Building digital product and AI-enabled workflows at Castlery

Context

Castlery needed to strengthen its digital product capabilities, improve eCommerce performance, connect online and offline customer journeys, and reduce the manual work involved in producing digital assets.

What I did

I established the Digital Product Team across product management, eCommerce, and UX design. I introduced digital tools, a design system, omnichannel experiences, and a Voice of Customer program using keyword and sentiment analysis.

I also led the development of an AI-assisted product-image workflow using Stable Diffusion and Photoshop. This required redesigning the production process around human review, reusable assets, quality control, and collaboration between creative, commercial, and technical teams.

Impact

• Contributed to 30% year-on-year revenue growth.
• Increased basket size by 12% while reducing bounce rate to 43%.
• Deployed omnichannel solutions contributing 16% of country revenue.
• Saved more than 10,000 hours through new digital tools and a design system.
• Reduced product-image generation time from 3–20 days to 1–2 days.

What this demonstrates

The ability to connect AI capabilities to an existing business process, redesign the surrounding workflow, and translate emerging technology into measurable operational value.