Experience

Second Nature

• Israel
• Software Development
• 1 - 100 Employee

• VP of Growth

  • Dec 2021 - Present

  Guiding strategic growth initiatives across B2B and DTC segments as a hands-on leader. Championing user acquisition, CLTV enhancement, and cost-efficiency, pivoting the business towards sustainable commercial growth. Successfully leading cross-functional teams, implementing innovative marketing strategies, and developing a high-performance sales approach for both B2B clients and public contracts, significantly boosting MRR.

• Director Of Operations

  • Mar 2020 - Jan 2022

  Second Nature is a lifestyle change programme that uses technology, the latest behaviour change science and health professionals to help people live healthier lives and tackle the global obesity epidemic. As part of the senior leadership team, I have overall responsibility for our global operations, currently a team of 70, spanning Health Coaching, Customer Support and Logistics. My remit has been to set the global team up to ensure we can rapidly scale as a business whilst improving efficiencies that deliver improvements in gross margins. I've led a number of key, cross-functional projects in the business including launching in the USA and testing new revenue streams. Show less



Jungle Creations

• United Kingdom
• Media Production
• 100 - 200 Employee

• Director Of Ecommerce

  • Mar 2019 - Mar 2020

  Running multiple e-commerce websites with yearly revenues of over $4 million using unique new product development, excellent video content and combination of organic video vitality and paid ad distribution to scale sales rapidly. I had overall responsibility for the entire ecommerce business arm including the marketing strategy. Key achievements include: - Built high performing lean team that scaled Christmas sales to deliver over 2 million in sales within a 6 week period, new products delivering over 60% of sales. - Launched 3 new websites including a rebrand to improve UX, specifically product customisation options for customers to ultimately increase conversion rate and therefore sales. - Gained deep understanding paid media strategies and execution to scale sales rapidly across different marketing channels; Facebook ads manager; Pinterest ads; Google Ads; Affiliate networks and influencers. - Lead the sourcing, development and launch of our new twisted kitchenware range and setting craft factory subscription box up to launch in the near future off the back of our successful media brand craft factory and twisted food Show less



Unilever Food Solutions

• Food & Beverages
• 100 - 200 Employee

• Business Consultant

  • Oct 2018 - Feb 2019

  Projects include: - Working on behalf of Unilever Food Solutions for a Unilever Brand, Tea Too - chain of specialty tea shops, to design and implement an in store test for Personalised tea blends in Regent Street Store using Test and Learn methodology to iterate the MVP over time to help improve likelihood of success or product and capture learnings as we go. - Working with Unilever team to design and deliver a Disruptive Innovation workshop to improve cross functional collaboration, share best practices and implement flexible target setting by delivering OKR training as part of the workshop. - Working for Pact Coffee on distinct revenue generating projects including building out Pact's presence on Amazon in the UK and Europe; Project owner for the R&D and launch plan for new Aluminium Coffee Capsules, launching early 2019. Show less



Pact Coffee

• United Kingdom
• Food and Beverage Services
• 1 - 100 Employee

• COO

  • Sep 2017 - Feb 2019

  As COO, I lead four out of 6 business functions at Pact; Marketing, Digital Product, Customer Success and Supply Chain and I have full accountability for the performance of the direct to consumer business, P&L performance and Logistics. I develop and drive execution of strategy and initiatives to improve Customer Lifetime Value, Grow active subscribers and ensure excellent cross functional working across Pact. I set and run the company wide OKRs and cadence of meetings to ensure we hit our business goals.Achievements:> Lead Pact to profitability since becoming COO by increasing revenues and scrutinising the P&L to cut costs> Increased revenues 20% YOY in 2018 with an through a combination of one off campaigns, customer acquisition and subscriptions ARPU generators.> Refocused new team after a company wide restructure using workshops and OKRs, to channel efforts and hit the financial plan and consecutive company wide OKRS.> Stabilised the active subscriptions number with small marketing budget and restructuring the team to set Pact up for its next phase of growth Show less

• Commercial Director

  • Nov 2016 - Sep 2017

  My role was to create opportunities and introduce new products that increase average revenue per user, create new long term revenue streams and fundamentally deliver products customers love. My team managed the whole process from Customer research, ideation sessions, concept testing and full roll out. Our approach was to hypothesise an outcome based on research, then rapidly test and learn with a Minimum Viable Physical Product, being open minded about how best to utilise limited resources, we applied ‘The Mechanical Turk’ principle. In 9 months we created and launched 6 new products, 2 were successful and fed into the new pricing strategy, 4 others we shelved but we generated £150k revenue in learning.Achievements:> Created a new pricing strategy and spearheaded the new range project increasing ARPU by 15% and a 6% blended uplift in gross margin> Setup rapid test and learn approach to physical product creation, 6 new products tested, 2 moved forward. Generated £150k in the process.> Two successful Christmas campaign generating more than £500k in additional revenue, bringing much needed cash in> Ran the D2C metrics reviews and cadence, improving cross functional execution and creating a culture of accountability Show less

