James Lever, a CPTO, a leader, technology expert, and strategist.

You might be asking what’s a CPTO? Its a Chief Product and Technical Officer, essentially CPO and CTO combined ! developing product and delivering it strategically ! 

Welcome to my blog, I like to share my thoughts on technology problems; a mix of strategic, sustainability, team and technology issues – I hope you find the content interesting.

About me

I started my career working with travel technology since 1998 with a startup I founded. My first client was a company called Pavilion Tours (a school travel tour operator), and that’s where my fascination with technology and travel began.

Several businesses and startups later, I’ve worked with a number of different companies and agencies who have focused in the travel technology space.

Originally a developer and a solutions architect, I now manage teams of software experts and provide consultation, strategy, solution design, transformation and technical leadership . I specialise in the bridge between commercial and technology, fostering relationships and taking the perspective of the user vs the technology most of the time.

I’ve directed several large technology projects;

  • Founded a digital agency IBUK (2000-)
  • Developed e-commerce engines for CRM and travel back office systems  (2000-)
  • Developed hotel distribution systems (2002-)
  • Developed a back-office system for travel (2003-)
  • Built document management systems (2005-)
  • Developed middleware to dynamically adjust pricing based upon yield for tour operators
  • Implemented and deployed a transition from tape to digital for media production (2009-)
  • App development (2010-)
  • Developing an ERP system for product manufacture and distribution (2011-)
  • Managed and developed Norwegian Cruise Line’s e-commerce platform (2012-2014),
  • Developed Amadeus Cruise Shop, a new cruise shopping experience (2012-)
  • Built and managed a SaaS cruise and dynamic packaging platform (2012-2015).
  • Designed,  built and operated the 2nd generation of easyJet holidays (2013).
  • Designed and Implemented an airline agnostic travel platform (travelSaaS) powering cross airline/PSS search and booking used by oneworld alliance and other OTAs (2015-).
  • Directed large OTAs travel technology platforms. (2018-)
  • Supported the first iteration of an AI solution to analyse call centre operation performance (SayInt.AI) (2015-),
  • leveraged AI to improve processes for travel busineses (2019-)
  • built and managed enabling technologies for oneworld as part of their carrierconnect digital enablement (2020-).

I enjoy building solutions that solve problems, and in doing so I develop and grow teams on-shore and off-shore. 

I no longer code (there are better people than me !), but like to lead by example, especially with learning.  In 2021 I decided to undertake a Masters degree in Digital transformation to further my learning about the technological and human side of digital transformation to help future projects. During my studies I had to find a big problem to solve, and sustainability became the focus of my research, and as a result I shifted my focus towards enabling sustainability technologies.

I joined Weeva (a SaaS based sustainability start-up for properties) in 2023 as their CTO . I lead and grew their technology team and designed, developed and implemented a robust digital strategy to address technical debt and to position Weeva as a technical innovator in the sustainability space. Unfortunately despite making good headway in performance, usability and product alignment, Weeva ceased in July-August 2024. 

I am now offering strategic digital advisory/consultancy whilst I consider my next opportunity. 

I like to challenge, and understand “why”. Only when you can understand the problem can we really look to solve it. I also like to inspire, excite and mentor my team.

Outside of work, I run around after my kids, and enjoy the craziness they bring! I like to run, and also travel to different places. More about my travels here.

Feel free to connect on LinkedIn

Latest posts

Sustainability
Digital Strategy
Travel technology

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