Head of Ecommerce Trading

• Nov 2023 - Present

VP Ecommerce & Performance Marketing Omnichannel Operations

• Sep 2022 - Sep 2023

Launched new ecommerce enabler service within the Shipper Fulfilment and Logistics business to support and help new and existing Shipper domestic and international brands launch or improve their ecommerce channels in Indonesia through paid and organic marketing and sales channel optimisation. Performed B2B marketing for SaaS platform and ecommerce enabler services. Conducted face to face meetings with potential clients to investigate requirements and explain ecommerce enabler service… Show more Launched new ecommerce enabler service within the Shipper Fulfilment and Logistics business to support and help new and existing Shipper domestic and international brands launch or improve their ecommerce channels in Indonesia through paid and organic marketing and sales channel optimisation. Performed B2B marketing for SaaS platform and ecommerce enabler services. Conducted face to face meetings with potential clients to investigate requirements and explain ecommerce enabler service. Created tailored ecommerce enabler service proposals for clients. Managed ongoing client account management through reporting, analysis, regular client meetings and optimisation. Recruited a team of experienced ecommerce professionals in marketplace, digital marketing, data analysis and social media to manage client accounts. Provided hands on operation and coaching of B2C PPC, SEO, Marketplace, Email and Affiliate marketing. Built and launched Tiktok Shop live streaming service for Shipper clients utilising my previous knowledge of broadcast media and sales. Launched new service for client clearance and stock liquidation through a clearance brand launched on Indonesian marketplaces Tokopedia, Shopee, Lazada & BliBli. Show less Launched new ecommerce enabler service within the Shipper Fulfilment and Logistics business to support and help new and existing Shipper domestic and international brands launch or improve their ecommerce channels in Indonesia through paid and organic marketing and sales channel optimisation. Performed B2B marketing for SaaS platform and ecommerce enabler services. Conducted face to face meetings with potential clients to investigate requirements and explain ecommerce enabler service… Show more Launched new ecommerce enabler service within the Shipper Fulfilment and Logistics business to support and help new and existing Shipper domestic and international brands launch or improve their ecommerce channels in Indonesia through paid and organic marketing and sales channel optimisation. Performed B2B marketing for SaaS platform and ecommerce enabler services. Conducted face to face meetings with potential clients to investigate requirements and explain ecommerce enabler service. Created tailored ecommerce enabler service proposals for clients. Managed ongoing client account management through reporting, analysis, regular client meetings and optimisation. Recruited a team of experienced ecommerce professionals in marketplace, digital marketing, data analysis and social media to manage client accounts. Provided hands on operation and coaching of B2C PPC, SEO, Marketplace, Email and Affiliate marketing. Built and launched Tiktok Shop live streaming service for Shipper clients utilising my previous knowledge of broadcast media and sales. Launched new service for client clearance and stock liquidation through a clearance brand launched on Indonesian marketplaces Tokopedia, Shopee, Lazada & BliBli. Show less

