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Work Background
Advance GroupProject Lead - Essentials By Advance
Oct. 2023 - Jun. 2025London Area, United KingdomI led the end-to-end development of a new e-commerce platform for Essentials by Advance — a direct-to-customer arm of The Advance Group, one of the UK’s leading commercial kitchen specialists. This project involved translating a business concept into a fully functioning online store, while ensuring the customer experience reflected the group’s long-standing reputation for quality and care. Key Duties & Projects: • Led the concept, structure, and user journey design of the Shopify website — from early scoping and supplier onboarding to launch and iteration • Managed all aspects of the build, including working with designers, developers, and content creators to deliver a clean, professional site tailored to the B2B market • Designed the full product catalogue architecture and oversaw product uploads, descriptions, and categorisation • Developed the customer service framework, including email templates, FAQs, and ticket-handling systems • Worked cross-functionally with logistics, finance, and marketing teams to integrate backend workflows and ensure seamless post-launch operations • Took a hands-on role in early customer communications, feedback loops, and continuous UX improvements Key Outcomes: • Delivered a fully functional, visually cohesive e-commerce site aligned with the brand’s commercial goals • Created a streamlined support experience designed for ease of use and scalability • Helped establish a strong foundation for Essentials by Advance to grow into a trusted digital channel for the group
Keep CookingFounder
May. 2018 - Oct. 2023London, England, United KingdomI founded and ran Keep Cooking, an e-commerce business supplying commercial kitchen equipment and cleaning chemicals to hospitality operators across the UK. Specialising in plug-and-play equipment such as combi ovens and iVario systems, alongside high-demand consumables, the business aimed to make professional catering solutions more accessible to smaller independents and trade clients. I led all aspects of the business — from supplier relationships and product curation to digital platform management, customer acquisition, and operational fulfilment. Key Duties & Projects: • Built and managed a Shopify-based e-commerce site, including technical product listings, pricing, categorisation, and on-site UX • Developed manufacturer and distributor relationships to secure favourable pricing and stock flow • Created product content tailored to a non-technical audience, particularly for high-value combi ovens and multifunctional equipment • Handled end-to-end sales processes, including purchase orders, custom quotes, and logistics coordination for large equipment • Ran digital marketing and direct outreach to generate trade leads and build repeat business • Oversaw customer service operations, including support for chemicals, delivery, and technical queries Key Outcomes: • Successfully delivered a £212,000 equipment deal to Ashberry Care, supplying six combi ovens and iVarios — one of the company’s largest B2B conversions • Built a trusted, niche e-commerce offering in a competitive market with minimal startup resources • Established repeat purchasing relationships with trade customers through product expertise and responsive service
Advance Innovation GroupAccount Executive
Nov. 2015 - Nov. 2017Dunstable, England, United KingdomAs an Account Manager at The Advance Group — one of the UK’s leading commercial kitchen specialists — I managed key client relationships and delivered full-service project support across the hospitality sector. Working with respected operators including Albion & East, Euphorium Bakery, and Gunpowder, I supported projects from initial concept through to layout design, equipment costing, installation, and post-opening operations. Key Duties & Projects: • Acted as the main point of contact for hospitality clients, providing continuity and clarity throughout each stage of the project • Interpreted client briefs and worked with in-house designers to create functional, regulation-compliant kitchen layouts • Produced detailed proposals and equipment costings tailored to each site’s needs and constraints • Managed project delivery by coordinating with suppliers, contractors, and internal operations teams • Supported post-installation operations, including staff training, troubleshooting, and long-term account servicing • Maintained strong relationships with clients, contributing to repeat business and site rollouts Key Outcomes: • Delivered multiple complex kitchen projects for hospitality brands across the UK • Developed trusted relationships with clients including Albion & East, Euphorium Bakery, and Gunpowder • Gained in-depth practical experience in commercial kitchen workflows, B2B account management, and project coordination
Whyte & BrownBar tender
May. 2013 - Apr. 2014Bar tender in a part time role at Whyte & Brown
KaiseiKaisei Drummer
Jan. 2013 - Jan. 2016London, United KingdomAs the drummer and producer for Kaisei, I was deeply involved in the creative and operational sides of the band. Alongside writing, performing, and recording music, I also managed many of the behind-the-scenes elements that kept the band moving — including gig booking, social media management, and promotional planning. This experience gave me practical skills in creative project delivery, collaboration, and digital content management, all within a fast-moving, high-pressure, and passion-led environment. Key Responsibilities & Projects: • Played drums and co-wrote original material, performing live across the UK and recording studio sessions • Acted as the recording engineer and producer for our self-released EPs and demos, managing mixing, mastering, and file delivery • Booked and coordinated live shows, liaising with venues, promoters, and tech crews • Managed the band’s social media presence and email outreach, creating content and handling fan engagement • Oversaw scheduling, logistics, and internal communications between band members and collaborators • Worked independently and resourcefully with limited budget and high creative standards Key Outcomes: • Performed live at well-known London venues and supported other touring acts • Produced and released multiple independent recordings with professional sound quality • Built a loyal grassroots following through consistent gigging and DIY promotion • Developed transferable skills in creative production, content marketing, time management, and team coordination
Advance Innovation GroupOffer Manager
Feb. 2012 - Apr. 2013Job Responsibilities included Overseeing the start up of bespoke software built for the company to roll out to it's customers. The online software was used as a unique selling point and reduced customers ongoing costs as the software determined through several algorithms the best time to replace equipment rather than repair Market research to analyse how the company could improve through internal and external research analysis, meetings with both employees and customers to determine the best way for the company to move forward in their process The complete new build of a website for the company, revamping an old outdated website with new media and the companies new vision, working directly with the Commercial Director and the Managing director to deliver the visions of the company to the public via the website and the communications used throughout the website, imagery, photography, text and video Oversaw collating media content for the company to use in print and online. This included video interviews with top customers from Drake and Morgan, Street Kitchen, Alyn Williams (The Westbury). Managing photographers on the day to cover 4 separate locations. and putting all the content together.
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