United Kingdom
As commerce businesses mature, growth often becomes harder to understand and scale efficiently. Acquisition performance fluctuates. CAC rises. Attribution gets noisy. Retention becomes harder to influence. Teams can end up focused on individual channels rather than the overall customer picture. I’ve seen this play out at different stages — from early traction through to global marketplace scale. I spent 9 years at Lyst, joining as the first marketing hire and later leading Growth, Trading and Product as the business scaled into a $700m+ global marketplace. Over nearly a decade I built and scaled the growth function from first traction to global scale — growing the team from 1 to 40+, scaling acquisition into seven-figure monthly spend, and continuously evolving the model to navigate mobile, attribution and international expansion while sustaining performance. Since 2022, I’ve worked independently with marketplace and eCommerce businesses as they move into more complex phases of growth. I tend to come in at inflection points — whether growth has slowed, efficiency is under pressure, or when an external perspective is needed on how to approach the next phase of scale — helping bring clarity to how acquisition, retention and customer value fit together, and identifying where the real leverage sits. While much of my work sits at the strategic level, I remain hands-on across acquisition and retention when needed — particularly where structural improvements unlock sustainable growth.
Provide external growth leadership to marketplace and eCommerce businesses — often on a fractional basis — clarifying strategy, aligning acquisition and retention, and strengthening customer economics to support sustainable scale. Engagements typically involve reassessing the growth model, redefining strategic priorities, and implementing structural changes across acquisition and retention. Recent work includes: - Acting as Fractional Growth Lead at Wallapop, leading team, defining international expansion strategy and aligning acquisition, product and CRM across new markets. - Leading strategic growth reviews for Classic Football Shirts and Kitlocker, redefining acquisition and retention strategy and implementing revised operating structures across Paid, SEO and CRM. - Supporting Collagerie with growth prioritisation and channel strategy. - Leading growth due diligence for The Chernin Group (TCG), conducting deep commercial analysis of acquisition targets to assess scalability, unit economics and structural growth opportunity. - Scoping a Retail Media strategy for Lyst to diversify revenue and strengthen brand partnerships.
Wallapop is Spain's leading pre-owned marketplace, expanding across Southern Europe with operations in Spain, Italy and Portugal. Recently acquired by NAVER for €600M. Appointed as fractional Growth Lead to define international expansion strategy and strengthen the growth function during a critical period of scaling. Italy and Portugal both successfully launched during the engagement. Worked cross-functionally across marketing, product and engineering to align market entry strategy, customer economics and channel execution — and played a key role in restructuring towards a more integrated, cross-functional growth organisation.
First marketing hire. Built and scaled the company’s growth model as the business grew into a $700m+ global marketplace, later acquired by ZOZO. Scaled Paid, SEO, CRM and App acquisition into seven-figure monthly spend, building a 40+ person growth organisation to support sustained international scale. Led the Product and Trading functions for periods, aligning acquisition, retention and marketplace monetisation at company scale. Built and launched a standalone machine learning–first discovery app, leading a cross-functional team across product, data science and growth to rethink how customers discover fashion at scale.
First marketing hire. Built and scaled the company’s inbound growth engine across SEO, SEM and partnerships, driving the majority of customer acquisition and establishing the performance marketing foundation for the business.
Managed multi-million pound paid media budgets across international markets, scaling PPC and affiliate programmes across the UK, Canada, Germany, Spain and France.