My work

Some examples of the work and experience I’ve gained with over 50 brands and businesses.

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

D2C website optimisation: growing sample orders, mobile showroom bookings & store visit enquiries by over 150% YoY.

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 performance 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. Assed 27 IKEA countries for onboarding readiness.

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. Helping Zigzag develop their competitive offering, delivering tangible business value.

Understanding 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).

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 create the world’s 1^stonline 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

Optimisation of the brand’s digital marketing activity.

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

Managing and growing Virgin UK & Ireland’s online retail sales.

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

Creation and management 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.