Available to hire
I’m Mathieu Van Wylick, an e-commerce and digital marketing leader currently based in Shanghai with a track record of building and scaling D2C channels across the USA, Europe, and Asia. I’ve led cross‑functional teams in web development, CRM, SEO, paid media, and product launches for health and wellness, CBD, and music brands. I’m passionate about translating business goals into actionable product roadmaps and customer journeys that drive growth and retention.
I’m seeking a new professional challenge where I can leverage strategic vision and hands‑on execution to boost revenue, customer experience, and digital performance across multi-market ecosystems.
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Language
French
Fluent
English
Fluent
Spanish; Castilian
Advanced
Dutch
Intermediate
Chinese
Beginner
Work Experience
Fractional Head of E-commerce at Thera ICE
September 1, 2024 - PresentLead all D2C e-commerce channels, Shopify site, and multi-channel campaigns. Responsible for CRO, email/SMS retention, paid acquisition on Meta and Google, and coordinating with partner agencies to scale e-commerce.
Fractional Head of E-commerce at Renact
July 1, 2025 - October 13, 2025Brand offering premium organic hemp-based disposable vape pens; rebuilt Odoo store, implemented email automation and new newsletters, SEO, paid acquisition, and partner collaborations to accelerate growth across markets.
Global Head of E-commerce at NOERDEN
February 1, 2022 - October 13, 2025Set up and grow all Chinese and overseas e-commerce channels, manage multi-brand e-commerce operations (websites, TMall, JD, Amazon, Lazada) and oversee P&L; SEO, paid ads, partnerships, and end-to-end e-commerce operations.
Global Head of E-commerce at Vista Musical Instruments
August 1, 2024 - October 13, 2025Defined and executed global e-commerce strategy across SEA, USA, UK; led a cross-functional team and multi-channel retail presence (Shopify, POS, marketplaces) with focus on CRO, UX, and omni-channel initiatives.
E-Business Senior Consultant at Semetis
October 1, 2018 - October 13, 2025Digital advertising and e-commerce analytics; advised clients on online growth, SEO, PPC, analytics, and training; contributed to multi-market campaigns; acted as senior consultant reporting to Directors.
E-Business Analyst at Semetis
January 1, 2016 - October 13, 2025Setup and management of e-commerce channels and campaigns; SEO, web analytics, and training; acted as a leader for online acquisition and e-commerce performance improvements.
Sales & Account Manager at Exki
August 1, 2013 - October 13, 2025Prospected and managed client accounts; contributed to digital strategy and communications for retail partnerships.
Fractional Head of E-commerce at Thera ICE (Remote)
September 1, 2024 - PresentManage and lead all D2C e-commerce channels including Shopify website and TikTok Shop; lead all commercial and product launch campaigns; full website revamp on Shopify; customer retention via email and SMS marketing (Klaviyo); paid acquisition on Meta Ads and Google Ads; support non-D2C e-commerce channels (Amazon, Walmart, Target, Costco); manage partners and agencies (paid ads, email/SMS, web development, TikTok).
Fractional Head of E-commerce at Renact (Remote)
July 1, 2025 - October 13, 2025Define and execute the global e-commerce strategy and product roadmap; cover new website features, omnichannel initiatives, customer experience enhancements, CRO and A/B testing; manage a cross-functional team of 20; translate business objectives into product requirements; ROI-driven growth; collaborate with external partners to accelerate implementation; deliver impact across SEA, USA, and UK markets.
Global Head of E-commerce at NOERDEN
February 28, 2022 - October 13, 2025Set up, manage and grow all Chinese and overseas e-commerce channels (website/Tmall/JD/Amazon/Lazada/JD.com); manage department P&L; e-commerce strategy including brand-awareness ads (Facebook/Instagram/YouTube), acquisition ads (Amazon/Search/Shopping/Facebook/Instagram), SEO, and affiliate marketing; set up and supervise all e-commerce operations (import/export, drop-shipping, partnerships) and customer experience (CRM/e-mail automation).
E-commerce & Digital Marketing Consultant at Freelance / Self-employed
January 31, 2022 - October 13, 2025Provided e-commerce and online marketing consulting to SMBs, helping grow online through strategy, campaigns, and optimization across multiple channels (Shopify, Klaviyo, Google/Facebook ads, SEO, CRO, content).
