As the Chief Commercial Officer (CCO) and Managing Director of Smarter Ecommerce (smec), Chris Scharmüller is at the forefront of helping some of the UK's most prominent e-commerce brands, including The Hut Group, JD Sports, RiverIsland and Allbeauty, navigate the complex world of online advertising.

His work centers on transforming how businesses approach paid search, moving beyond manual campaign management to a more strategic model of steering AI algorithms. With his close ties to Google and Microsoft, he enables clients to overcome the complexities of international growth and ensure their ad spend contributes to their bottom line, not just top-level revenue.

Also, Chris is a co-host of the podcast "Growing Ecommerce" with Mike Ryan. Together, they offer a fresh take on the latest in online retail.