Build Your Brand's Future, While Protecting Its Heritage
I help luxury brands elevate their customer experience using breakthrough technology
~Sal Usmani
Do any of these challenges sound familiar to you?
Struggling to integrate AI and data driven decision making without losing your brands heritage and DNA
Frustrated by legacy systems that block innovation and slow your customer experience?
Unsure how to scale personalisation and exclusivity in a digital-first world?
I help luxury brands like yours harness AI & Data to deliver personalised, high-touch experiences without compromising your brands DNA
Services On Offer To Your Luxury Brand
Fractional CTO & Advisory Services
No Full time hire required in this demanding and challenging economical climate Why Choose a Fractional CTO? Luxury brands need to move fast, innovate boldly, and protect their heritage. A Fractional CTO gives you the agility and expertise to do all three—without the overhead of a permanent executive. Strategic Technology Leadership, On Your Terms Gain the expertise of a seasoned CTO—without the commitment of a full-time hire. As your Fractional CTO, I embed seamlessly with your leadership team, providing strategic direction, technical oversight, and hands-on guidance tailored to the unique demands of your luxury brand.
AI & Customer Data Strategy for Luxury Markets
Unlock Personalised Experiences, Preserve Brand Exclusivity In the luxury market, data isn't just about insights—it's about crafting unforgettable, personalised experiences that deepen customer loyalty and elevate your brand. I help you harness the power of AI and customer data to deliver bespoke interactions at every touchpoint, while safeguarding your clients' privacy and maintaining your brand's prestige. What do you get? AI-Powered Personalisation: Create hyper-personalised journeys that anticipate your clients' needs and desires, from curated product recommendations to exclusive event invitations. Data-Driven Exclusivity: Identify your most valuable customers and tailor experiences to reward their loyalty, creating a sense of belonging and reinforcing your brand's exclusivity. Ethical Data Governance: Implement robust data privacy practices that comply with global regulations and build trust with your discerning clientele. Actionable Insights: Transform raw data into clear, actionable strategies that drive measurable results, from increased sales to improved customer LTV.
Target Operating Model Workshops
Reimagine How Your Luxury Business Operates in a Digital World In the luxury sector, operational excellence is as vital as brand prestige. My Target Operating Model (TOM) Workshop is designed to help you align your people, processes, and technology—ensuring your business delivers seamless, high-touch experiences at every stage of the customer journey. What is a Target Operating Model Workshop? A TOM Workshop is a focused, collaborative session where we map out your current operations, identify pain points, and design a future-state model that supports your strategic goals. For luxury brands, this means balancing innovation with heritage, efficiency with exclusivity, and digital transformation with the personal touch your clients expect.
Clients & Businesses I have helped over the years
LVMH
Technology projects for 12 brands (Maisons)
Versace
Digital boutiques available during runway shows
Belstaff
End to End Business transformation
Jimmy Choo
Re-platforming Website
White Cube
Modernisation and Data Strategy
Dolce & Gabbana
ERP & BI Review
Bally
In Store Ordering
Tommy Hilfiger
VR Product Development
Stella McCartney
ERP Review
Conran Holdings
End to End Business Transformation
Fitflop
ERP, Website & 3D
Represent
DPP's, Transaction Certificates
Portfolio Highlights
A curated selection from two decades of creating distinctive luxury customer experiences and elevating prestigious brands through strategic vision and technical excellence.
