Craig Wheeler's Career Journey
Explore 20+ years of building, scaling and transforming businesses across B2B, retail, ecommerce and Southeast Asia.
My Professional Journey
Over 20+ years, I've built businesses, led transformations and worked across almost every part of the commercial and operational value chain.
My career has taken me from B2B and supply chain into retail, ecommerce, digital and technology — and, since 2020, into Indonesia and Southeast Asia.
Always a builder. Always customer focused. Always with an eye on the bottom line.
Executive Profile
I am a commercial and operational business leader with experience across the full customer and business value chain — from strategy, sales and marketing through ecommerce, retail, operations, supply chain, technology and customer experience.
I've held leadership roles across the CXO spectrum, including CEO, COO, CFO, CCO, CMO, CDO, CTO and CIO.
I'm at my best when a business needs to build, scale or change — whether that means turning around an underperforming business, accelerating growth, building new capabilities or transforming how the organisation operates.
My approach is straightforward: put the customer first, build great teams, improve performance and deliver sustainable growth, ROI and profitability.
✅ Koltiva - In six months at Koltiva in 2025, delivered more sales than the business achieved in the whole of 2024, while launching new services and a fintech solution.
✅ Shipper - Delivered 120% growth while exiting 50% of unprofitable revenue streams and 90% of customers that were not economically viable. Restructured gross margins, launched Aloshop as an ecommerce enabler and helped move the business towards profitability.
✅ Kanmo Group- Increased omnichannel revenue by 40x, launched 80 marketplace stores, 13 websites and 2 apps, and significantly increased customer lifetime value through Kanmo Circle loyalty. Delivered NPS above 70 and marketing ROAS above 10.
✅ In Europe - Across more than 10 businesses, delivered growth, improved margins, reduced stock and cost to serve, introduced digital innovation and new processes, and improved customer experience.
Major Achievements
Career Overview
Three stages. One consistent theme: building businesses that perform.
Foundation Building
My early career built the foundations of how I operate today — across B2B, finance, operations, supply chain, technology and commercial management.
I learned the mechanics of running a business from the ground up, developing a practical understanding of how functions connect and how decisions ultimately affect customers and the bottom line.
Digital & Retail
I moved into retail and ecommerce as businesses were being transformed by digital.
Across Europe, I led growth, ecommerce, omnichannel, operations, supply chain and customer experience — working across established businesses as well as high-growth environments.
This became the foundation for my later work integrating commercial, operational and digital transformation.
Indonesia & SEA
Since 2020, I've been building, scaling and transforming businesses in Indonesia and Southeast Asia.
I've worked across retail, ecommerce, logistics, technology and B2B — leading commercial growth, organisational change, digital transformation and operational improvement.
Working in Southeast Asia has also changed how I lead: markets move quickly, customers behave differently and successful businesses need to adapt continuously.
Career Technical Overview
Over 20 years Technical innovation, delivering change through digitalization.
Sample Listings of Solutions worked on, over 100 implementations across the full breadth of the solution ecosystem.
I led the product, project management teams, built ETL and EDI layers and ran Steering Groups
Technology, systems & transformation
Throughout my career I have led the implementation, development and support of ERP, WMS, OMS, ecommerce and wider supply-chain solutions — taking ownership from requirements analysis and process design through workshops, integrations, testing, implementation and ongoing improvement.
I have delivered both in-house developments and major off-the-shelf platforms, as well as highly bespoke solutions where the standard system could not meet the business need. My experience spans retail, ecommerce, B2B and distribution environments, including multi-country and multi-warehouse operations.
I have worked on large-scale automated warehouse solutions, including facilities handling hundreds of thousands of units, and on complex environments integrating warehouses with drop shippers, retailers and marketplace sellers.
The common thread throughout my roles has been combining technology with commercial and operational understanding: making sure systems support how the business actually needs to operate, while giving teams the data, processes and tools to scale.
I have led projects from initial requirements and solution design through integration, implementation and adoption, working closely with internal teams, technology partners and stakeholders across the business.
Craig is an expert Change Manager and has shown an ability to manage major team development while handling multiple projects across a large remit successfully
Hitesh Bharwani - Founder Kanmo
Craig is a dedicated executive with a broad palette of business skills from e-commerce to operations, supply chain to customer service and many more competencies acquired along his diversified and successful career
Joel Palix - Former CEO Feelunique and Clarins
