An established Multichannel Ecommerce specialist with extensive experience across UK and Global brands, confident in driving International expansion, localisation and customer Engagement through successfully proven acquisition and retention strategies. A determined team player; used to enjoying a high level of responsibility, with strong interpersonal skills, capable of problem solving, multi-tasking and self-motivated. Valued for creative and commercial thinking, with a strong work ethic and commitment to deliver the best solutions for the business, with 15 years' experience in Ecommerce and branding.
• Ownership of setting commercial landscape for the channel for DTC and Amazon: o Established P&L and refined departmental budgets focusing on building healthy margins o Interrogated annual budget to re-build using product range and depth as key pillars for growth o Establish KPIs and associated dashboards across Trading, Demand Planning, Digital Marketing, CRM, Customer Services and Amazon channels o Lead on trade meetings with the teams and wider businesses to drive always drive commercial focus – a company first o Delivered technical audit of websites to map our development retainer to commercial goals for the following 6 months rolling o Established Acquisition strategy and associated total channel holistic reporting to highlight total channel behaviors from session to sales mix o In process of defining attribution modeling to steer digital channel investment and thus growth o Responsible for delivering brand guidelines for the websites and digital marketing channels, involving the evolution of onsite photography, colour palette, fonts o Ownership of all global marketing campaign activity o Ownership of product roadmap for DTC and Amazon, working with Product, Demand and Finance Directors o Delivered 3 year DTC and Amazon commercial growth plan to board taking into consideration website redesign and rebuild, category and product diversification, ownership of Google and Meta search space, Retention Modeling o Re-built ecommerce and digital marketing functions into high performing teams o Overhauled retention approach delivering a retention strategy where focus is given to growing database segments on understanding customer LTV statistics
• Responsible for the commercial planning and associated monthly actions to ensure Ecom budget is achieved • Reporting into UK and Japan MD to deliver monthly and QTR sales performance and projections • Responsible for the delivery of website redesign and replatform project. Inherited this delayed project • Delivered conversion funnel tactics mapped to trading calendar across Ops, Product, Marketing and Head office teams in Japan • Re-aligned supplier base to work with market leading suppliers • Re-built digital team, delivering in-house excellence
• Responsible for growth of channel following on from COVID year • Responsible for the commercial planning and associated monthly actions to ensure Ecommerce budget is achieved • Confidently delivered redesign of bremont.com globally catering to specific key market requirements. Effort involved management of RFP process, scope and budget negotiations, plan to deliver project, UAT and launch on time and within budget • Responsible for planning and delivering a clear conversion funnel, with focus on implementing micro-conversions thus driving overall site conversion • Responsible for the analysis of onsite behaviours to drive CR optimisations • Development and ownership of the Bremont Digital Eco-System, prioritising delivery of CR tactics by commercial and operational needs • Responsible for the creation and nurturing of a highly functioning Digital team • Successfully elevated the presence of the Digital department, encouraging inter-departmental relationships • Responsible for the management and optimisation of PPC activity, working closely with the marketing and brand teams to develop campaigns • Ownership of SEO channel, collaboratively working with the brand team to develop rich onsite content whilst technically optimising SEO infrastructure of the website • Ownership of 3D and AR tech onsite working with market leading suppliers to deliver optimal experience
Reported into EPIC Private Equity LLP, providing consultancy services in reviewing current business processes, operations, trading activity, team structure, all third-party relationships, customer services function with the view of making recommendations to improve sales, profit, productivity to re-align division with overall company vision.
• Responsible for delivering YOY sales growth: o +22% 2017 o +22% 2018 o +9% 2019 • Confidently delivered 5-year commercial plan whereupon investment was approved from Board level • Responsible for building commercial plans for web to achieve sales and target margin through building projected KPIs • Responsible for building marketing channels contribution to the sales plan, thus driving accountability to internal teams and external agencies • Proven track record of delivering successful acquisition and retention strategies where customer insights are at the centre of decisions made. Confident in applying customer LTV insights to deliver robust CRM programs • Ownership of the conversion funnel road-map including both strategic and tactical activity • Responsible for ongoing analysis and optimisation of the online marketing mix for SEO, PPC, Social, Email, Direct and Digital Advertising • Project lead on delivering re-platform project which includes scoping business requirements, setting measurable KPIs for post launch, budget management, setting SLA schedule and development road-map for next phase of site enhancements • Ownership of International expansion via third party • Ownership of payment portal migration to Adyen, which included the launch of Apple Pay, WeChat and AliPay payment types • Responsible for ensuring DC deliver to customer promise with ongoing optimization of customer experience; streamlining returns process reducing the time taken to do so from 13mins to 2.5mins. • Optimising Customer Care function • Brought merchandising, marketing and production departments together to: o Ensure availability of range and depth of stock for web o Product and category analysis to improve sales, drive down refunds, increase margin, grow brand awareness o Launch online product exclusivity o Build bespoke onsite trading toolkit to tactically drive sales • Responsible for the management of 4 other individuals
