Shafique is the person at RBS who sits between the content, marketing, and ads teams and makes sure everything actually works together. He manages the Shopify stores, keeps the analytics and tracking infrastructure healthy, handles SEO and marketing automation, and jumps in whenever something breaks or needs building.

He's been working in e-commerce and digital marketing for over 15 years, and with the RBS team for most of that journey. When he's not troubleshooting a GTM container or coordinating a product launch, he's probably playing 2+1 bullet chess or building AI automations for e-commerce — sometimes both at the same time.