Head of Ecommerce Trading, CRO and Website Performance

• Oct 2021 - Sep 2022

Worked with high potential SME brands to improve their ecommerce presence with comprehensive ecommerce audits and strategies that aligned with business goals. Conducted in depth performance analytics and reporting. Advised on best in class optimisation to improve customer journey, visual merchandising and categorisation, checkout flow improvements and ecommerce tech stack analysis to improve conversion rates. Created SOP guidelines for auditing analysis and ongoing improvement. Embedded… Show more Worked with high potential SME brands to improve their ecommerce presence with comprehensive ecommerce audits and strategies that aligned with business goals. Conducted in depth performance analytics and reporting. Advised on best in class optimisation to improve customer journey, visual merchandising and categorisation, checkout flow improvements and ecommerce tech stack analysis to improve conversion rates. Created SOP guidelines for auditing analysis and ongoing improvement. Embedded in Jaded London as Interim Head of Ecommerce to manage the ecommerce and digital marketing team and the ecommerce website. Integrated BNPL providers. Launched Jaded x Matrix campaign. Optimised product data feed for Google and Meta. Improved fulfilment and logistics for international sales. Embedded in Revive Active, Galway as Interim Head of Ecommerce to manage the ecommerce and digital marketing team and the ecommerce website. Improved shipping charge messaging to UK consumers which had an immediate effect of +37% conversion rate year on year. Improved product page and data feed bundle pricing to remedy major issue with Google and Meta crawl analysis. Improve CRM data capture for better targeting. Made recommendations to improve team structure and develop knowledge of existing team. Show less Worked with high potential SME brands to improve their ecommerce presence with comprehensive ecommerce audits and strategies that aligned with business goals. Conducted in depth performance analytics and reporting. Advised on best in class optimisation to improve customer journey, visual merchandising and categorisation, checkout flow improvements and ecommerce tech stack analysis to improve conversion rates. Created SOP guidelines for auditing analysis and ongoing improvement. Embedded… Show more Worked with high potential SME brands to improve their ecommerce presence with comprehensive ecommerce audits and strategies that aligned with business goals. Conducted in depth performance analytics and reporting. Advised on best in class optimisation to improve customer journey, visual merchandising and categorisation, checkout flow improvements and ecommerce tech stack analysis to improve conversion rates. Created SOP guidelines for auditing analysis and ongoing improvement. Embedded in Jaded London as Interim Head of Ecommerce to manage the ecommerce and digital marketing team and the ecommerce website. Integrated BNPL providers. Launched Jaded x Matrix campaign. Optimised product data feed for Google and Meta. Improved fulfilment and logistics for international sales. Embedded in Revive Active, Galway as Interim Head of Ecommerce to manage the ecommerce and digital marketing team and the ecommerce website. Improved shipping charge messaging to UK consumers which had an immediate effect of +37% conversion rate year on year. Improved product page and data feed bundle pricing to remedy major issue with Google and Meta crawl analysis. Improve CRM data capture for better targeting. Made recommendations to improve team structure and develop knowledge of existing team. Show less

Ecommerce & Digital Marketing

• Jan 2020 - Sep 2021

Employed as customer acquisition Digital Marketing Manager (SEO, PPC, Influencer). The role quickly expanded to also improving ecommerce and implementing an ERP system (BrightPearl), CRM management (Klaviyo), setting up PIM for domestic and international shipments through Brexit. Technical point of contact for ecommerce and fulfilment systems. Provided board level, bespoke data reporting and analysis. Employed as customer acquisition Digital Marketing Manager (SEO, PPC, Influencer). The role quickly expanded to also improving ecommerce and implementing an ERP system (BrightPearl), CRM management (Klaviyo), setting up PIM for domestic and international shipments through Brexit. Technical point of contact for ecommerce and fulfilment systems. Provided board level, bespoke data reporting and analysis.

Ecommerce Digital Marketing

• Sep 2018 - Feb 2021

Started Leading Commercial LTD in September 2018 as a vehicle to enable freelance working partnerships with clients. Analysis and Strategy: User testing, KPI performance reporting, budgeting, forecasting, conversion rate optimisation (CRO), trend forecasting and reporting, business development, team leadership, mentoring, brand guidelines and tone of voice Trading: Lead online promotional activity, customer journey and development of new website platform. Lead and deliver… Show more Started Leading Commercial LTD in September 2018 as a vehicle to enable freelance working partnerships with clients. Analysis and Strategy: User testing, KPI performance reporting, budgeting, forecasting, conversion rate optimisation (CRO), trend forecasting and reporting, business development, team leadership, mentoring, brand guidelines and tone of voice Trading: Lead online promotional activity, customer journey and development of new website platform. Lead and deliver online trading plan activity through collaboration between marketing and buying teams. Identify key website trading opportunities through data analysis. Develop online content and product marketing strategy. Ensure minimal customer pain by identifying problematic customer journey areas from online landing page to delivery. Provide weekly reporting on activity and sales. Technical: SEO - Google Search Console, Bing Webmasters, Schema, OpenGraph, SEMRush, Screaming Frog, Sitebeam, ahrefs, MOZ Paid Advertising - Google Ads (text, video, remarketing, shopping and display, budget management, optimisation), Bing Ads (PPC, text, remarketing, shopping, budget management, optimisation), Facebook Ads (audience building and targeting, advert writing and asset creation, budget management). Analysis - Google Analytics, IBM Digital Analytics / Core Metrics, advanced Excel Marketplaces and Voucher / Deal sites - Amazon, eBay, Groupon, Wowcher, Ratuken Other - Google Tag Manager, Google Merchants, domain and brand consolidation, product feed optimisation Platforms - IBM Websphere, Shopify Plus, Wordpress Training and mentoring in all the above There are many tools and abilities I've not listed here, please contact me for more information.