Responsible for all digital aspects of the business including: Trading Merchandising Commercial planning Acquisition CRM and operations Back-end and front-end development teams Graphic design and user experience Responsible for and delivered growth of the following KPI's: - Ended the financial year +25% YOY & 31% YOY over Dec - Conversion from 1.8% up to 3.2% without the use of any tactical promotions - Strategically grew AOV and UPT as a result of customer behaviour and sales analysis. Delivered through technical innovation and A/B test tool - Finished second half of the financial year +56% vs. expected budget of 5%. Delivered by ensuring stock availability across key categories, acquisition and database growth as well as implementing a strong editorial and social strategy whilst upholding the F&M brand identity - Re-aligned supplier base to deliver annual target, including acquisition, CRM/ESP, operational and service partners - Commercially focused the E-commerce, buying and merchandising teams to specifically range plan for the website, plan exclusive launches and ensure product lifespan online is fully potentialised
• Established trading/marketing calendar to salvage overall budget for the year • Assessed product mix including ROS at SKU level and cross category to make commercial recommendations affecting product continuity and launches • Set department risks and opportunities for the remainder of the trading calendar; clearly mapping KPIs from the past 3 years • Ownership of P&L management across 3 brands, focusing specifically on consolidation of overheads whilst keeping a positive EBITDA on LY • Responsible for the day-to-day trading of the site, using levers to cross-merchandise brands, react to inflated weekly cover, sell through on lines that have a limited shelf life • Tasked with re-aligning marketing expenditure to ensure accountability and positive contribution to demand with each agency • Establish CRM program based on RFM and in spa data collection as well as the utilisation of the Soho House Group email databases • Proactively brought Wholesale, Retail/Spa, International, Marketing, NPD and Operation heads of together to forward plan new product development with commercial targets whilst reacting to inflated stocks currently within the business • Worked with Wholesale to re-write contractual trading agreements to present to wholesale partners prohibiting both positive/negative brand bidding as well as affiliate marketing • Re-alignment of team roles and responsibilities, setting objectives with rewards for the next 12 months • Responsible for encouraging a positive, cohesive working environment where staff feel empowered to think and act independently as well as part of the team by setting clear strategic goals, which the business is bought in to
• Successful relaunch of mobile site, increased YTD revenue 64% YOY, visitors 22% YOY • Successful relaunch of iphone app increased YTD revenue 80% YOY, visitors 85% YOY • Project lead on the launch of nominated 90 minutes delivery service • Launch of the persistent basket • Project Manager for the re-launch of the Karen Millen rebrand across 14 websites instances including US and AUS in Aug 2013. This involved: o Development of brief and to then debrief the creative agency o Acted as point of contact for 11 external suppliers as well as KM Senior Management expectations UK and Globally o Ownership of launching the very first responsive blog titled KM Insider • Maintain relationships with technical vendors and partner agencies to consistently drive our technical roadmap for 2014/15: o Launch next phase of persistant basket o Launch of the Merret System for the business but specifically for the Ecom department o Managing the website platform upgrade to 5.3 with Fresca bringing the UK and European websites in to the core development/support stream for Fresca o Managing the migration of the 5 own language websites to sit with the UK site on a single URL as a domain extension o Scope and launch multi-location fulfilment as part of the 5.3 upgrade; allowing the business to offer pay and collect as a service to our clients o Scope and commission optimisation of Ipad • Work closely with the Ecom Trading Manager to review and ensure forecasted targets are met and future trade planning for each of our key markets is in place • Responsible for scoping, rolling out and continuing to measure our optimal client services experience promise to our customer • Responsible for setting the annual Ecom budget for the UK, 5 own language websites and AUS as well as ongoing management of Ecom budgeting • Exploring and executing acquisition opportunities across multi-device types • Responsible for the on site merchandising across all categories to consistently increase conversion
• Responsible for the development and execution of the UK & global online and direct marketing strategy, maximising online sales across all e-commerce platforms and at all times increasing brand awareness of the web content, gift vouchers, lifestyle advice, Day-Spas, spa diary service, monthly direct mailer and bi-monthly magazine through ECRM • Create the marketing plans across the three brands working closely with the Corporate Marketing Team. Share and present plans with global partners • Work closely with the PR team to create a PR Strategy that has increased brand awareness and achieve sales targets across the two ecommerce platforms • Responsible for management of two budgets • Responsible for and have achieved hitting monthly sales targets • On-going development of the partner program to globally control the online retail of Elemis & Bliss • Responsible for development of third party brand portfolio on both timetospa and Blissworld • Be the global contact for all timetospa and Elemis e-commerce and web requirements looking at any opportunities in the future for licensing or sharing the learning’s of timetospa.co.uk • Liaise closely with timetospa and Bliss US to maximise opportunities for joint activity and learning across marketing campaigns, content and site development. • Responsible for overseeing all web development with our chosen agency and our parent company Steiner IT • Work closely with the Director of Production and Purchasing with regards to warehouse fulfilment and Customer Care Centre Manager to ensure updated about all campaigns and activities • Responsible for strategic growth of SEO and PPC campaigns across all platforms having achieved number one placement for all three sites – a first for the brands • Achieved an increase in timetospa ROI for PPC from 3:1 to 9:1 in 4 months – a first for the brand • Responsible for the management of three Executives with direct reporting to the Head of Global Marketing and Managing Director