Description

Senior ecommerce and digital leader with 20+ years scaling premium DTC and consumer brands across the UK, Australia, New Zealand, and global markets. I combine commercial trading rigour with genuine creative instinct - having founded my own brand, Oh Baby London, stocked at Selfridges, Harrods, and Barneys New York, before leading ecommerce and digital growth across multi-market Shopify Plus environments.

I work with brands that want to grow profitably - improving conversion, trading performance, customer acquisition, retention, and digital content strategy. I’m hands-on and immediately deployable, with no ramp-up needed on Shopify Plus, GA4, Klaviyo, or ecommerce trading operations.

Available for interim, fractional, project, and consulting engagements. London-based, open to remote.

Areas of expertise: Ecommerce strategy · Shopify Plus · Trading & P&L · CRO · SEO · Email & CRM · Digital content · Analytics · Campaign management · Fractional ecommerce leadership

Industry field of expertise

Languages

English
Native or bilingual

Workplace preferences

Can work on-site

London (up to 20km)

EVOLVE OUTDOORS GROUP
WEB & E-COMMERCE LEAD
E-COMMERCE
July 2023 - May 2026 (2 years and 10 months)
Wellington, New Zealand
Led ecommerce growth and digital trading across multiple Shopify Plus stores spanning NZ, AU, and global markets
Delivered double-digit YoY ecommerce growth through CRO, merchandising, localisation, and customer journey optimisation
Developed regional ecommerce strategies aligned to seasonal campaigns, inventory objectives, and customer behaviour
Led onsite UX improvements including navigation, search, merchandising, and product discovery optimisation
Worked cross-functionally with brand, creative, and marketing teams to deliver integrated digital campaigns and customer experiences
Built reporting frameworks across GA4, Power BI, and Looker Studio to support performance analysis and strategic decision making
Shopify Plus E-commerce CRO SEO AI Automation
NISA CLOTHING
ECOMMERCE & MARKETING DIRECTOR
FASHION AND COSMETICS
January 2022 - January 2023 (1 year)
Wellington, New Zealand
Led ecommerce, digital marketing, CRM, and customer growth strategy during a key scale-up phase for the brand
Developed integrated campaigns spanning ecommerce, content, merchandising, community engagement, and customer retention
Delivered successful collaborations, ambassador initiatives, and customer-led campaigns that strengthened engagement and brand affinity
Helped evolve the brand's digital presence through inclusive storytelling, values-driven marketing, and community-focused content
Produced forecasting, reporting, and commercial analysis to support business planning and growth initiatives
E-commerce Digital Marketing Content marketing Commercial strategy Adobe Creative Suite
MICRO SCOOTERS
Head of Marketing & Ecommerce
E-COMMERCE
March 2015 - June 2023 (8 years and 3 months)
Wellington, New Zealand
Grew ecommerce revenue from NZ$1m to NZ$6m across Australia and New Zealand, building the digital channel into a core growth driver
Built and led a 200-strong ambassador programme delivering 10x ROI, embedding social proof into the customer journey
Lifted mobile conversion rate by 2.5 percentage points through targeted UX and checkout improvements
Reduced customer service load by 25% by improving self-service content and site experience
Drove ~300% growth in adult scooter sales through a targeted Father's Day campaign, identifying and capitalising on an underserved audience
Social media Community Building Content marketing E-commerce Digital Marketing