Alex Murray

Digital Distiller is an English Spirits Specialist with a particular focus on the fast-growing English Whisky sector. The goal: become the No. 1 destination for all things English Spirits, and especially English Whisky. A comprehensive online shop packed with off-the-beaten-track spirits, subscriptions, distillery tours, as well as a community drinks incubator. In creating and launching Digital Distiller, I've covered the following areas first hand:

• Identified and sourced a distinctive product niche

• Built strong, commercially sustainable, mutually beneficial relationships with suppliers

• Assessed, selected and set up a fully functional ecommerce platform

• Identified, onboarded and managed suitable 3rd Party Logistics and Carrier partners

• Set strategy and execution plans for Search Engine Optimisation and Paid Marketing

• Launched and maintained a programme of Social Content Creation

• Fully owned the Profit & Loss account, created & monitored end-to-end KPIs

• Implemented a minimum viable product approach to new developments to test new ideas

• Adopted an iterative testing approach to maximise the value of incremental improvements

Despite working in ecommerce and premium drinks for over 25 years, I've learnt a humbling amount from setting up and running my own business, learning from many mistakes along the way! In short, I've defined the strategy and then executed it myself. I'm hands-on and action-oriented.

• Innovation Management

• Alcoholic Beverages

• Leadership

• Strategy

• Buying & Marketing

Using Good Growth's customer-led, data-driven approach to insight, I consulted for a range of retail and media clients in developing their innovation agendas and building growth strategies that delivered across multiple channels. Clients included: Diageo, Kraft Heinz, Pets at Home, ITV, Scholl & Edrington.

Client/Account Management

• Innovation Management

• Growth Strategy

• Data & Analytics

I founded Thistle Digital with a specific purpose: to help retail decision-makers invest in their digital channels, at the right time, with the right resources. Having been a retailer myself, I am well placed to equip businesses with meaningful, sustainable strategies combined with actionable implementation plans. I strongly believe that all outcomes must have clear business and customer benefits. Clients included: Rick Stein Group and Jeroboams Wine Merchants

• UX and Usability

• Digital Strategy

• Conversion Rate Optimisation

• Reporting & Analytics