E-commerce growth for luxury, fashion & omnichannel retail
Board-level digital leadership from someone who has owned the P&L at Mulberry, Ben Sherman, Jack Wills and Furniture Village.
Current mandate · Project Century
Results
Every engagement is tied to the numbers your board already tracks. These come from recent in-house and advisory work.
Services
Hire a fractional director for the whole channel, or bring me in for one problem.
Most requested
A part-time e-commerce director who sits with your board. I set the growth strategy, own the trading rhythm, lead your team and agencies, and hand over a stronger function when we finish.
Full-funnel acquisition and retention planning, with media budgets held to CAC, ROAS and lifetime value targets.
Phased CRO programmes covering measurement, checkout, personalisation and content, run through structured experimentation.
Business cases, vendor selection and roadmaps for re-platforming, composable commerce and the systems around it.
A single view of the customer across stores and digital, and market launches with local payments, delivery, currency and duties.
Approach
Data-led throughout: attribution, incrementality testing and territory-level trading analysis decide where the money goes.
Audit trading data, the funnel, media spend and the tech stack. Find where revenue is leaking.
A costed growth plan with priorities, owners and targets the board can sign off.
Lead the team and agencies through the plan, with a weekly trading rhythm and monthly board reporting.
Embed the processes, coach your people, and help hire the permanent lead if you need one.
Track record
Leading the plan to grow online revenue from £40m to £100m, and the £1–2m move from SiteGenesis to composable Storefront Next with Amplience.
Set the customer-led e-commerce and performance marketing strategy with the board, and coached the team on full-funnel planning.
Grew the global DTC business at +10% a year, delivered a single customer view across retail and digital, and owned the CX & Technology P&L.
Interim Head of E-commerce at FitFlop, plus digital consulting across beauty, music and entertainment.
Full P&L ownership of the digital channel, repositioning the brand online for a new target audience.
Earlier: Head of E-commerce at Jack Wills, E-commerce & Online Marketing Manager at Miss Selfridge, Web Manager at TNT Magazine, Head of New Media at Telstar Records.
About
"Luxury customers notice every detail. So does the P&L."
I've spent my career at the point where brand, customer and commerce meet. I'm happiest in front of a board turning trading data into a short list of decisions, and then working with the team that delivers them.
BSc Computing (Multimedia Production), Brunel University. Member of the Sustainable Markets Initiative and a stakeholder in the Digital ID/Passport Taskforce. Based in High Wycombe, working across London and the UK.
Recognition
Contact
Tell me about your business and I'll come back within two working days with a view on where the quickest gains are.