E-Commerce & Trading - Pure Scooters

• May 2019 - Jun 2019

Lead online promotional activity, customer journey and development of new website platform. Lead and deliver online trading plan activity through collaboration between marketing and buying teams. Identify key website trading opportunities through data analysis. Develop online content and product marketing strategy. Ensure minimal customer pain by identifying problematic customer journey areas from online landing page to delivery. Provide weekly reporting on activity and sales.

Digital Marketing EU - Beate Uhse Group (Pabo 4.0 BV)

• Sep 2018 - May 2019

Lead marketing team activity across 9 EU countries and 5 languages. Identify profitable and new activity by region to develop. Ended paid marketing agency activity and optimised in house for profitability then consolidated and outsource to a single multilingual agency. Identified new activity marketing and ways of marketing adult product for each regional team to develop. Lead online partnership activity with relevant brand partners. Provide weekly and monthly board reporting on online activity… Show more Lead marketing team activity across 9 EU countries and 5 languages. Identify profitable and new activity by region to develop. Ended paid marketing agency activity and optimised in house for profitability then consolidated and outsource to a single multilingual agency. Identified new activity marketing and ways of marketing adult product for each regional team to develop. Lead online partnership activity with relevant brand partners. Provide weekly and monthly board reporting on online activity highlighting and providing insights on performance for key commercial teams.

Performance Digital Marketing

• Apr 2014 - Sep 2018

Removed Google penalties across 3 domains and created technical SEO strategy for the rest of the business to build upon. Moved PPC activity in-house from an external agency, reduced CPC costs and added PLA, non-brand, dynamic remarketing and social retargeting campaigns to the existing branded campaigns on Google AdWords, Bing and Facebook Advertising networks. • Increased site visitors by 30% YOY, New users by 37% providing a fresh stream of new customers to the business. • Increased… Show more Removed Google penalties across 3 domains and created technical SEO strategy for the rest of the business to build upon. Moved PPC activity in-house from an external agency, reduced CPC costs and added PLA, non-brand, dynamic remarketing and social retargeting campaigns to the existing branded campaigns on Google AdWords, Bing and Facebook Advertising networks. • Increased site visitors by 30% YOY, New users by 37% providing a fresh stream of new customers to the business. • Increased online revenue YOY by 37% over seasonal trading period. • Forecasted annual online sales and budgeted activity across all brand sites. • Monitor and report on KPIs to head of eCommerce. • Maintained ROAS for profitable new customer acquisition while increasing marketing spend. • Voice of digital transformation for all areas of business. • Manage, educate, lead and inspire the ecommerce team, developing their knowledge to fit business objectives. Increased paid traffic conversion rate by 98%, conversions by 118% and sales by 158% - partly by increasing AOV by 18.34% from £51.34 to £60.75 Provided ecommerce analytical reports for the board on a variety of attribution methods across all organic, direct and paid marketing channels. Provided daily and weekly flash reports on paid activity to internal stakeholders. Show less Removed Google penalties across 3 domains and created technical SEO strategy for the rest of the business to build upon. Moved PPC activity in-house from an external agency, reduced CPC costs and added PLA, non-brand, dynamic remarketing and social retargeting campaigns to the existing branded campaigns on Google AdWords, Bing and Facebook Advertising networks. • Increased site visitors by 30% YOY, New users by 37% providing a fresh stream of new customers to the business. • Increased… Show more Removed Google penalties across 3 domains and created technical SEO strategy for the rest of the business to build upon. Moved PPC activity in-house from an external agency, reduced CPC costs and added PLA, non-brand, dynamic remarketing and social retargeting campaigns to the existing branded campaigns on Google AdWords, Bing and Facebook Advertising networks. • Increased site visitors by 30% YOY, New users by 37% providing a fresh stream of new customers to the business. • Increased online revenue YOY by 37% over seasonal trading period. • Forecasted annual online sales and budgeted activity across all brand sites. • Monitor and report on KPIs to head of eCommerce. • Maintained ROAS for profitable new customer acquisition while increasing marketing spend. • Voice of digital transformation for all areas of business. • Manage, educate, lead and inspire the ecommerce team, developing their knowledge to fit business objectives. Increased paid traffic conversion rate by 98%, conversions by 118% and sales by 158% - partly by increasing AOV by 18.34% from £51.34 to £60.75 Provided ecommerce analytical reports for the board on a variety of attribution methods across all organic, direct and paid marketing channels. Provided daily and weekly flash reports on paid activity to internal stakeholders. Show less

