Track record
Twenty years in ecommerce, and about ten of them owning a profit and loss. All of this was delivered in house, with my name against the target, rather than sold from an agency and handed to somebody else to do.
I currently also run ecommerce for a direct to consumer coffee brand, which is why coffee is the one category I do not take on.
-
inov-8
£1m
First net trading month in the company's history.
56
Countries opened in one rollout.
I led the Black Friday trading that produced the first million pound net month the business had ever had, working with the Head of Ecommerce on the strategy and running the execution across the peak.
Beyond peak, I implemented Global-E to take the brand into fifty-six countries and launched dedicated storefronts for Australia, Canada, Norway, Denmark and Sweden, opening revenue that had not existed before. I played a key part in moving inov-8.com to a headless architecture, which improved performance and gave the team room to build rather than work around the platform. I also ran ecommerce delivery for the most successful product launch the company had had, aligning launch planning, the onsite experience and channel execution so the demand actually converted.
This is the category closest to the brands I most want to work with now, and it is why I understand what a customer researching technical kit actually needs to know before they commit.
-
Smiffys
+30%
Revenue year on year, on forty-six percent more traffic.
+32%
Conversion in the Australian market.
Traffic growth is easy to buy and hard to convert. Here it did convert, because the conversion work ran alongside the acquisition work rather than behind it.
The conversion programme lifted the Australian market by thirty-two percent. An underperforming paid channel was rebuilt with the agency until it returned over three hundred percent, which is the clearest example I have of what changes when somebody client side actually reads the reporting. I built a user testing framework that informed the design decisions on a new platform rather than leaving them to opinion, and a department spending review that found a hundred thousand pounds of annual savings.
-
Naturewall
8
People in a team built from nothing.
2
Markets, after launching a US storefront.
I joined with no ecommerce function to speak of and built one: eight people, specialist roles, delivery standards and a way of working with brand, development and acquisition that held up under pressure.
I owned strategy, roadmap and the profit and loss, and set trading strategies that consistently exceeded stretch revenue targets across the financial year. I launched a dedicated US storefront to open a second market, and ran growth across paid, search, CRM, affiliates and influencer as one plan rather than five separate budgets defending themselves. Most of what Scale and Summit does for a client is what I did here, compressed.
Before that.
Head of Search Marketing at The Whole Caboodle, and five years as Head of Digital at Robot Creative running client ecommerce projects from brief to launch, including Magento builds for 1st Class Holidays, The Gobstopper and Albert Matthews Butchers.
Before that, front end and interface work including a spell at NHS Choices. It is a long way from Shopify, and it is why I can brief a developer properly and tell when an estimate is optimistic.
The agency years matter for one more reason. I know how agencies are structured, how they are incentivised and what their reporting is doing, which is useful when you are the one reading it.
Client work under Scale and Summit is new, and I am not going to pretend otherwise.
The practice is recent. The experience behind it is not. What you can judge me on today is twenty years of in-house work you can verify, and a Growth Review that is deliberately priced and scoped so you can test the thinking before committing to anything larger.
Client results will appear on this page as they arrive, with names attached where the client is happy to be named.
Want the same conversation about your numbers?
Twenty minutes, no deck, no discovery process.