Jed Cunningham
General Manager - Global Digital Commerce @ Mayborn Group Limited
About
I am a senior digital and commercial leader with global responsibility for eCommerce, marketplace and direct-to-consumer growth for Tommee Tippee, a market-leading consumer brand in the baby and parenting category. In my current role, I lead the digital commerce business across Amazon, DTC and emerging social commerce platforms including TikTok Shop, with full ownership of commercial performance, strategic direction and operational execution across multiple international markets. My scope covers global P&L delivery, marketplace strategy, digital retail, omnichannel growth and the ongoing transformation of our digital capabilities. Working as part of the senior leadership team, I partner closely with executive stakeholders to define and deliver long-term growth strategy, modernise our digital operating model, and accelerate the shift towards a scalable, data-led and consumer-centric organisation. Alongside commercial leadership, I am responsible for driving digital change and transformation across the business, including platform re-architecture, new market entry, capability build, AI adoption, and the development of high-performing cross-functional teams spanning eCommerce, technology, marketing and operations. Key areas of focus include: Global eCommerce leadership | General Management | P&L ownership | Amazon & Marketplaces | Direct-to-Consumer (DTC) | TikTok Shop & Social Commerce | Digital Transformation | Omnichannel | Consumer Goods / FMCG | International growth | Commercial strategy | Retail & Marketplace partnerships | Team leadership | Scaling brands | Turnaround & change | AI & automation | Performance marketing | Data & analytics
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United Kingdom
Computer Software
Growth Management, Business Intelligence (BI), Go-to-Market Strategy, Fashion Buying, Strategic Partnerships, Category Management, Vendor Management, Retail Buying, Channel Account Management, Organizational Leadership, Organizational Development, Change Management, Product Management, Program Management, Product Launch, Product Marketing, Event Planning, Revenue & Profit Growth, Customer Retention, Customer Experience
Experience

Global Store Channel leader
Dubai, United Arab Emirates
Head of Amazon Global Store's business across UAE and KSA. Leading the ecommerce channel across the region, responsible for business planning, Delivery experience (DEX), Marketing, Pricing, Product development and E2E P&L management. This is a general management position responsible for a strategic channel.

Head of Marketing for Global Store and Exports
Dubai, Dubai, United Arab Emirates
Marketing leader for the Global store and exports channel across the MENA region. Responsible for customer engagement, lifecycle growth/ retention, Prime growth and e2e event strategy. Further, the role is the champion for customer experience, ensuring that the cross border channel maintains an excellent CX for customers.

Senior Leader Amazon Strategic Vendor Services
London, England, United Kingdom
Senior team leader in the AVS (Amazon Strategic Vendor Services) business unit- responsible for developing and executing strategic plans with Amazon's partners to enable them to reach optimal potential, along side leading EU programs to improve the business unit.

Team manager Amazon Strategic Vendor Services
Europe
Managing a team of eCommerce vendor consultants targeted on building and executing long term strategy for building businesses on Amazon Core responsibilities: - Long term (3x year+) Strategy development across vendor base - Management of execution across team - Driving automation and off-shoring efficiencies for team and wider organization - Talent management and people development

Market Intelligence Manager
UK & Ireland Market group
Responsible for generating competitive advantages and where to play strategy for the consumer channel based on analysis of Market Structure, environmental scanning, competitor and customer insights. Primary focus on sustainable top line growth, also manage a number of process optimisation projects focusing on bottom line impact through a Lean and Six Sigma methodology.

Commercial Graduate- Project Manager
Rotation 2: Project manager Managing projects with a focus on the supply chain and downstream operations. Working towards DMAIC Green Belt certification. Rotation 1: Profit Improvement manager Responsible for analysing the performance of Retail sales segment and implementing solutions to improve and maintain targeted margins.

Intern
Etihad Airways, Abu Dhabi, UAE
UAE, Abu Dhabi
Used my legal knowledge in Contract Law to advise various members of the Etihad organisation as to the legality and validity of their respective contracts. Worked closely with the General Counsel of Etihad, which gave me a great insight as to the synergy between commercial and legal interests.

Work experience
Publicis London
London, United Kingdom
Worked on the Army advertising account and assisted in the launch of the latest advertising campaign and was involved in the general management of the account and the photo shoot for the Army’s latest recruitment advert.

Work experience
Manchester, United Kingdom
Worked in the media buying industry learning about media, from above the line Advertising to the revolution and E-Marketing. During my time I worked closely with the account management team on numerous accounts and was responsible for the management of the pre-existing bookings.
Jed Cunningham's Contact Information
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