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Work Background
VITAMAN USAHead of Ecommerce & Operations (COO)
Jan. 2020 - Mar. 2025Appointed to launch and lead the US arm of a global DTC skincare brand. Built the entire ecommerce and operations infrastructure from scratch — combining Shopify delivery, CX systems, and backend ops with full P&L ownership and team leadership. - Owned all aspects of US ecommerce: fulfilment, CX, tech stack, logistics, inventory, and finance
- Designed and built the Shopify store — rewrote copy, redesigned UX, and implemented CRO flows
- Set up Klaviyo automation, subscription billing, and retention workflows
- Managed remote team members, contractors, and vendors across three continents
- Launched new product lines and oversaw end-to-end DTC rollouts across the US market
- Introduced KPI dashboards, reporting cadence, and scalable operating systems
- Led performance marketing operations and aligned delivery with growth targets
- Translated customer insights into actionable product and onsite improvements
- Oversaw P&L, demand forecasting, and budget control for US operations * Additional metrics and endorsements available upon request.
Real Men Real StyleHead of Digital Delivery (COO)
Jun. 2018 - Dec. 2019United States, Europe, UKPromoted from contributor to COO-style operator, leading backend operations for a 7-figure digital business across ecommerce, content, and customer experience. Built the delivery infrastructure and team structure to support scale across platforms and product lines. - Ran day-to-day operations across content, courses, and digital commerce
- Led a fully remote team of 13 across CX, content, email, marketing, and support
- Directed 4 digital product launches, including backend systems and fulfilment
- Rebuilt internal systems for speed, structure, and accountability
- Created SOPs, execution cadence, and KPI dashboards across departments
- Owned hiring, onboarding, team performance, and global team structure
- Managed legal, finance, and compliance systems for a fully remote business
City HomeDirector of Operations
Jun. 2005 - May. 2018United KingdomCo-founded and scaled a profitable property management company, overseeing full operational delivery across lettings, compliance, finance, and tenant lifecycle. - Managed over £5.6M in rental income, handling arrears, disputes, and lease compliance (AST, DPS, HMO)
- Repositioned the business toward premium city-centre renters, increasing margins and LTV
- Systemised inspections, renewals, and maintenance workflows to reduce vacancy and manual admin
- Built internal infrastructure for lease tracking, vendor management, and dispute resolution
- Maintained 95%+ occupancy through process automation and proactive tenant engagement
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