An experienced travel ecommerce professional throughout the UK and Europe. Certified Google Ai Professional with Vibe coding. Developing market-leading ecommerce strategies and responsible for the profitable running and growth of websites and teams consisting of front/ back end developers and designers, content developers, focusing on integration of the new eCommerce CMS platform through the company's systems. Also concentrating on the technical side of the platform, particularly SEO and UX, PPC, Amazon shopping, display and affiliate networks. Key Responsibilities: • Driving sales across all areas of the business including the web store, retail store portfolio, commercial and trade divisions by true omnichannel, customer centric marketing • Optimising the customer journey by monitoring and acting on key metrics such as traffic, conversion and abandonment rates, average order value etc • Constantly improving product content to increases conversion rates • Driving constant improvement and innovation in web shop customer experience • Coordinating with product and offline marketing teams to support business strategy and ensure a consistent cross-channel experience A retail ecommerce background, with demonstrable results in website management and driving online sales with extensive knowledge of digital marketing and a strong understanding of the customer journey. Management and budget experience. Google Analytics, MI, KPI Management. 20+ years Digital Marketing/ Web eCommerce and Content management/ development experience. Management of small to large content, graphic, development, fulfillment and acquisition teams. Significant Web management, Digital Marketing and Web Content management experience across a variety of Web disciplines. OMNI channel management and development. Email marketing and development via Dotmailer, Pure360, Mailchimp. Social Media management and development. Delivering to budget, result focused and driven. Commercially astute. Establishing Digital Strategies. Strong project management, communication, writing skills and attention to detail.
Reporting to the Owner/CEO, I drove multi-channel sales, operational efficiency, and revenue expansion for Beerhunter.co.uk, Spiritsmith.co.uk and WDSgroup.co.uk. Key Achievements & Scope: E-commerce & Business Development: Directed full e-commerce operations, including content management (website, promotions, social media). Spearheaded the launch and aggressive growth of new channels, primarily managing the Amazon FBA (Fulfillment by Amazon) channel. Amazon FBA Management: Oversaw end-to-end FBA lifecycle: strategic inventory planning, listing optimisation (SEO/PPC), shipping logistics, and performance metric monitoring to ensure profitability and compliance, driving significant sales volume. Commercial Targets & Affiliate Management: Maximised revenue streams via affiliate partnerships, requiring technical oversight: Integration & Attribution: Directed development for implementing and testing affiliate tracking codes (pixels/server-to-server) and managing API/Data Feeds for reliable attribution and real-time inventory access for partners. Conversion: Directed creation of custom, high-converting affiliate landing pages to boost Quality Score and profitability. Technical Infrastructure & Risk Mitigation: Managed commercial risks related to technical projects, notably server migrations: QA & Testing: Collaborated with IT on strict pre/post-migration QA, ensuring comprehensive testing of all affiliate tracking and data feed integrity to minimize revenue loss. Performance: Utilised infrastructure upgrades (CDN, faster hosting) to strategically improve site speed, satisfying affiliate SLAs. Implemented robust redundancy/failover systems for high uptime. Leadership: Served as central liaison, ensuring strategic alignment across internal teams (IT, Sales) and external partners (FBA logistics, agencies).
Reporting directly to the Board/Executive team, I held full P&L responsibility for all online revenue generation within the UK division of the Fitshop Group. My primary mandate was to define and execute the overarching e-commerce strategy, significantly accelerating digital sales and market share growth across the Group's portfolio of brands. Key Responsibilities and Deliverables: Strategic Leadership & Revenue Growth: Defined and implemented a data-driven e-commerce strategy to maximise online revenue, conversion rates, and average order value (AOV) across all UK digital properties. Team Leadership & Development: Served as the Head and primary driver for a multidisciplinary team, encompassing: Development: Managed the roadmap, prioritisation, and delivery of website features, stability, and technology upgrades, working closely with in-house and third-party development teams. Content & UX: Directed the strategy for product information management, rich media content creation, and user experience (UX/UI) optimisation to enhance the customer journey. Performance Marketing: Oversaw and optimised all digital marketing channels (SEO, PPC, Paid Social, Email, Affiliates) to ensure a strong Return on Ad Spend (ROAS) and customer acquisition cost (CAC). Technology & Operations: Led the selection, integration, and management of core e-commerce platforms (CMS, ERP integration, Payment Gateways) to ensure scalability and operational efficiency. Cross-Functional Collaboration: Acted as the key stakeholder for e-commerce, ensuring seamless integration and alignment with Group functions including Finance, Supply Chain, Retail Operations, and Product Management. Analytics & Reporting: Established and monitored key performance indicators (KPIs), leveraging advanced analytics tools to provide actionable insights to the Executive team regarding digital performance, market trends, and competitive landscape.
Responsible for all digital marketing, ecommerce and development of greavessports.com/ scottishrugbydirect.com and scottishfootballdirect.com. greavescountrywear.com. Driving maximum revenue for online brands whilst ensuring multi channel integration across all digital activities.
Managed comprehensive digital strategy, e-commerce operations, and online content for ticketSOUP.com® and SECC venues, driving multi-channel integration and maximising online ticket sales. Key Achievements & Responsibilities: Award-Winning Strategy: Executed the digital marketing strategy that secured Best Marketing Strategy (2010 Scottish Event Awards) and Best New Brand (2010 Scottish Marketing Society Awards) for ticketSOUP.com®. Web & Content Management: Managed the online presence ("real estate") and content strategy for multiple high-traffic websites (e.g., SECC.co.uk, ticketSOUP.com®, TheSSEHydro.com) using CMS systems, ensuring backend database integrity supported online booking functionality. Digital Marketing: Led the creation and management of email newsletters/e-shots, graphics, and online banners. Developed and managed social media strategy across platforms (Facebook, Twitter). Cross-Functional & Technical Expertise: Served as the central liaison for internal departments (Sales, Operations, Contact Centre) and external agencies. Managed affiliate partnerships and conducted website performance analysis using Google Analytics. Proficient in HTML, Dreamweaver CS5, Fireworks CS5, and Photoshop.