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Work Background
TwiningsEcommerce Manager
Apr. 2024United Kingdom• Optimise the user journey to purchase, ensuring a seamless and engaging journey.
Collaborate cross-functionally to ensure that Twinings.co.uk reflects the brand purpose and identity.
• Lead the monitoring of Twinings.co.uk performance metrics.
• Identify what's working well and areas for improvement, adapting the plan as needed to achieve Key Performance Indicators (KPIs)
• Analysing the data and providing actionable insights which will deliver value.
• Lead Consumer Data Platform (CDP) and Customer Relationship Management (CRM) strategy and implementation across Twinings UK&I both direct to consumer and B2B
• Define and deliver SEO and PPC strategy
• Develop the Affiliates programme to continually bring it more in line with the wellbeing drinks strategy
• Utilize data-driven insights to inform content creation, timing, frequency & overall CRM campaign plan
• Ensure timely and effective delivery of email campaigns across all segments, with a focus on personalization and performance optimisation
• Own the local use and implementation of the CDP/CRM platform to execute on designed consumer experiences/
• Create consumer segments based on the data available in the CDP/CRM platform, working in collaboration with Insights and Marketing • Implement cross channel consumer experiences in the CDP/CRM platform
• Input into consumer data capture strategy activities, focussed on understanding how to further gather data and optimise its use
Newmarket HolidaysDirector of Ecommerce
Aug. 2022 - Jan. 2024London, England, United KingdomThe role was to oversee website management, content, marketing, analytics, operations, and team leadership support, that requires close working relationships with teams all around Newmarket Holidays’ business, adopting a highly-collaborative approach to creating and ensuring a full, omnichannel experience, optimising the online customer journey and building brand engagement. My role was to support the CEO with the direction and guidance of a team of 7, inputting on recommendations and actions for their progression and development to achieve successful execution of business strategies, and shape and growth of the team. Responsible for employing a spend of around £1m annually to drive sales growth online and deliver circa £5m in revenue for the second half of 2022 and have seen healthy improvements in 2023 with a 20% revenue growth in an environment with a new wholly new team, new strategy and some new technology
• Enable the growth of Newmarket Holidays’ e-commerce sales and market share by providing project leadership, direction and expertise across online trading initiatives and CRM strategy
• Work closely with stakeholders to forecast, plan, and execute a full calendar of campaigns and promotions, supporting launches of new products and services and monitoring the competition and receiving customer feedback
• Review, define and monitor KPI’s such as SEO, CVR, CTR, AOV, site engagement and bounce rate, and utilise data
• Continuously optimise online acquisition, pre-emptively considering strategic changes to key online acquisition partners
• Inform the business on customer trends and segmentation, competitor developments and market opportunities. Projects completed/Initiated: Online rebranding (December 2022), New Email Service Provider (February 2023), New Call tracking, Website Redevelopment to launch early 2024 , CRM database cleanse 600k records, Sales Attribution and single view of customer
Studio ModernaInternational Digital Manager
Mar. 2021 - Mar. 2022
Thom SweeneyHead Of Ecommerce
Mar. 2020 - Dec. 2020As the head of the newly created function within a new sales channel from scratch. From overseeing the end to end design and build of a tactical interim website during the Covid-19 Lockdown as well as a new e-commerce platform to managing the day to day trading of the site including fulfilment integration and supply chain management. An exciting mix of strategic decision making and execution that is due to be at the core of the company’s next phase of growth. Responsibilities include: Managing all eCommerce business aspects including: business trade, onsite optimisation, warehousing & fulfilment, web analytics and web technologies *Overseeing the design and development of the new website *Scoping out the right global warehousing and fulfilment partner/solution *Connecting retail inventory with e-commerce inventory systems *Drive revenue and customer acquisition via performance marketing channels
*Monitor the site to continually optimise conversions *Manage any external partners and agencies involved
*Hiring and managing a performance marketer and content marketer to drive user acquisition *Reporting back to the senior stakeholders on key business metrics
SwandooMulti-Channel Sales Director
Jan. 2019 - Mar. 2020London, United KingdomB2B & B2C ECommerce and Retail
Kiddy GmbHMulti-channel Sales Director UK & Ireland
Dec. 2017 - Jan. 2019LondonB2B & B2C Sales Reporting to the Global CEO based in Germany I am responsible for £3m of sales in the UK & Ireland. I currently oversee a Field Sales team, Website operations and strategic commercial partnerships that will enable Kiddy to establish growth and market share within the Childrens’ travel market.
*Management of Key accounts
*Restructure and hire a new field sales team
*Defining Sales and Product strategy
*Business Development and strategic partnerships
*Manage a regional sales team of four
*Key accounts
BathstoreHead of Ecommerce
Apr. 2016 - Mar. 2017Welwyn Garden City, Hertfordshire, United KingdomReporting directly into the group CMO, with responsibility for managing the aggressive growth of bathsupermarket.com and then bathstore.com, optimising the Customer experience and delivering EBITDA targets. A commercial all rounder who can both trade the site and manage the overall operation, you need to have a hands on attitude due to the fact that this is a new position leading a new team. With a track record of success of either launching a new website to market or re-launching a website to perform better, you will have commercial acumen and be experienced in managing a P&L for an E-Commerce business. You will also need to be a highly competent digital marketer whose knowledge of search will be complimented by an analytical mind to ensure ROI optimisation. Key responsibilities include: * Build a team to support the delivery of agreed KPIs with particular focus on the Customer experience
* P&L management and cost control
* Work closely with bathsupermarket’s digital agencies to deliver, at pace, profitable customers to the site, monitoring and optimising the performance of marketing campaigns to maximise ROI
* Deliver continuous on-site optimisation and
* Define objectives and deliverables to improve visitor traffic, promote engagement and increase new customer acquisition growth
* Working closely with Purchasing in merchandising the site and setting the pricing hierarchy; and Supply Chain to ensure an efficient delivery model
* Review online customer buying behaviour through the use of web analytics tools to identify areas for improvement and recommend the most effective strategies
* Conduct competitor reviews to ensure the site’s pricing remains market leading
* Identify innovation opportunities to support the brand through digital channels
Soho House & CoHead of Ecommerce
Oct. 2014 - Mar. 2016soho• Responsible for developing, driving and implementing the brands’ e-commerce strategy • Maximise sales across the five websites both in Europe and in the U.S. +21% total growth delivered in 2015 (+120% in US)
• Relentless emphasis on customer acquisition, conversions and AOV
• Delivering an immersive branded experience • Digital marketing strategy including PPC, SEO, affiliate, email and social media marketing
My key areas of responsibility are:
• Overall website performance and online trading
• Planning and executing online marketing, promotional, commercial calendars and online content to meet KPIs
• Manage the implementation of the e-Commerce strategy
• Manage the annual budget (customer acquisition and sales) with regular review and reporting on ROI and commercial potential of each activity.
• Regular and in-depth analysis of customer trends and patterns
MothercareInternational E-Commerce Trading Manager
May. 2014 - Oct. 2014I am responsible for maximising the online potential of Mothercare and ELC International websites by improving sales and margin performance and identifying opportunities for growth.whether that is through increasing product ranges from our central feed or sourcing products within the market I Primarily work with local eCommerce teams across our international markets in growing their online sales in a structured and sustainable way. Providing guidance, consultation, training,recommendations on trading, merchandising, and online marketing. As part of this I am repsonsible for the creation and execution of a trading strategy for each market, including the creation and management of the online trading plan, marketing and acquisition plan, promotional calendar My primary contact is with partners, 3rd party vendors in addition to key stakeholders within the International team at Mothercare head office.
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