Atterbury is the consultancy of Sam Atterbury — over ten years leading digital platforms, eCommerce and UX inside KTM, Red Bull and Procter & Gamble. The advice comes from having done the job, not observed it.
Responsible for all B2C websites, configurators, apps and webshops across the group's brands. Owned the roadmap for multiple CMS and PIM platforms, launched full new brand sites on time and in budget, introduced a data-driven design system, and restructured a 20-person team through one of the company's most challenging periods.
Led all digital touchpoints for Red Bull merchandise and the AlphaTauri fashion brand: websites, marketplaces, advertising, social media. CRM, UX and analytics. Grew the business strongly, expanded to 90+ markets, and led the complete redesign of AlphaTauri.com with measurably better engagement and revenue.
Opened Amazon as a sales channel across six European countries — a fully incremental business that didn't cannibalize the direct site — and trained the team to run it.
Created and owned Red Bull's global eCommerce strategy across hundreds of retailers in 30+ markets. Built the tools, audits and guidelines used by country teams worldwide, ran the global Amazon business, and won a 'Most Innovative Supplier' award along the way.
eCommerce sales & marketing for Tesco — the world's largest online grocer at the time — plus category management and national account roles. The commercial foundations: negotiation, ranging, pricing, retail media.
BSc (Hons) Mathematics with Finance,
University of Leeds.
Austria — working with clients worldwide
Gravel races, bike touring across three continents, and ski touring in the Austrian Alps.
Tell us where your digital business stands — we'll tell you honestly what we'd do.
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