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Work Background
My Expert MidwifeInterim Ecommerce Manager
Dec. 2024Knaresborough, England, United KingdomI am doing my best to help a brilliant brand do a wonderful thing. Thank you in advance for your support.
Merry Christmas, Every One.
#wrappedinloveDoing My Best
Dec. 2024United KingdomMy vision is hard to express. My mission is to empower good people to improve culture & society all over the world. I couldn't think of anything better to do. Recently helped My Expert Midwife with their new website and #motherload campaign; just taking today to do whatever I can to help.
Mon Panier LatinInterim Marketing Director
Oct. 2023 - Mar. 2024United KingdomInterim Marketing Director for UK based French Grocery startup Mon Panier Latin.
Delivered content strategy, paid media plan, marketing forecast & brand repositioning.
Managed website redevelopment to drive CVR & AOV.
Self EmployedGrowth Marketing, Ecommerce & AI Consultant
Sep. 2023 - Dec. 2024United KingdomI have a passion for solving complex problems.
My approach is innovative, creative, collaborative & holistic. I'm solutions oriented and strongly believe work should be super productive & a lot of fun. Currently working as a freelance growth marketing, ecommerce & AI consultant delivering topline growth & ROI; specialisms in ecommerce, omnichannel retail, web development, UX, CRO & personalisation. I've worked across fashion, FMCG, health, beauty, education & more both B2B, D2C & lead gen. It's all about culture & opportunity.
Pour Moi LtdHead of Ecommerce
Oct. 2022 - Jul. 2023Digital lead in a fast growing D2C fashion business going from 9m yearly visits and £14m in revenue to over 17m visits and £40m in revenue over a three year period
Managing a budget of £7m in media spend, £250k in project CapX, multiple 3rd party agencies and a team of four Drove online revenue at compound annual growth of 68% due to ongoing improvements in digital marketing provision & platform development as well as securing investments in media, personnel, technology & service providers E-Commerce & Digital Marketing
Drove CVR via feature development, optimisation & personalisation to improve ROI, unlock site volume and support higher price positioning
Improved marketing processes by introducing Trello, marketing calendar & use of teams to improve workflow visibility & cross channel campaign activations
Improved digital marketing across various channels before recruiting team to maintain the growth trajectory
Implemented new channels (Display, Affiliates, VOD & OOH) to drive non LFL growth & establish additional touchpoints with the customer Digital Transformation/Ecom Projects/Development
Product owner for the website, martech & adtech stacks & managing web development via a 3rd party agency in partnership with the IT team
Focused on delivering projects that deliver expectations on time & withing budget, and managing those expectations where compromises have to be made Key Projects
Y1: Website redevelopment project spanning PDP, PLP, Site Search, Cart & Checkout driving +30% CVR uplift & step changing site volume
Y2: Proposed & delivered new PIM System to improve buying efficiency & enhance wholesale EDI - cross-departmental project across IT, merchandising, buying & ecommerce
Y3: Negotiated & implemented new checkout & payment provider (2% reduction in checkout abandonment + 30% reduction in payment processing fees); Y4: INTL integration with Global E, PDP redesign for cross-sell, site speed & more
Pour Moi LtdEcommerce Manager
Mar. 2020 - Oct. 2022Brighton, England, United Kingdom
Paladone Products LtdEcommerce Manager
Sep. 2018 - Dec. 2019Digital transformation lead spanning project management, e-commerce & digital marketing analysis, strategy & delivery, systems & process analysis, implementation & integration in a B2B gifting business launching a new B2C e-commerce platform.
The Body ShopEMEA Optimisation Manager
Jul. 2017 - Aug. 2018LittlehamptonSupported the customer experience optimisation programme to drive customer engagement and maximise customer lifetime value Established methodology & reporting framework around CRO & personalisation to provide visibility of ROI & drive prioritisation Effectively prioritised CRO & personalisation efforts, as well as maximising use of the platform to drive more than £3m in incremental revenue Worked to achieve more than 70% penetration of personalised experiences Drove AI adoption to provide 53% higher engagement with product recommendations across the zone ensuring that customer datasets were used to serve the optimal experience to each visitor Provision of insight & analysis across EMEA, dealing personally with eight websites serving more than 41m sessions/year and £41m in revenue
Key lead in the european markets delivering more than 30% YOY growth
Big data analysis using Google Big Query to connect disparate datasets to answer key business questions
Working with Attribution 360 to maximise budget return
Using AB testing & CRO to enhance our understanding of the customer as well as maximising site conversion
Funnel analysis to minimise basket abandonment
Ongoing analysis of marketing channel performance to drive performance from different departments
Ongoing work to ensure reporting was joined up and driven by profitability, to ensure that was at the forefront of conversation
Analysis of feature & bug impacts to ensure sufficient allocation of development resource in a highly competitve environment
Experience of dealing across Europe with the challenges of localisation & translation as well as different cultural standards & levels of ecom penetration
ZiffitSenior E-Commerce Analyst
Mar. 2015 - May. 2017Delivery of strategic insight & solutions at senior management level in a B2C e-commerce business generating more than £3m/month topline revenue, trading via 3 direct web properties and mobile applications totalling more than 400k sessions/month as well as via Amazon, Ebay and other marketplaces with a view to improving profitability, conversion rate, ARPU & ROI. Key member of the e-commerce team delivering 100% YOY growth in both traffic & revenue, as well as significant improvements to unit profitability and conversion rate Managed a team of two conducting competitive analysis with a view to distinguishing our key strengths and comparative advantages, as well as pushing for innovation to get ahead of our competition and to identify where we could adapt a successful competitor strategy Delivered comprehensive and insightful analysis across a range of functions including: a £million direct response TV campaign, PPC/SEO keywords & campaign performance, website & content performance, app usage & growth, CRM & email performance, commercial proposition optimisation, basket abandonment, product differentiation, sales & pricing and new product performance, as well as a variety of tests for new sales methods & new operational strategies to supplement business proposals
ZiffitE-Commerce Analyst
Mar. 2015 - Dec. 2016
Inspiring LearningCommercial Analyst
Jan. 2013 - Jun. 2014Brighton, United KingdomReport design & development. Information management scope, analysis & provision. Model design & development. Data & process management & development.
Formulation & presentation of management information aimed at improving visibility of movement of inventory, revenue and profit. Provision of analysis to validate and/or improve pricing, highlight cost savings and drive profitability. Ongoing exploration & validation of processes and systems models.
International Summer SchoolDatabase Development Consultant
Oct. 2012 - Jan. 2013EastbourneContracted to improve functionality of data systems with a view to maximising the effectiveness of management information and highlighting areas impacting profitability
Data migration, report construction & custom database development
Icon LiveMaster Data Administrator
Oct. 2010 - Oct. 2012Burgess HillI managed product data, analysed sales data and then sorted an EDI file for ASDA that took up a lot of time for my colleagues. Created and configured a LAMP stack server, a CMS, helpdesk solution, CRM system and an internal IM server.
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