Digital Transformation - Algeos
Leading digital transformation projects including Magento ecommerce and SAP integration.
At a Glance
The Context
Algeos is a global supplier to the orthotics, prosthetics, and podiatry markets. It’s a heritage business with a massive product catalogue and complex B2B/B2C routes to market. I joined during a critical phase: the business was migrating its entire digital infrastructure. They were moving from legacy systems to a modern stack (Magento 2 connected to SAP Business One). The project was high-risk; the website was the primary ordering channel for thousands of clinics, and any downtime or data error would have immediate revenue impact.
The Challenge
The project was complex. We had to migrate thousands of SKUs, complex tiered pricing structures for B2B clients, and years of customer data. Simultaneously, we had to maintain sales momentum. We couldn't just "pause" marketing while the build happened. I had to keep the leads flowing via PPC and SEO while project-managing the technical migration in the background. It was a balancing act of operational delivery and commercial performance.
Key Projects and Initiatives
Magento 2 Migration & SAP Integration
I was the internal lead for this migration. I worked daily with the external agency to ensure the spec was met. The critical success factor was the integration with SAP Business One. I tested and validated the data flows for stock levels, customer specific pricing, and order injection. The launch was successful with minimal disruption to trading.
Paid Search (PPC) Restructure
I inherited a legacy Google Ads account that was inefficient. I restructured the campaigns to align with our highest margin product categories. I introduced "Shopping" campaigns for the B2C products and firmly targeted "Search" campaigns for B2B keywords. This significantly improved our ROAS (Return on Ad Spend).
Marketplace Expansion
Recognizing the volume of search on Amazon, I professionalized our presence there. We optimized listings, used "Fulfilled by Amazon" (FBA) for key lines, and managed the inventory feed. This created a robust secondary revenue channel that required minimal maintenance.
Tools and Technology
This role was technically heavy. I became a power user of Magento 2 admin, managing complex catalogue rules. I worked daily with SAP Business One data structures. I used Google Ads Editor for bulk campaign management and Moz/Ahrefs for SEO auditing.
Results and Impact
The successful migration secured the digital future of the business. We had a platform that could scale.
- Operational: The SAP integration automated 90% of order processing.
- Revenue: Online sales continued to grow post-launch due to the improved UX.
- Efficiency: Marketplace automation reduced the manual workload for the customer service team.
What I Learned
This role taught me the language of developers. I learned how to write a clear bug report, how to prioritize a backlog, and how to manage the inevitable tension between "perfect code" and "business deadline". It gave me the technical confidence I use today when talking to engineers.
Interested in this experience?
If you are looking for someone who can bring this level of marketing leadership and hands-on delivery to your team, I would love to hear from you.
Contact Me