Overview

• Product / Initiative: B2B Wholesale Platform Expansion & Supply Chain Modernization

• Role: Product Manager – International Expansion & Platform Integration

• Location: London, UK

• Scale: Expansion of wholesale platform from UK to 5 international markets, covering Food and Lingeriecategories

• Outcome: Delivered 10% top-line revenue growth through product-led growth (PLG) loops, EDI-driven automation, and modernized cross-border supply chain workflows.

Problem / Opportunity

The wholesale business was historically optimized for domestic operations, relying on manual workflows, disconnected tools, and custom processes per market. This created major scalability challenges:

• Lack of standardized onboarding and ordering workflows for international partners

• Manual PO handling, dispatch, and invoicing processes causing delays

• Siloed supply chain data across SAP, JDA, and other tools

• Limited visibility into fulfillment and delivery, impacting service reliability and revenue capture

The opportunity was to scale the platform globally, starting with Food and Lingerie, by introducing automated, EDI-enabled integrations, standardized processes, and a PLG-driven partner experience.

Goals & Success Metrics

• Primary Goal: Enable frictionless international expansion through platform standardization and automation.

• North Star Metric: Top-line revenue growth from international wholesale.

• Supporting Metrics:

  • 🌍 Number of new markets launched

  • ⏳ Partner onboarding and order processing time

  • 📦 SLA adherence for order fulfillment and dispatch

  • 🔁 Repeat partner order rate

  • 💰 Revenue uplift

Targets:

• 🌐 Expand into 5 markets within 12 months

• 💰 Achieve 10% top-line growth

• ⚡ Reduce onboarding & order cycle time by 40%

• 🔁 Drive higher retention through PLG loops and better partner experience

Strategy & Approach

• Defined a scalable B2B platform strategy leveraging existing tech stack (SAP, JDA, IFOS, EDW) with EDI integration (EDICOM, C3) to automate partner interactions.

• Selected Food and Lingerie as anchor categories based on margin, operational readiness, and demand forecast.

• Mapped and re-engineered end-to-end wholesale workflows — from PO creation to invoice validation — aligning stakeholders across logistics, tech, and finance.

• Designed a partner self-service layer using PLG loops to reduce dependency on sales ops and accelerate onboarding.

• Prioritized interoperability and compliance through standardized customs, invoicing, and labeling workflows to enable market reuse.

Frameworks Used:

• 📊 OKRs – aligned product expansion goals across PM workstreams and operational teams.

• 🪜 RICE prioritization – sequenced capability delivery by impact and feasibility.

• 🧭 Capability mapping – linked platform features to revenue and supply chain KPIs.

• 🧠 Market playbook framework – standardized launch sequence to enable fast rollout to multiple markets.

• 🕵️ Telemetry & observability KPIs – tracked onboarding time, cycle time, fulfillment SLAs, and repeat orders.

5. My Role & Contributions as Senior PM

• Owned product vision and international expansion strategy, driving roadmap for platform, partner experience, and integrations.

• Led 4 feature PMs across onboarding, ordering, fulfillment, and financial flows, ensuring clear alignment with growth goals.

• Defined market rollout playbook, standardizing the end-to-end expansion approach for 5 countries.

• Partnered with engineering and supply chain leadership to design EDI-based architecture and interoperability with SAP and JDA systems.

• Prioritized and sequenced product capabilities using RICE and capability mapping frameworks.

• Embedded telemetry dashboards and OKR-based governance to track real-time business impact.

• Led cross-functional alignment with logistics, legal, customs, finance, and tech stakeholders to ensure compliant, scalable rollout.

• Designed PLG-powered self-serve partner onboarding flows, reducing sales ops dependency.

Solution & Execution

🧾 Automated Order Flow

• Partner (e.g., Delhaize) raises Purchase Orders through EDICOM platform.

• Orders are validated in IFOS, checked against master data, and aligned with SAP pricing structures.

• System triggers allocations and picking via JDA WMS.

🚚 Fulfillment Modernization

• Introduced automated stickering and re-labeling flows (GTIN, SSCC labels) to meet country-specific compliance.

• Built automated dispatch workflows integrating with DMS and eCustoms for container build, validation, and clearance.

• Integrated C3 tools for real-time slot booking and delivery visibility.

💻 Invoicing & Financial Flows

• Automated invoice generation and posting in SAP.

• Financial data synced to EDICOM for partner validation and EDW for internal reporting.

🧠 PLG Loop Enablement

• Built intuitive, self-serve partner flows (catalog discovery, order tracking, documentation) reducing onboarding effort and support load.

• Enabled telemetry-driven feedback loops to optimize partner experience.

Impact & Results

• 🌍 Successfully expanded to 5 international markets (including first continental Europe partner) in under 12 months.

• 💰 Drove 10% top-line revenue growth through new market entry and improved operational efficiency.

• ⚡ Reduced partner onboarding time and order cycle by 43% through EDI automation.

• 🚀 Improved SLA adherence across order fulfillment and dispatch by 35%.

• 🧭 Reduced operational errors and manual touchpoints across SAP–JDA–EDICOM integrations.

• 🔁 Increased repeat order volume through a frictionless partner experience.

Frameworks Used

• PLG Loops Framework to drive self-serve partner growth

• Market Playbook Framework for repeatable expansion

• RICE & Capability Mapping for sequencing revenue impact

• JTBD Framework & User Research for partner experience design

• Experimentation Framework for onboarding optimization

• Telemetry & Funnel Analytics to track conversion and retention

My Role & Contributions

• Owned global expansion strategy, scaling the B2B wholesale platform into 5 markets.

• Led 4 PMs across onboarding, fulfillment, and financial flows.

• Embedded PLG loops and JTBD research to simplify partner experience.

• Partnered with engineering and logistics to design EDI-based architecture with telemetry governance.

• Ran experiments on partner onboarding flows to improve activation and retention.

• Defined a repeatable GTM playbook that accelerated launches and drove 10% top-line growth.

Retrospective & Learnings

• What worked:

  • Starting with standardized integration models (EDI, EDICOM, SAP) allowed repeatable scaling to new markets.

  • PLG loops empowered partners and reduced sales overhead.

• What could be improved:

  • Localization requirements (customs, relabeling) needed more lead time for some markets.

• Key learning:

  • Scalable global growth requires both product scalability and operational depth — aligning tech, supply chain, and partner experience early is critical.