eCommerce & Digital Marketing

• May 2011 - Apr 2014

Develop digital marketing plan to drive digital sales and objectives. Undertake keyword research to devise keyword strategy on which to base all SEO, PPC and PLA activity for Gemporia.com , JewelleryMaker.com , GemCollector.com & NowSeen.com . Deliver and monitor acquisition campaigns to execute personalisation and targeting opportunities including helping to develop content strategy, hitting conversion and budget targets and research in order to make continuous improvements and… Show more Develop digital marketing plan to drive digital sales and objectives. Undertake keyword research to devise keyword strategy on which to base all SEO, PPC and PLA activity for Gemporia.com , JewelleryMaker.com , GemCollector.com & NowSeen.com . Deliver and monitor acquisition campaigns to execute personalisation and targeting opportunities including helping to develop content strategy, hitting conversion and budget targets and research in order to make continuous improvements and recommendations. Concentrating on acquisition for all TGGC brands globally and I have achieved great results in organic and PPC / PLA (£30k pcm campaign) searches and helping increase unique visits by 54%, page views by 84% and reducing bounce rate by 4.23% since the launch of Gemporia.com. This has been achieved by a combination of work I have done towards SEO, PPC, PLA, remarketing and reviews. The TGGC digital marketing team is now the largest non-broadcast department, generating the most revenue per head - helping TGGC become the winners of The Times Virgin Fast Track 100 for fastest-growing privately owned company and the fastest growing jewellery brand; increasing sales from £1.3m 2009 to more than £54m in 2012. I have also managed and implemented other online tools to help TGGC achieve its goals: • Augmented reality application – Transforming the monthly customer magazine into a media rich publication. • Open graph interaction allowing users to share their purchases socially. • Global Integration of review agency Feefo.com and enabled existing customer reviews to be resubmitted for all TGGC products. • Broadcast quality live video streaming & VOD 24/7 for all TGGC brands in multi geographical locations and platforms. • YouTube Live and Google Hangouts integration for regular programmes and Q&A sessions with jewellery experts.

TV Presenter

• Jun 2010 - May 2011

Presenter, launch manager and sales consultant for the groundbreaking multimedia channel Gems TV, Rocks TV and Gem Collector TV.

Senior Television Producer (Sales)

• Jun 2008 - May 2011

Senior Television Producer (Wine Sales)

• Aug 2007 - Jun 2008

Senior Sales Producer (UK) TV & E-Commerce

• Oct 2006 - Jun 2007

Working from a concept, to create a vehicle for the sale of luxury goods via TV & E-Commerce. Create a sales structure working with new talent and establishing the foundations for a house style of production. Achieving personal sales of £17m GBP per annum. Gems TV now broadcasts via multi conventional platform formats covering UK, USA, China, Japan and multi-territory via IPTV.

Television Producer (Sales)

• Nov 2005 - Oct 2006

Television Director

• Jan 2005 - Nov 2005

Lighting Technical Director

• Oct 1993 - Dec 2004