Adam Lewis
Founder, MADA Solutions
Why MADA
What you can expect working with MADA.
Senior experience, practical delivery and a genuine interest in the outcome. Every engagement is built on that foundation.
Senior experience on every engagement
Director-level thinking applied directly, not delegated to a junior team. The person you speak to is the person who does the work.
Strategy and delivery in the same hands
No gap between recommendation and execution. The strategy comes with the capability to implement it, delivered as a single connected piece of work.
Consumer brand expertise
Deep experience across established consumer brands, retail, marketplace and DTC channels — in real commercial environments, not theoretical ones.
Outcomes, not activity
Engagements are measured by commercial results, not billable hours. The definition of success is always the business outcome.
Flexible to your business
Project-based, fractional or advisory. Whatever the business needs at the stage it is at.
Get in touch
Every engagement starts with a conversation.
Tell us what you're trying to build, what's not working or what you want to change. We'll come back with a clear view of how we can help — usually within one working day.
Or email support@madasolutions.co.uk