METRO: e-commerce leadership
Experience leading the e-commerce division at METRO Cash & Carry. A published Mindbox interview discusses customer data, the digital channel and the business behind omnichannel retail.
Read the sourceFor business · English & Russian · Remote consulting
Marketing & e-commerce.
I’m Eugene Mischenko, an e-commerce consultant and executive with experience at METRO, L’Occitane, Sanofi and SPORTMASTER. I help businesses connect marketing and digital sales with commercial priorities. You can work with me on an audit, engage me as a fractional CMO, bring in my team or arrange corporate training.
Discuss your business25+
years in advertising, marketing and e-commerce
Career since 1998. Digital leadership at SPORTMASTER, L’Occitane, Sanofi and METRO.
Experience and careerWays to work together
Which format fits your situation?
The starting point can be one decision or an ongoing marketing function. Choose the level of involvement your business needs; the scope follows your team, priorities and resources.
Understand what is holding marketing back
Marketing audit
A diagnosis of the team’s processes, decisions and results, followed by a prioritised improvement plan.
Add experienced leadership to your team
Fractional CMO
Recurring management of priorities, budget decisions, team coordination and result reviews.
Get leadership and delivery capacity
External marketing department
My team and I cover an agreed set of marketing activities, with clear responsibilities and reporting.
Develop the skills of your own people
Corporate training
Workshops, masterclasses and training programmes with exercises adapted to the team’s work.
Services for your business
Leadership / Audit / Training01
Take your retail business online
Launch online sales for a retail chain: assortment, store inventory, order management, picking, delivery and pilot economics. Consulting with Eugene Mischenko.
Scope & approach02Retail order fulfilment and delivery consulting
Improve retail picking, packing, click and collect and last-mile delivery. Map capacity, order costs, stock errors and service levels with Eugene Mischenko.
Scope & approach03Marketing department audit
Independent marketing department audit: strategy, team, budget, analytics and sales alignment. A prioritised improvement plan with Eugene Mischenko.
Scope & approach04Independent advertising agency audit
Audit your advertising agency’s work: campaigns, reporting, budget allocation, lead quality and accountability. Independent review for brands and online stores.
Scope & approach05Fractional CMO: external marketing leadership
Fractional CMO for growing brands and e-commerce businesses: marketing strategy, budget priorities, team leadership and performance reviews with Eugene Mischenko.
Scope & approach06External marketing department
An external marketing department with Eugene Mischenko and his team. Strategy, coordination and an agreed delivery scope for brands and growing businesses.
Scope & approach07Corporate training in marketing, digital and AI
Marketing, digital and AI training for companies of different sizes. Workshops, masterclasses and team programmes led by Eugene Mischenko, RAU Senior Lecturer.
Scope & approach08E-commerce consulting and strategy
E-commerce consulting for B2B and B2C businesses: channel strategy, unit economics and a growth roadmap. Work with Eugene Mischenko, former METRO e-commerce leader.
Scope & approach09E-commerce audit and growth priorities
An e-commerce audit connecting conversion, margin, acquisition and fulfilment. Identify business constraints and prioritize improvements with Eugene Mischenko.
Scope & approach10Omnichannel strategy consulting
Connect stores, e-commerce, CRM and customer service. Omnichannel strategy consulting from Eugene Mischenko, with experience at METRO and L’Occitane.
Scope & approach11AI consulting for marketing and e-commerce
Evaluate AI use cases in marketing and e-commerce: customer segmentation, content and service. Define a measurable pilot with researcher Eugene Mischenko.
Scope & approach12Digital transformation consulting
Digital transformation advice connecting commercial goals, customer experience, technology and teams. Prioritize investments and delivery with Eugene Mischenko.
Scope & approach13E-commerce market entry consulting in Armenia
Plan e-commerce market entry in Armenia: customer proposition, channels, partners and a launch pilot. Yerevan-based consultant Eugene Mischenko, EN/RU.
Scope & approachMy approach to AI adoption
Where should you start with AI?
Understand the starting point. Plan the changes.
We assess your marketing processes, data and team, choose useful AI applications and plan a pilot. After implementation, we review what has changed and what needs further work.
How I assess and implement AIBUSINESS decisions.
A consultation can focus on one difficult decision. An audit investigates the constraints behind current performance. A strategy project brings the findings into a plan that your team can own.
We agree the scope, expected output, timing and fee after discussing your context. Work is available in English and Russian, online and by arrangement in Yerevan.
Experience & sources
Experience behind the advice
METRO: online and offline customer journeys
A recorded talk at the Online Trade forum explains how METRO brought customer data from several digital channels together with offline transactions.
Read the sourcePublished research on LLMs in marketing
Research includes customer segmentation, marketing communication and applications of language models during the purchase stage. The catalogue links to original papers and DOI records.
Published research on LLMs in marketingFounder and President of ECDMA
Leading a professional association focused on e-commerce and digital marketing, with professional exchange, education and industry programmes.
Read the sourcePrepare your next decision
Practical guide
All guides, cases and researchE-commerce profitability: diagnose the cost of each order
Calculate contribution per fulfilled order, trace picking and delivery costs, and diagnose why online sales growth fails to improve profit.
Practical guideOmnichannel audit: connect stores, orders and customer data
Audit customer identity, stock availability, store picking, pickup, returns and channel economics across a retail network.
Practical guideMarketing department audit: a working checklist for owners
Review strategy, budgets, roles, agency coordination and measurement. Prepare the evidence for a marketing department audit and a practical improvement plan.
Practical guideHow to evaluate a marketing agency’s work
Review agency scope, account access, campaign quality, costs and commercial results before renewing a contract or changing your provider.