Maksim Shelukhanov
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Executive profile · Overview

Maksim Shelukhanov

Business and Transformation Executive

Maksim Shelukhanov
Executive profile · 2026

P&L • Growth • Commercial strategy • Operations • Customer • Digital products • Data

I scale and transform large B2C businesses, bringing commercial strategy, operations, customer experience, products, technology and data together to drive financial performance.

Results and case studies Full profile
up to RUB 20bn
business scale
270+
retail locations
up to 1,300+
employees
22+ years
in business, digital and transformation
01

Track record

Measurable results in a business context

Every figure is linked to a specific company, business challenge and management action.

01

Current role

ORTEKA

Current scope, P&L and omnichannel
What I did

Brought e-commerce, retail, marketplaces and customer service together under a single P&L management framework.

Result

14% → 22%+ e-commerce share

+24.8% gross profit

View case study
02

Kenguru

Digital growth, CRM and AI
What I did

Aligned digital sales, CRM and AI personalization within a consistent commercial operating rhythm.

  • more than doubled digital sales
  • +RUB 13m per month AI personalization
View case study
03

Kolesa Darom

Operations and service
What I did

Redesigned service management, workshop capacity utilization and operating cost management.

  • +40.8% service revenue
  • −1.5 pp operating expenses
View case study
04

SUNLIGHT

Scaling digital through operations
What I did

Connected digital growth with order fulfillment, logistics and operational speed.

  • RUB 5.6bn → 13bn e-commerce
  • 4–6 hours → 30–60 minutes order processing
View case study
05

Tanuki

Customer service and delivery
What I did

Aligned customer service standards with delivery operations.

  • +15 pp on-time delivery
  • +10% year on year online revenue
View case study
06

Dochki & Synochki

Omnichannel fulfillment
What I did

Redesigned omnichannel fulfillment and e-commerce economics.

  • +49% e-commerce revenue
  • +62% operating profit
  • +8 pp order fulfillment
View case study
07

Technosila

E-commerce as a business
What I did

Developed e-commerce as a business in its own right, with responsibility for its financial performance.

  • RUB 7.9bn / +85% e-commerce
  • +119% margin
View case study
All 7 case studies
02

Management approach

I manage a business as one connected system

Functions work together toward financial results, with shared priorities and accountability.

01

P&L and strategy

Growth, margin, costs, profit and development priorities within one framework.

04

Omnichannel sales

Digitizing the nonlinear customer journey across stores, websites, apps, marketplaces, contact centers and service, with shared channel economics and unified fulfillment.

06

Digital products

Websites and apps as an integral part of business operations and the customer journey.

Explore all expertise
03

Experience

From engineering and analytics to business leadership

A steady expansion of responsibility: from technology and analytics to commercial strategy, operations and P&L.

  1. 2003–2014

    Engineering, analytical and entrepreneurial foundations

    Bauman Moscow State Technical University, Dostavka.ru, Enter / Svyaznoy Group and entrepreneurial projects.

  2. 2014–2018

    Commercial strategy, e-commerce and omnichannel

    Technosila, Dochki & Synochki.

  3. 2018–2021

    Customer experience, service and digital operations

    Tanuki, SUNLIGHT.

  4. 2021–2025

    Operations management and scaling

    Kolesa Darom, Kenguru.

  5. Current role

    Business leadership and transformation

    ORTEKA; P&L, commercial strategy, operations, customer experience, digital products, data and technology.

Education 01Bauman Moscow State Technical University

Engineering degree

Education 02Russian State University for the Humanities

Management, second university degree

Full experience and education
04

Challenges

Where my experience is most relevant

  1. 01

    Restore revenue, margin and profit growth.

  2. 02

    Connect commercial activity, operations, customer experience and digital channels.

  3. 03

    Improve distributed operations and service efficiency.

  4. 04

    Redesign the omnichannel model and customer economics.

  5. 05

    Make data and AI part of everyday management.

  6. 06

    Lead transformation with accountability for P&L and execution.

05

Explore

Choose your level of detail

This overview is a starting point. Explore the full profile, case studies and specialist articles.

01

Full profile

Business scale, management approach, experience and education.

 02

Seven case studies

The company, challenge, actions and measurable results.

 03

Management expertise

Eight areas of an integrated management approach.

 04

Data and analytics

End-to-end metrics and customer economics for management decisions.

Contact · 06

Let’s discuss your business priorities

Roles with responsibility for P&L, growth, commercial strategy, operations and transformation.