E-commerce Senior Consultant at Semetis
October 31, 2018 - October 13, 2025Led e-commerce strategy and execution for clients; oversaw cross-functional teams; contributed to omnichannel strategies and growth across SEA, USA, and UK markets.
E-Business Consultant at Semetis
July 31, 2017 - October 13, 2025Delivered e-business consulting, digital campaigns, and optimization for clients; drove online revenue and customer acquisition.
Sales & Account Manager at IDWeaver
July 31, 2014 - October 13, 2025Prospected new clients (cold calls), managed accounts, and contributed to digital strategy for clients in hospitality and retail.
Marketing & Community Manager at Exki (Brussels)
August 31, 2013 - October 13, 2025Marketing and community management; CRM, online campaigns, and engagement initiatives to grow brand presence.
Fractional Head of E-commerce at Renact (Remote)
July 1, 2025 - October 13, 2025Defined and executed global e‑commerce strategy; led a cross‑functional team; managed paid acquisition and partnerships; oversaw multi‑market operations and CRM-driven customer retention; aligned e‑commerce with retail, marketing, supply chain and finance to drive ROI.
Fractional Head of E-commerce at Renact (Remote)
July 1, 2025 - October 13, 2025Web site revamp on Odoo; set up email marketing automation and newsletters; SEO and content strategy; paid acquisition with multi‑channel campaigns; collaboration with partners and agencies to scale core capabilities.
Global Head of E-commerce at Vista Musical Instruments (Singapore)
August 1, 2024 - October 13, 2025Defined and executed the global e‑commerce strategy across 7 brands with 15 Shopify stores and 3 marketplace/ POS channels; led CRO, UX, and omnichannel initiatives; managed a cross‑functional team of 20 and external partners to deliver ROIs across SEA, USA, UK.
Global Head of E-commerce at NOERDEN (Shanghai)
February 1, 2022 - October 13, 2025Set up and oversaw all China e‑commerce operations (e‑commerce site, marketplaces, D2C). Managed department P&L (> USD 100k turnover), SEO, paid ads, and omni‑channel presence; collaborated with partners and agencies to scale across markets.
E-Business Analyst at Semetis
January 1, 2016 - October 13, 2025E‑Business Analyst driving digital advertising and e‑commerce initiatives for a Brussels/Tokyo‑based agency; responsibilities included online campaigns, analytics, and cross‑marketing programs.
Marketing & Community Manager at Exki (Brussels)
August 1, 2013 - October 13, 2025Managed online presence, community engagement, and digital marketing for a healthful fast‑casual restaurant chain; handled online reputation, POS displays, and local campaigns.
Sales & Account Manager at IDWeaver
July 1, 2014 - October 13, 2025Prospecting for new clients, account management, and digital strategy for a Brussels‑based full‑service digital agency; led client onboarding and ongoing relationship management.
Fractional Head of E-commerce at Thera ICE (Remote)
September 1, 2024 - PresentLead all D2C e-commerce activities (Shopify, TikTok Shop); drive end-to-end e-commerce strategy, product launches, and campaign execution; revamp the Shopify site; manage customer retention via Klaviyo (email/SMS); oversee paid media (Meta, Google); support non‑D2C channels (Amazon, Walmart, Target, Costco); coordinate with partners and agencies.
Fractional Head of E-commerce at Renact
July 1, 2025 - October 13, 2025Lead e-commerce operations for a premium hemp-based disposable vape brand; define digital marketing strategy, ROIs, and CAC optimization; manage external partners (ads, design, web development) and accelerate multi‑market growth.
Global Head of E-commerce at Vista Musical Instruments (Singapore)
August 1, 2024 - October 13, 2025Define and execute global e-commerce strategy for 7 brands across 7 shops and marketplaces; lead a cross-functional team of ~20 (web dev, UX/UI, content, product). Drive CRO, A/B testing, and funnel optimization; own P&L and ROI targets; expand to SEA, USA, UK; coordinate with partners and marketplaces.
Global Head of E-commerce at NOERDEN
February 1, 2022 - October 13, 2025Set up and oversee all Chinese and overseas e-commerce channels (website, TMall, JD, Amazon, Lazada, etc.); manage end-to-end e-commerce operations (import/export, logistics, partnerships, CRM, post‑sales); lead e‑commerce strategy including SEO, paid ads, affiliate/partner marketing; collaborate with agencies on design and development.