Sector Expertise
Luxury
Expert in high-end customer technology and exclusive market positioning through CRM strategies
Art
Deep understanding of the art market and how technology can help convert sales
Fashion
Proficient in trend forecasting and analysis to facilitate GTM strategies through technology
AI / ML
Proficient experience in using data and AI to monetise and increase revenue
Skills & Expertise
Strategic Leadership
Steering business growth through technology
Innovation & Transformation
Driving scalable business innovation through AI, data and integrations
Customer Centric Value
Delivering hyper personalised customer centric value through bespoke CRM strategies
Business Technologist
Combining operational insight with hands on technology to optimise business processes (TOM)
Industry Recognition
Industry Awards
Including Fashion Tech Innovation of the Year
Speaking Engagements
At prestigious events including Viva Technology and Art Market 2050
Published Articles
Fashion United, The Business of Fashion, and Drapers
Board Positions
Advisory roles at luxury industry associations and art foundations
Testimonials
"Sal is the full CTO package. He's thoughtful and intelligent, focusing on the brass tacks of the business to develop well reasoned, logical, researched technical solutions and trajectories. He is a masterful team builder and understands that well motivated, informed expert teams are needed to turn the planning into action. He knows how to attract and engage the best agency talent and is scrupulously honest and fair in dealings with third parties. Sal is a level headed and steady leader; this is needed more than ever given the frantic pace of technical change, introduction of fast scaling technologies like AI & ML. He's able to context switch between the getting hands on and the 30k ft view, keeping teams tasked and with momentum. Sal is one of my favourite people in tech and I give him my strongest recommendation.”
Alexander Light, Founder & MD, SOON_
"It was a pleasure to work with Sal, always happy to help and find solutions. He also remained calm and treated any kind of issues whether small or bigger with calm and positivity. Always a pleasure to interact with solution driven people!"
Emilie Jacqz, Chief Financial Officer, Louis Vuitton UK
Sal has been absolutely instrumental in the development of Origins, leading the technical vision and execution of our platform with exceptional expertise. As our CTO, he has leveraged his extensive experience to build a robust and scalable solution. His deep understanding of both the tech and fashion industries has been invaluable in helping Origins develop cutting-edge AI tools that streamline supply chain data and compliance processes. Sal’s leadership and vision make him a world-class CTO, and we are incredibly fortunate to have had him on our team.
Peter Dakin, Founder & CEO, Origins
I had the pleasure of working closely with Sal during our time at Fitflop, where he was employed as the Chief Technology Officer. I was always impressed by his strategic leadership, deep technical acumen, and unwavering commitment to drive innovation and operational excellence. He has a rare ability to translate complex technological challenges into clear commercial opportunities, having a wide breath of knowledge across Marketing, Product and Supply Chain. Sal leads his teams with integrity, humility and a collaborative spirit. He fosters strong forward thinking teams and was a big influence during periods of transformation and growth. Any organisation would be fortunate to benefit from his expertise, leadership and dedication.
Caroline James, Chief Product Officer, Fitflop
My Professional Journey
2025-Present
Origins - Chief Technology Officer (Fractional)
Origins is a fashion tech startup which through its AI platform, ingests data throughout the whole supply chain to identify vulnerabilities in product data. I am helping them on a advisory basis to deliver a MVP as part of pre-seed funding
2024-2025
White Cube - Chief Technology Officer
White Cube is one of the world's leading contemporary art galleries. I was part of the exec team here helping the business through multiple technological modernisation techniques.
2022-2024
Fitflop - Chief Technology Officer
Fitflop is a wellness and apparel women's wear brand specialising in biomechanics within it's footwear. I helped them introduce a single customer view through data and CRM strategies, alongside many other digital initiatives.
2018-2022
Belstaff - Technology Director
Belstaff is the luxury British heritage brand which boasts a history over 100 years. I led a complete end to end business technology transformation project which separated itself under the old ownership and technological landscape shared with Jimmy Choo, Versace and Bally.
2015 - 2018
LVMH- Head of Technology
LVMH is the luxury conglomerate and home to 77 distinguished maisons. Responsible for 12 maisons in the UK & Ireland, I worked closely with the global teams in Paris to deliver global technology programs.
2003-2015
Conran Holdings - Group Head of Technology
Working for Sir Terence Conran & Family, introducing a complete technology overhaul spanning over a decade in tenure, Hotels, fine dining, luxury retail stores, fashion, architectural practices and design studios made up the group
Let's Connect
Strategic Consulting
Offering expert consulting services in luxury technology development, art and fashion technology. Specialising in target operating model and change management disciplines
Speaking Opportunities
Available for select speaking engagements on luxury market trends, art business development, and creative leadership at industry conferences and educational institutions
Collaboration Enquiries
Welcoming collaboration opportunities with luxury brands, art institutions, and fashion publications that align with my professional values
Contact me via LinkedIn by clicking on the button below:
Located in London, operating internationally…