• Operations Director previously Head of Operations

  • Feb 2015 - Oct 2016

  Overall responsibility for the entire supply chain at Pact Coffee, my team scoured the world to source the finest beans, roasted them to perfection and packed every coffee bean that we sent out, shipping up 5 tonnes per week out to customers. We relentlessly focused on reducing cost and improving quality in the operation, applying lean methodologies, new technologies and processes to deliver the most flexible, tailor made coffee subscription service on the market.Achievements:> Reduce operational labour costs by 66% applying lean methodologies to analysis and introduce new processes, tools and KPI tracking. > Full ownership of Coffee pod R&D, launch of product and successful kickstarter campaign, generating £27k to fund the beta product> Worked with the head of coffee to fix oversupply and lower green coffee costs by coaching on supply chain process> Introduced and rolled out Pact bicycle courier deliveries, having 4 ft riders and a manager, using delivery density and larger items to save 30% versus our normal carrier. Show less



Amazon UK

• United Kingdom
• Warehousing and Storage
• 1 - 100 Employee

• Shift Manager

  • Jul 2014 - Feb 2015

  Managed a time critical, 24/7 operation to process up to 50,000 units ready for delivery over an 8 hour period with a team of 80 operators. Achievements: > Manage two third party agencies to supply consistent resource every night. > Increase Shipments per hour by 14% over a four month period. > Introduced a system to detail defects and attack root causes, to gain managerial grip over customer service metrics. > Engaged staff with the shifts performance, visualising performance and highlighting areas that need improvement. > Collaborating with HR to ensure successful introduction of new labour management system, MYTIME. > Working with the project planning team to introduce new automated equipment to increase warehouse processing capacity by 20%. Show less



Royal Mail

• United Kingdom
• Freight and Package Transportation
• 700 & Above Employee

• Delivery Office Manager

  • Jul 2013 - Jun 2014

  Working in a fast paced environment as the head of a delivery unit comprising a fleet of twelve vehicles, seventy-five operational grade staff and two line managers. Responsibility for all key measurement outputs; efficiency, quality, budget, employee and customer satisfaction. I chaired resource meetings with workers union official, applying resource-to-demand principals to identify potential saving opportunities. Achievements:> Managing a yearly budget of over £1.5 million.> Consistently exceeding 99% on doorstep scan quality measure for tracked products.> Reducing door to door surplus from 8% to 2% by introducing and managing robust control procedures. > Maintaining the highest items-per-work-hour (efficiency measure) in the Bristol South sector.> Part of a ground breaking performance management initiative to target operational grade underperformance to enable greater efficiency savings.> Planning and executing a Christmas operation that delivered on quality of service to our customers, with a focus on first time delivery. Show less

• Network Planning and Compliance Manager

  • Mar 2013 - Jul 2013

  Worked as part of a team of five managers in the logistics arm to help plan the network services for hubs in the South West region and improve network performance by identifying spare capacity, root causes of recurring problems and attacking quality losses. Responsible for collating, analysing and presenting large amounts of data to inform and influence stakeholders in their decision making.Achievements:> Designed and created a new Excel system for local distribution to input and present the daily figures in a user friendly dashboard that was rolled out across the region.> Analysed service capacity for a bulk product to help challenge new product proposal plans.> Collaborated with local distribution teams to gain information to support a national project to help determine pricing structure for the business. Show less

• Warehouse Manager

  • Sep 2012 - Feb 2013

  Lead a team of thirty operatives in a heavily unionised environment to complete the processing of different mail products whilst maintaining the highest safety standards. Responsible for day-to-day quality performance of the mail centre and adapting the operation to special events or issues that arose. Managed staff in a professional and fair manner offering counselling where appropriate.Achievements:> Introduced new systems of work to warehouse enabling 100 hours per week to be removed from the operation and over £57,000 savings per annum, whilst absorbing extra workload.> Regular application of relevant risk assessment helped increase the awareness of safety and understand the root cause of unsafe acts.> Traffic recording discrepancies reduced from 15% to 5% through work completed with the traffic recording team. Show less

• Continuous Improvement Project Manager

  • Nov 2011 - Sep 2012

  Responsible for driving continuous improvement activity and managing multiple projects within the mail centre environment.. Developed problem solving skills using lean manufacturing tools, similar to six sigma, and supported other areas of the mail centre to ensure project benefits were delivered on time and to budget. Designed and delivered training material for managers and front line staff to improve their ‘World Class Manufacturing (WCM) project skills’. Monitored and maintained a Kaizen log to monitor improvement performance across the plant.Achievements:> 67% increase of improvement projects in the mail centre whilst I was lead.> Projects I lead during this time had yearly savings of over £500,000.> Worked on a range of different projects attacking quality, logistics, Muri, Mura and Muda losses as well as instilling scrupulous 5S standards across the plant Show less