E-commerce Senior Consultant at Semetis (Brussels/Tokyo)
October 31, 2018 - October 13, 2025Defined and executed e-commerce strategies for clients across sectors; led multi-channel optimization, PPC/SEO, analytics, and performance marketing; guided cross-functional teams and delivered measurable ROI improvements.
E-Business Consultant at Semetis (Brussels/Tokyo)
July 31, 2017 - October 13, 2025Advised clients on digital marketing and e-commerce initiatives; implemented SEO, SEA, analytics; aligned initiatives with client objectives and cross-functional teams.
E-Business Analyst at Semetis (Brussels/Tokyo)
January 31, 2016 - October 13, 2025Analyzed e-commerce performance, built dashboards, and delivered data‑driven insights to support optimization across multiple clients.
Marketing & Community Manager at Exki (Brussels)
August 31, 2013 - October 13, 2025Marketing and community management for a Belgian healthy fast-casual restaurant chain; managed social media, brand communications, events, and local marketing activities.
Sales & Account Manager at Idweaver
August 31, 2013 - October 13, 2025Sales and account management at a digital agency offering web development, email marketing, copywriting, web design, video production, and search engine marketing.
Co-founder at Nomad's Land ASBL
December 31, 2010 - October 13, 2025Co-founded a Brussels-based NGO focusing on outdoor activities and community initiatives; led operations, partnerships, and fundraising.
Education
Master in Business Management at IHEC Management School, Brussels, Belgium
January 1, 2011 - January 1, 2013Bachelor in Business Management at IHEC Management School, Brussels, Belgium
January 1, 2008 - January 1, 2011Exchange Program, Business Administration specialization at Universidad ESAN, Lima, Peru
January 1, 2012 - January 1, 2012Exchange Program, Business Administration specialization at Universidad Alfonso X El Sabio, Madrid, Spain
January 1, 2011 - January 1, 2011Master in Business Management at ICHEC Brussels Management School
January 1, 2011 - January 1, 2013Exchange Program - Business Administration at ESAN University
January 1, 2012 - December 31, 2012Exchange Program - Business Management at Universidad Alfonso X El Sabio
January 1, 2011 - December 31, 2011Bachelor in Business Management at Universidad Alfonso X El Sabio
January 1, 2008 - January 1, 2011Master in Business Management at ICHEC Management School
January 1, 2011 - January 1, 2013Bachelor in Business Management at ICHEC Management School
January 1, 2008 - January 1, 2011Exchange Program at ESAN University
January 1, 2012 - January 1, 2012Exchange Program at Alfonso X El Sabio University
January 1, 2011 - January 1, 2011Master in Business Management at ICHEC Management School, Brussels, Belgium
January 1, 2008 - December 31, 2011Exchange Program (Business Management) at Universidad Alfonso X El Sabio, Madrid, Spain
January 1, 2011 - December 31, 2011Exchange Program (Business Administration) at ESAN University, Lima, Peru
January 1, 2012 - December 31, 2012Qualifications
Google Ads
January 11, 2030 - October 13, 2025Google Analytics
January 11, 2030 - October 13, 2025Google Tag Manager
January 11, 2030 - October 13, 2025DoubleClick
January 11, 2030 - October 13, 2025Bing Ads
January 11, 2030 - October 13, 2025Google Ads Certification
January 11, 2030 - October 13, 2025Google Analytics Certification
January 11, 2030 - October 13, 2025Google Tag Manager Certification
January 11, 2030 - October 13, 2025DoubleClick Certification
January 11, 2030 - October 13, 2025Bing Ads Certification
January 11, 2030 - October 13, 2025Google Ads
January 11, 2030 - October 13, 2025Google Analytics
January 11, 2030 - October 13, 2025Google Tag Manager
January 11, 2030 - October 13, 2025DoubleClick
January 11, 2030 - October 13, 2025Bing Ads
January 11, 2030 - October 13, 2025Google Ads Certification
January 11, 2030 - October 13, 2025Google Analytics Certification
January 11, 2030 - October 13, 2025Google Tag Manager Certification
January 11, 2030 - October 13, 2025DoubleClick Certification
January 11, 2030 - October 13, 2025Bing Ads Certification
January 11, 2030 - October 13, 2025Industry Experience
Media & Entertainment, Consumer Goods, Healthcare, Software & Internet, Retail, Professional Services, Education
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
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