Gael Decoudu heads up a team of over 20 people that use data analytics to uncover ‘actionable insights’ within ecommerce.

These insights help to improve the end-to-end customer journey, including making it more personalised, across Shop Direct’s retail brands, as well as supporting senior-level decision-making within the company.

Having previously held statistics roles at Lloyds Banking Group and Capital One, Gael joined Shop Direct from Vistaprint, where he led a global team as Director of Data Science from the business’ office in Barcelona. Gael has over 10 years’ experience as a leader in analytics and statistics and is a qualified data scientist.

Shop Direct is the UK’s second largest pureplay online retailer, with annual sales of more than £1.8 billion.

Its digital department store brands include, which is now a £850 million brand, and receive over a million website visits every day.