Alexander Gaydardzhiev

I was the lead architect in the replatforming and rebranding of Liberty of London's e-commerce site from Salesforce Site Genesis to Salesforce B2C Storefront reference architecture. The project included pitch, discovery, development, and deployment phases. Prior to that project, I worked as a lead developer and architect for Liberty through Tryzens Global managed services team for four years. I provided technical leadership for a team of six developers and three QA engineers.

I conducted the discovery, estimation, and technical planning for the project and outlined clear user stories, onboarding the dev and QA teams. Working hands-on, I guided critical tasks, such as checkout and product page redesigns, integrations with tools like Bazaarvoice and Amazon Pay, and set up tracking with Google Tag Manager and Google Analytics. I also ensured technical best practices, created documentation, and collaborated directly with stakeholders to keep the project aligned with business goals.

I led the architecture and development of Shiseido Global Core, the foundation codebase for over 100 eCommerce sites across four continents and in more than 40 languages. This platform, based on Salesforce Commerce Cloud, supports rapid, cost-efficient brand digitalization in various markets.

I provided the technical architecture for the Global Core codebase, including integrating 3rd-party services such as payment, shipping, and virtual try-on tools. Additionally, I worked directly with Shiseido business stakeholders, offering business analysis and technical guidance for ad-hoc projects, and oversaw new site rollouts across EMEA and APAC regions. My work also included planning a composable architecture solution for the Global Core, aligning with Shiseido Corp.’s 2030 business vision.

For over four years, I partnered with Merkle to support Shiseido’s core codebase, helping them build a scalable, adaptable eCommerce framework that meets global demands.

I was part of the maintenance and enhancement team for Deckers brands' websites, focused on ensuring top-tier performance and user experience on Salesforce Commerce Cloud. My responsibilities included implementing customizations and updates to the platform, tailored to meet Deckers' specific requirements and improve functionality across their sites.

Some key achievements included successful integration of various 3rd-party services to enrich the shopping experience and ensure seamless functionality. I played an active role in troubleshooting and resolving technical issues as they arose, and I contributed to ongoing site optimization by applying Salesforce Commerce Cloud best practices to enhance performance and user satisfaction.