About
My mission is to align technology investments with business growth—designing organizational structures, establishing governance frameworks, and building delivery cultures that turn strategic objectives into measurable outcomes. I partner with executive leadership across product, marketing, supply chain, and retail operations.
Before stepping into this executive role, my career spanned product management, front-end development, UX design, and brand management across Hong Kong, Barcelona, and Montreal. I have navigated contexts ranging from early-stage startups to a global retail group.
This uncommon breadth gives me a distinct advantage: I don't just oversee technology delivery; I understand the full product lifecycle, from market fit and user experience to infrastructure scaling and P&L accountability. I bridge strategy and execution by speaking the language of engineers, product managers, and business executives alike.
Areas of expertise
A cross-functional toolkit I apply to align technology strategy with business outcomes.
Product Strategy & Roadmapping
Translating vision and mission into actionable, tactical roadmaps. Ensuring that product evolution serves specific user intents and delivers measurable business value.
Organizational Design & Scaling
Structuring engineering and product teams to sustain targeted growth. Developing hiring strategies to source, recruit, and retain top technical talent.
UX/UI & Product Discovery
Guiding product vision from high-level concepts to wireframes and high-fidelity mockups. Championing user delight and attention to detail through intuitive, beautiful experiences.
Data Strategy & Performance Metrics
Defining and governing key performance indicators (KPIs) to monitor daily operations. Ensuring data architecture directly translates into actionable insights and market value.
Technical Architecture & Operations
Reviewing and guiding technology stacks, data management, cloud infrastructure, and CI/CD pipelines to ensure optimal uptime, performance, and operational resilience.
Go-to-Market & Operations
Aligning technical delivery with marketing strategies and operational constraints. Defining communication angles and scaling operations to drive market traction.
Executive Communication & Fundraising
Distilling complex technical and product visions into solid elevator pitches and high-impact investor decks, whether scaling bootstrapped ventures or engaging with VCs.
Skills
Interpersonal
- Empathetic leadership
- Resilient & adaptable
- Fosters autonomy and collective accountability
Leadership & strategy
- Technology strategy & roadmapping
- Team leadership & coaching
- Cross-functional collaboration (business, data, product, marketing)
- Stakeholder management & executive communication
- Vendor & partner management
- Budgeting & P&L accountability
- Change management & organizational agility
- Executive communication & board reporting
- Organizational design & team scaling
- Technical due diligence & M&A advisory
Delivery & operations
- Program & project management
- Agile / lean
- Cloud infrastructure & scalability (GCP)
- IT governance & security alignment
Technical know-how
- API-first / microservices approaches
- Frontend frameworks: React / Next.js, Vue.js / Nuxt.js, Svelte / SvelteKit
- Backend frameworks: Python / Django, Java / Spring Boot, Ruby on Rails
- Data engineering & analytics enablement
- UI / UX design collaboration & prototyping
Experience
Decathlon Canada
Global group - 5k+ employeesSports retailer
Technologies Director
Sep 2020 – PresentLeading IT, data, and engineering teams with responsibilities in e-commerce, retail infrastructure, and data/AI, ensuring seamless omnichannel experiences for Decathlon Canada.
- Managed an annual technology budget of over CAD 3M, optimizing investments for scalability, ROI, and long-term strategic alignment with business growth objectives.
- Directed a cross-functional organization of 30+ people across e-commerce engineering, data, and IT infrastructure, establishing scalable team structures and career frameworks.
- Shifted the organization to an outcome-focused delivery culture by establishing executive governance frameworks, OKR-aligned success metrics, and structured reporting.
- Led the end-to-end optimization of the customer journey with a microservices architecture across catalog, search, and checkout, improving conversion rates and retention.
- Directed the migration and stabilization of the OMS, redesigning fulfillment strategies and expanding payment options to enable 24-hour national delivery.
- Oversaw the evolution of decathlon.ca into a fully omnichannel national platform, maintaining 99%+ uptime and improving Core Web Vitals to drive organic traffic growth.
- Drove the adoption of modern cloud, DevOps, and data governance practices to accelerate delivery cycles and support reliable business intelligence.
- Spearheaded national cybersecurity governance and operational resilience, implementing DRPs, TPRM frameworks, and driving a security culture that achieved 90%+ training completion.
Product Owner
Jul 2018 – Sep 2020Led the developer platform (developers.decathlon.com) and activities marketplace (activities.decathlon.ca), shaping their vision, growth strategy, and execution.
- Drove 20% month-over-month growth to reach 30k monthly active users with a 4% conversion rate by defining and executing the product vision and roadmap.
- Onboarded 500+ internal and external API consumers through scalable publication processes and clear documentation.
- Recruited and structured a multidisciplinary team of developers and designers, introducing agile rituals to foster collaboration.
- Conducted needs analysis and managed backlogs to ensure consistent value delivery and alignment across stakeholders and end users.
Front-end Developer
Jan 2018 – Jun 2018Developed core community and developer platforms from the ground up.
- Architected and launched the initial version of Decathlon Activities and the developer gateway (developers.decathlon.com) using Vue.js, Nuxt.js, TypeScript, and Node.js.
BridgeMTL
Agency - 0-10 employeesTechnology incubator
Product and Tech Advisor
Sep 2021 – PresentGuiding product strategy and tech investments for emerging startups.
Le Wagon
Scale-up - 100-200 employeesBootcamp
Teacher
Apr 2017 – May 2018Mentored aspiring developers in product management and front-end engineering.
Reservotron
Agency - 0-10 employeesManagement software for outdoor organisations
Web Developer
Apr 2017 – Jan 2018Drove UI revamps and full-stack feature development.
Lalamove
Scale-up - 5k+ employésUnicorn tech company specializing in matching businesses with last-mile delivery options
Product Designer
Sep 2014 – Sep 2016Led UX/UI design across web and mobile platforms during rapid scaling.
Brand Manager
Oct 2013 – Oct 2014Drove brand repositioning and marketing operations across Southeast Asia.
Projects
Personal product laboratories where I explore modern architectures and validate zero-to-one product-market fit — from concept to deployed SaaS.
Education
Ruby on Rails, Javascript, HTML & CSS. Git and GitHub as collaboration tools. App deployment on Heroku. GitHub profile (Borisstoy): https://github.com/Borisstoy
Spain - 1st Ranked Marketing & Commercial Management Master Degree.
Master degree - Business administration
Business Administration.
Licence degree - Business administration
Emphasis on business negotiation, branding.
International business degree.