I am a senior digital commerce and growth leader with extensive experience scaling DTC, ecommerce, and omnichannel businesses across the UK and international markets.
I have led performance marketing, SEO, CRM, loyalty, UX, analytics, and experimentation programs to drive profitable revenue growth, improve conversion rates, and strengthen customer lifetime value.
My background includes executive and senior-level roles where I owned P&L, managed cross-functional teams, and worked closely with founders, boards, and private equity stakeholders to translate strategy into measurable execution.
I have built and optimized growth engines across brands such as Viking Footwear, Trespass, Wiggle, Mountain Warehouse, Jensen Beds, and REP Fitness, with a strong focus on acquisition efficiency, retention, and scalable digital operations.
I combine hands-on commercial leadership with technical fluency in tools and methods such as Python, ML, Google Ads, Klaviyo, BigQuery, Make, OpenAI workflows, and modern analytics and automation stacks.
I am particularly interested in senior growth, ecommerce, and digital leadership roles where I can apply my experience in performance marketing, AI-enabled optimization, and international expansion to deliver sustainable business growth.
Led UK digital market entry for a US brand. Built the platform, integrations, marketing channels, B2B portal, and retail POS to support scalable growth. Delivered over $1M revenue and 233%+ orders versus target in the first three months.
Consulted for FMCG cosmetics and led build-outs for a 22-language platform and marketing channels, including an AI-scaled SEO growth engine.
Owned DTC and P&L. Upgraded performance marketing with ML, Python, SEO, martech, CRM, UX, and A/B testing to deliver strong revenue growth and improved conversion and repeat purchase performance.
Owned online DTC and scaled four brand websites. Improved paid marketing, SEO, CRM, and loyalty to strengthen ROAS, CAC to LTV, and profitability. Managed a team including developers.
Interim six-month role for a premium sleep brand. Built Shopify and Amazon MVPs and set up Google PPC and global distributor local business campaigns to grow B2B leads and sales pipeline.
Owned non-UK online growth. Added SKU-level bidding technology to paid media and grew non-UK B2C sales significantly, helping ecommerce become a larger share of total sales.
Owned Nordic growth for a major tri-sports ecommerce retailer. Led two country teams across CRM, SEO, CRO, paid media, and loyalty to drive growth, repeat purchases, LTV, and margin. Set up a retail pop-up store in Sweden.
Managed multi-brand B2B and retail portfolios, driving growth through key account management, pricing strategy, and distributor and wholesaler partnerships.
Artificial Intelligence Programme, Artificial Intelligence
Executive education focused on artificial intelligence.
BA & MA, Business
Business studies including accounting, marketing, and organisation.
PhD-level course, Research Methods
Completed a PhD-level research methods course worth 5 credits.
PhD-level course, Research Methods
Completed a PhD-level research methods course worth 5 credits.
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