London Area, United Kingdom
Most digital leaders specialise in either brand or commerce. I have spent over 15 years doing both, building the strategies, teams and technology that turn digital into a genuine commercial growth engine for some of the world's most recognised consumer brands. At PepsiCo, I led ecommerce marketing across Pure Play accounts including Amazon, Ocado and eBay across the ESSA region, managing a team of three across media planning, buying and asset creation. At Pepsi Lipton, I scaled Digital Shelf strategy and digital commerce best practice across ESSA, AMENA, LATAM and North America for Lipton Ice Tea, Pure Leaf and Brisk, developing the global frameworks that helped markets show up and convert consistently online. At CVH Spirits, I built the DTC ecommerce operation from the ground up across the UK, France, Germany and USA, achieving 900% channel growth while maintaining sustainable profitability. I held full DTC P&L ownership, lifted conversion rate by 40% through CRO and UX experimentation, grew average order value by 10% through bundle and promotional strategy, and built a data-led CRM programme in Klaviyo that significantly improved repeat purchase rate and lifetime value. I developed a first-party data strategy connecting premium distillery experiences to the online customer journey, and embedded AI tools including ChatGPT, Claude and Zapier to automate workflows, accelerate content production and improve CRM efficiency at scale. I am equally comfortable defining a three year digital transformation roadmap at board level and working hands-on in Shopify, Klaviyo, Meta, Google Ads, Figma and Canva. I build high accountability teams, embed a test and learn culture and scale what works across international markets. Specialisms: Ecommerce and DTC | DTC P&L Management | Amazon and Retail Media | Criteo and CitrusAd | Digital Shelf | Omnichannel Marketing | Digital Transformation | First-Party Data Strategy | CRM and Consumer Experience | AI and Marketing Automation | GEO and AI Search | Conversion Rate Optimisation | Performance Marketing | Shopify Plus | Analytics | Team Leadership
Lead the end-to-end digital, ecommerce and consumer experience strategy across a portfolio of premium spirits brands including Bunnahabhain, Tobermory, Deanston, Black Bottle and Scottish Leader. Accountable for digital transformation, DTC growth, CRM, content, performance marketing, retail media, digital shelf and omnichannel strategy across international markets. Key achievements: - Built the CRM and email marketing programme from the ground up, establishing a owned channel capable of driving direct revenue and long-term customer loyalty. - Own the full DTC P&L across UK, France, Germany, and USA. Scaled revenue to £1.5M by rebuilding pricing architecture, introducing promotional governance, and creating a proper trading cadence for the first time. - Two record-breaking NPD launches back to back. Deanston Chronicles sold out in under 48 hours three years running. Lores of Mull cleared its full annual allocation in three months: £155k in DTC sales and a new record for the channel. - Tripled repeat purchase rate from 20% to 60% through CRM and lifecycle marketing. Retained customers now spend 40–70% more per order than first-time buyers. - Cut £80k in annual photoshoot costs by building AI content production workflows in-house. This wasn't a pilot. It's now how we produce content across the portfolio. - Directed omnichannel paid media campaigns across DTC, retail, social and digital shelf, connecting brand and commerce across the full consumer journey - Develop segmentation and trigger strategies driven by behavior to increase revenue to drive revenue through owned channels. - Lead and mentored the digital marketing team of three to drive high-impact results and professional growth. - Lead agency relationships, cross-functional teams and senior stakeholders across marketing, commercial and technology.
I lead the strategic development and execution of the Digital & e-Commerce marketing strategy within Distell International across the premium spirits portfolio. Brands including; Bunnahabhain, Tobermory, Deanston, Black Bottle, Amarula, Scottish Leader. - Partnered with Amazon Lead to grow from £250k to over £3M in shipped COGS, making it the number one UK customer. - Owned the retail media strategy and execution directly on Amazon and Citrus with budgets of £200k+ before onboarding and handing to external agency partner. - Owned the strategy and execution of the digital shelf across key UK retailers of Amazon, Tesco, and Sainsbury's to then build and distribute ecommerce content to regional and local teams and distributors. - Developed the Digital Shelf Toolkit and Retail Media Toolkit across four global markets, giving commercial teams and international distributors practical frameworks to drive eCommerce growth across the portfolio. - Wrote best practice toolkits covering Media, eCommerce, Search, and Retail Media. The first time the business had any formalised eCommerce ways of working. - Built the DTC operation from scratch. Shopify, Klaviyo, Salsify PIM, GA4, Hotjar, Fairing. Led every business case and platform selection, combined investment exceeding £50k. - Lifted DTC conversion rate by 40% through A/B testing, UX improvements with a strong test-and-learn agenda. - Built the annual trading calendar, increasing AOV by 10% through promotional campaigns and bundle strategy
I lead the development and execution of the e-Commerce marketing strategies across our Pure Play accounts across ESSA inclusive of Amazon, Ocado and eBay. - Partner with e-Commerce Sales teams in strategic annual planning to ensure E-Commerce Marketing best practice is adhered to. - Produced Product Page best practice guidelines to cascade across ESSA to optimise e-Commerce product pages across all PepsiCo Brands. - Manage a team of 3 who are responsible for the execution of communications across across Amazon and Ocado including media planning and creation of assets. - Manage multiple senior stakeholders within PepsiCo to ensure projects are delivered efficiently and on time.
Work with and educate the Village England founder to help understand the full potential of engaging customers using digital.