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Work Background
VPZHead of eCommerce & Digital Marketing
Feb. 2023 - Aug. 2024Edinburgh, Scotland, United Kingdom- Rapidly advanced in a dynamic role, earning promotions for demonstrated skills and leadership. Made responsible for customer support in November 2022 and expanded to include marketing and design teams in February 2023, showcasing versatility, performance impact and strategic management capabilities.
- Proactive member of the senior leadership driving the future of the company’s digital direction
- Responsible for developing and driving the eCommerce and digital marketing strategy, - Built and led a team (1 to 12) to implement it successfully
- Financial forecasting and management KEY ACHIEVEMENTS
- Successfully migrated eCommerce platform, securing an 18% uplift in SEO traffic YOY and 30% uplift in conversion rate YOY
- Increased average monthly order volume by 21%
- Increased YOY sales by over 25%
- Increased annual direct ecommerce turnover by £1.5m in 2 years - Secured and launched a strategic partnership with Just Eat within 8 weeks. Projected revenue increase of over £1m
- Negotiated and secured legal approval from PayPal to supply digital wallet facilities within regulated market space
VPZHead of Ecommerce
Oct. 2022 - Feb. 2023
VPZHead of Ecommerce
Jul. 2022 - Oct. 2022Ahead of commencing on-site full time operated 1 day a week on site to get started sooner.
A Hume Country ClothingHead Of Ecommerce
Feb. 2021 - Oct. 2022Scotland, United Kingdom- A progressive career with skills and contributions recognised with multiple promotions to roles with increasing complexity and strategic accountability
- After an acquisition, invited by the new owners to initially consult, then return to employment to develop and mature the eCommerce division
- Member of the senior management team shaping the future of the companies eCommerce and digital growth post-acquisition
- Financial forecasting and management of digital acquisition performance
- Manage agencies creating a partnership approach while holding them to account for delivery
- Uses appropriate tools to create and measure performance across multiple indices, including UX, conversion rates, PPC, cost of acquisition & margin contribution KEY ACHIEVEMENTS
- Designed a sophisticated new cost of sale model that was instrumental in increasing margin contribution by 40% over 2 years - Introduced HubSpot CRM to integrate sales, marketing, sales enablement, optimise the marketing strategy to generate more customers, reduce CAC (customer acquisition cost) and improve ROI
- Introduced a telephone recovery strategy for cart abandonment that uplifted recovery rates by 30%
- Increased conversion rate by 15% in less than a year
- Winner of the Drapers Independent Multichannel Award 2021
Digi-GeeksFounder & Strategic eCommerce Growth Partner at EGO by Digi-Geeks
May. 2017United KingdomFounded Digi-Geeks and launched EGO to challenge everything wrong with traditional consultancy. We don’t upsell retainers or pitch bloated decks. We act as a fractional growth team—plugging into businesses to drive focused, trackable growth where it counts. As part of the Digi-Geeks, I lead strategy, performance, and delivery across a diverse client base, ranging from scale-up eComm brands to established retail, hospitality, construction, and healthcare players. EGO is lean. It’s loud. It’s laser-focused. And it delivers. WHAT I ACTUALLY DO Audit. Rebuild. Optimise. Scale.
I lead digital growth transformation from the inside—starting with data, ending in revenue. Run deep-dive business performance reviews to assess capabilities, capacity, and barriers to scale Build and execute eCommerce and digital growth roadmaps across SEO, CRO, paid media, UX, and retention Operate as a fractional CMO / CRO / Head of eCommerce, embedding with leadership teams to lead change hands-on Build, grow, and lead teams (in-house and client-side) with a focus on pace, accountability, and clarity Drive cross-functional collaboration across ops, product, creative, tech, and exec leadership Provide the brutal clarity and strategic reality most teams avoid NOTABLE WINS
Migrated and rebuilt eCommerce architecture → +53% revenue, +14% CR, +10% SEO traffic in 90 days Took SEO traffic from near zero to 10K+ users/month; launched funnel that scaled leads from 30 to 500+/month (24+ months sustained) Led brand repositioning and performance overhaul → 4x organic traffic in 12 months Delivered £150K in tracked revenue from £7K social budget Increased average order volume by 21%, and YOY sales by 25%+ Closed and launched never-before-seen strategic partnerships (Just Eat, PayPal), delivering over £1.2m revenue uplift in year one Scaled internal growth team from 1 to 12, managing recruitment, forecasting, and P&L
A Hume Country ClothingDigital Strategy & Optimisation Director
Mar. 2015 - Apr. 2018Kelso- Promoted to craft and execute a digital transformation strategy and roadmap that was part of a broader business transformation and modernisation programme
- Coached and supported the leadership team to understand the potential of digital marketing and analytics for commercial improvement, overcoming resistance to change
- Introduced a range of initiatives, including Search Engine Marketing, SEO and Content Strategies
- Secured investment from senior stakeholders for website migration to Visual Soft and project managed the implementation from conception to Business as Usual KEY ACHIEVEMENTS
- Led the digital transformation of the business that was instrumental in maximising the value on disposal
- The new website delivered a 20% uplift in traffic and conversion rates immediately from launch
A Hume Country ClothingDigital Marketing & E-Commerce Optimisation Manager
Oct. 2010 - Feb. 2015KelsoDeveloped and implemented the company’s first social media strategy, introduced data analytics to assess and improve UX across all devices and implemented and managed a successful CRO & marketing programme that helped triple sales to over £2m per annum.
T&C Publications LimitedDigital Marketing & Digital Product Development Manager
Oct. 2005 - May. 2009Edinburgh, United KingdomResponsible for development of T-CNews journal. Project managed the design and development of www.t-cnews.com, it's professional CPD and networking forum www.t-cpeople.com and the design, development, sales and client training of www.fcf-online.com (online survey and behavioural management tool).
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