General Manager
Lauren Muir
The short version
Lauren is General Manager at Commerce Thinking. She owns how the business runs and how the work gets delivered, and she is the person clients come to when they want to widen what we are doing with them or bring us into something new.
Before Commerce Thinking
Trend Agency → Oh Polly and Bo+Tee (Head of Ecommerce) → Elenem Consulting (founder) → Pion333rs (SaaS consultancy)
What Lauren does
Owns operations across the business, from contracts and scope through to how engagements run week to week Makes sure clients get what we said we would do, and that the team have what they need to deliver it Reads every engagement from the client's side of the table, having been the one buying this kind of support until last year
What Lauren is looking for
Every account runs differently. How much on-site time, who speaks to whom, where the line sits between what a client's own team holds and what we hold. Lauren spends a lot of her week on those, because getting them right is what turns a retainer into something a client builds on.
“I have been the one buying this kind of support, managing the retainers and the agencies and the contractors. I know what good looks like from that side of the table.”
The origin story
Before 2020 Lauren worked across digital marketing and growth roles agency side.
She joined Oh Polly in 2020 as a digital marketing executive on Bo+Tee, a brand that was weeks old and growing fast enough to break things. Most ecommerce careers stay on that side of the business, and hers moved in the other direction.
By 2023 she was Product Owner for Oh Polly and Bo+Tee, which put her in charge of the storefronts and everything wired into them, including integrations, third-party apps and development work. The pattern she kept meeting was growth on the front end arriving faster than the systems behind it could absorb.
She left in late 2025 as Head of Ecommerce, running trading and site experience across Shopify Plus storefronts in several markets, and owning the technical roadmap along with every retainer and agency relationship behind the front end, from web development through to SEO.
Then she went independent, founding Elenem Consulting where she supported more £100m+ brands on how to be more efficient in their online store operations, trading and development work. Then, with fast-growing startup Pion333rs she helped build out a SaaS consultancy practice, advising commerce technology businesses including Centra, Depict and Glara on solution design and how their products fit the stacks brands actually run.
She joined Commerce Thinking on growth and partnerships in late 2025 and became General Manager in July 2026. In early 2026 she founded Operator Experience with Luke, now a community and a quarterly event business with 200+ people from fast-growing fashion brands looking to work efficiently and work together in the new AI-era of commerce.
She has sat on most sides of this ecosystem, buying this kind of support brand side and later advising the technology companies that sell into it. The buying end is the one that shapes how she works now. Owning the retainers and the agency relationships teaches you quickly whether a consultancy is earning its fee.
Lauren's advice for founders and ops leads
- 01
Bring in someone who has done this before, and do it before the problem is urgent
- 02
Look at the agency's own CV. Which brands, which case studies, and whether any of it resembles what you need doing
- 03
Work with people already across brands bigger and more complex than yours, doing this year what you will be doing next year
- 04
Understand your systems landscape before you start anything large, or get someone to do that due diligence for you
Ask Lauren about
Why a project at risk is usually a people problem before it is a technology one
Why the departments outside tech need to be in the room on anything that touches the whole business
How to tell whether you need an agency, a contractor or a consultant
Elsewhere
Start with an audit and we'll bring the right people to the table.
Contact