I am a freelance eCommerce and paid media consultant who can accelerate direct-to-consumer sales with a proven track record for delivering multi-million pound growth. My approach is data driven with a focus on achieving high returns-on-investment for my clients.
I help brands, enterprises and start-ups connect with consumers and unlock value in their teams by inspiring positive change.
• Data driven decision maker with a comprehensive knowledge of statistical modelling, online analytics, business intelligence and data warehouses.
• Hands on knowledge of digital marketing technology and performance management including: SEO, PPC, Affiliates, Paid Social, Display, Re-targeting, Dynamic Personalised Adverts, Email and online merchandising.
• Recruiting, organising and coaching in-house and virtual digital teams. Effective management of partners including digital agencies, system integrators, technology partners, freelancers and third party logistics.
• Hands on experience with conversion rate optimisation through the top and bottom funnel user experience and deployment of scientific testing best practices.
• An entrepreneurial focus on client profitability and return on investment with a track record for consistently delivering high growth within different market verticals.
Work history
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Head Of eCommerceYumi International
London, United KingdomFreelance
Responsible for direct-to-consumer P&L covering all eCommerce duties including: strategy,
forecasting, reporting, budget, customer services, product launches, trade and content calendars, marketing, promotions, photography, fulfilment, logistics, merchandising, infrastructure and team management.
Day-to-day management of marketing agencies’ performance including direct responsibility for budget and paid media return-on-investment, reducing the customer acquisition cost by
76%. Grew new customer orders by 71% and revenue by 82%
Ecommerce re-platform from Demandware to BigCommerce including scoping, vendor selection, project management and system integration with 3PL and IMS. Reduced costs by 71% and grew direct-to-consumer channels by 204% over 3 years.
Increased repeat orders by 97% and repeat revenue by 159% through the deployment of new customer relationship management tools, in-depth data analysis, email platform migration, re-targeting flows, AI driven personalisation and recommendation engine automation.
Increased overall digital sales footprint by migrating from wholesale to multiple drop ship integrations including Debenhams, JDWilliams, House of Fraser, SilkFred and Amazon Marketplaces, holding direct responsibility for all pre and post system integrations.
Migrated customer service from out-source provider to in-house improving overall service SLAs.
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Digital ConsultantDiztinct
London, United KingdomFreelance
Course corrected a large eCommerce project from overrunning budgets, missed deadlines, scope creep and complex functional specifications. The project was in distress with global investors asking awkward questions following additional funding requests. Following a viability evaluation and stakeholder review a new roadmap was established.
Providing digital leadership to marketing agencies and tech start-ups by helping build teams,
improving production processes and increasing the order book through strategic digital services.
Designed holistic frameworks including brand strategy, customer experience & technology stacks to improve margins and align product and marketing with delivering on a promise.
Evaluating new emerging technology as opportunities for early investment and advising Private Equity, Family Offices and Potential Investors with due diligence reports and advice.
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Skills
- Leadership
- Department Leadership
- Digital Communications
- Digital Design
- Data Analysis
- Business Development
- Creative Direction
- Digital Marketing
- Digital Consulting
- Digital Transformation
- Digital Strategy
- Brand Communications
- Ecommerce