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ESW, the international growth engine for ambitious brands, today announced the appointment of Carl Cowling as Chief Executive Officer. Cowling will take up the role in early September as ESW enters its next phase of sustainable growth and transformation.
Cowling joins ESW at a significant point in the company’s development, with operations spanning more than 200 markets and continued investment in technology and capabilities supporting the future of ecommerce. In his new role, he will focus on accelerating commercial growth in priority markets, expanding ESW’s momentum in agentic commerce, deepening value for enterprise clients, and aligning resources with the company’s strongest long-term opportunities.
“ESW is entering this next chapter with strong foundations: a clear proposition, deep international capabilities and significant opportunity ahead,” said Marc Pontet, Chairperson of the Board of ESW. “Carl is the right leader for this next phase. He combines the perspective of a retailer with the discipline of an experienced international operator.”
Cowling joins ESW following 11 years at WHSmith, where he served as Group CEO. During his tenure, he led the global travel retail group, which operates across 30 countries.
“I have spent my career on the retail side of this relationship, so I know what brands need from a partner like ESW,” said Cowling. “The company has built a distinctive international capability at a scale very few can match, and it has moved decisively on agentic commerce at a pivotal moment in the way consumers discover and buy products.”
Cowling said his initial focus will be on listening to clients and employees, identifying where ESW can create the greatest value, and ensuring the company’s investments, capabilities and operations are aligned with its strategy.
Cowling succeeds Eric Eichmann, who is stepping down after three years as ESW’s CEO. Eichmann oversaw the integration of ESW and the previously acquired Full Commerce platform business, while also reshaping the organization and strengthening its agentic commerce offering.
“On behalf of the shareholders and the Board, I want to thank Eric for his dedication, vision and energy,” Pontet said. “He helped position ESW for the changes now taking place across global commerce and leaves behind a strong platform for growth.”
