My work
Some examples of my work and client experience.
Honda
Helping Honda UK transform from a traditional dealership to a new retail model, to deliver UK online D2C car sales.
- Digital marketing analysis & planning, including SEO and paid search.
- Delivered a UK website persona-driven content strategy, to transform the Honda UK website from brochure-wear to a trading e-commerce website.
- Delivered business requirements for the new e-com build.
- Created website trading planning.
- Recruited and structured a new UK ecommerce team.
Never Fully Dressed
D2C Website growth. Supporting the delivery of 100%+ YoY revenue growth.
- Marketing budget optimisation, using acquisition channel revenue attribution and customer journey analysis.
- Website management & trading.
- Full UX, Acquisition marketing and CRO, CRM & personalisation planning.
- Conversion rate optimisation for the brand Shopify store.
- Digital projects management including, new brand app, 12+ international websites, Returns service, personalisation & CRM strategy
Tapi carpets
- UX improvements included:
- New Mega menu system, 3-prices product promotion presentation, new product promotion launch process and supporting content, new product data approach and data rebuild, new samples order basket.
- Deep customer journey, UX analysis and implementation of best practice, wireframe modelling and A/B testing.
- A new eCRM strategy with a focus on customer retention.
- Internet strategy presentations: directors & store staff. Management meetings.
SOFA.COM
A D2C website growth-focused project, exceeding all ecommerce targets, including % website share of total business revenue (40%+) and year-on-year revenue growth (30%+).
- 18-month ecommerce growth strategy with Website KPIs.
- Customer journey/UX optimisation.
- Digital marketing optimisation and planning, with a strong focus on acquisition marketing (affiliates, PPC, retargeting…)
- Management of external eCommerce agencies.
- eCRM development and planning.
LSA International
Full online business transformation, from basic website presence to a multichannel digital business.
- B2C eCommerce transformation strategy: growing revenue 200%+.
- Creation of an international Marketplace sales strategy:
- Management of Amazon UK marketing strategy: gross revenue +35% YoY;
- A new USA & EU Marketplace sales strategy (Amazon, La Redoute, Otto…).
- Full planning for a new LSA web presence: B2B & B2C: Multi-site, multi-language, multi-currency (UK, De, USA, Fr & EU).
- Coordination of external service providers.
- Day-to-day management of online sales.
IKEA
Supporting IKEA with the role-out of their global Family Reward keys program.
- Preparation of 27 IKEA countries for the new loyalty program.
- Delivered onboarding plan, schedules and roadmap to €1bn revenue uplift, over 3 years.
- Readiness audit of all Ingka group countries for onboarding.
- Management of multiple international stakeholders.
ZigZag returns
Competitor research study and analysis.
- Working with Zigzag to understand the retail returns market.
- Competitor interviews & research.
- Findings report and recommendations.
- Data analysis & presentation.
Richemont luxury brands
7 years working with 18 Richemont luxury goods brands to deliver new websites, transactional online stores, digital marketing plans and ecommerce business strategies.
- eCommerce project management and consulting across 16 luxury brands in USA, Europe and Asia, including Cartier;
- 1st eCommerce sites for Hackett, Chloé, Purdey and Dunhill; Websites for 14 other luxury brands.
- Creation of first annual Richemont group eCommerce strategies & market research extranet for Richemont brands,
- Warehouse logistics and order fulfilment system planning for brands in the UK, Asia & USA;
Blue Inc
D2C website and international marketplace growth:
- New Pan-EU Marketplaces (ebay, Rakuten, Amazon): annual revenue +600%, delivering.
- New eMarketing strategy (SMS, eMail, Affiliates, Flash sales, SEO): annual visitors +20% YoY.
- Grew online revenue +900%, delivering first online profits;
- Multichannel eCommerce strategy (3 brand eCommerce sites).
Returned to deliver:
- A new international marketplace strategy (eBay, Amazon, LaRedoute, PriceMinister) into 12 stores (UK, Fr, Aus, Ca, US).
Austin Reed Group
A supportive website consultancy role during the administration process for the Austin Reed, CC & Viyella brands.
- Audit & optimisation of all digital marketing.
- Managed Acquisition marketing (PPC, SEO & Affiliates) grew visits +12% YoY and affiliate revenue by +30%;
- Supported the eCommerce team with a wide range of Website Marketing responsibilities.
G4S Cash solutions
An exciting project to creation the world’s 1st online Cash management booking service.
- Collected all business/commercial requirements.
- B2B user requirements.
- Worked with G4S technical teams to gather internal requirements.
- UX interface, content and build requirements.
- Potential vendor vetting.
- Documentation creation and broader ecommerce specialist input.
Gant UK
Managing Gant UK D2C website growth. Successfully exceeding targets, informing Gant’s group eCommerce strategy.
- Grew Xmas revenue +60% YoY | Grew January revenue +100% YoY.
- New Affiliate advertising strategy to deliver +8% YoY revenue growth.
- Delivered new personalised product recommendations approach for +8% revenue growth.
- eCommerce team management & development.
T.M. Lewin
- Audit and optimization of all online marketing for improved margin growth.
- Completely rebuilt the eMarketing strategy:
- Decreased all marketing costs-of-sale to <15% (from average 25%);
- Retargeting ad cost-of-sale reduced from 24% to <3.5%.
- Upskilling of the digital marketing team.
- Creating digital marketing reporting and KPI tracking.
Moss Bros
D2C website build, ecommerce growth and site management.
- Delivered a 2 year eCommerce growth plan, with P&L and performance KPI’s.
- Delivered new digital marketing acquisition channels.
- D2C business management.
- Management of 3rd-party specialist agencies.
- UX development: Product and category page optimisation.
- Internal reporting on KPIs and progress to plan.
Carpetright
Helping Carpetright through a period of digital transformation, to achieve 400%+ YoY Net e-commerce revenue growth.
- Website CRO and UX optimisation.
- Rebuilding key customer journeys: delivering an immediate 150%+ increase in key landing page value.
- Designed and implemented website personalisation: contributing to a 180% YoY increase in customer conversion.
- A 3-year £multi-million UK & EU marketplace strategy; covering Amazon, eBay, Manomano & Wayfair, for all Carpetright businesses, with full P&L planning.
OFFICE shoes
Transformed a modest online business into a thriving retail website & marketplace presence; creating the foundations for OFFICE’s ongoing digital growth.
- Grew Net revenue +267%, in 16 months
- Marketplaces (Amazon, eBay): +150%;
- Complete rebuild of eMarketing strategy:
- Affiliate revenue +600% YoY (from £65k to £400k pm).
- Full P&L planning.
- Management of the eCommerce business
Virgin megastore
Growing Virgin UK & Ireland’s retail web presence.
- An early Hybris ecommerce platform implementation.
- Supply chain & operations management for 500,000+ SKUs
- P&L creation, management and reporting.
- Team management and upskilling.
University of London
- Creatin and managment of departmental websites and an extranet.
- Web consultancy for the distance learning courses for the Graduate Entry Program (GEP) (Bachelor of Medicine, Bachelor of Surgery (MBBS)).
- In-house staff HTML, CSS and web skills training.
Shoon
Put a declining online business back into YoY growth. Created a plan to sustain that growth for the next two years.
- Full digital marketing audit.
- UX & customer journey analysis & optimisation.
- Grew site revenue +12%, after just 3 months.
- Grew site revenue +35% YoY, after just 6 months.