Ecommerce & Digital

Not consulted on it. Not reviewed the strategy. Built the operations from scratch: the website, the fulfilment model, the systems integrations, the digital marketing engine, the customer service infrastructure, and the finance architecture underneath it all.

I have traded direct-to-consumer and wholesale across multiple countries, launched on international marketplaces, navigated the compliance and logistics complexity of cross-border ecommerce, and built the financial controls that make it auditable and scalable.

When I sit in a board conversation about ecommerce strategy, I am not drawing on frameworks. I am drawing on experience.

What I Bring

Ecommerce Operations & Strategy

End-to-end ecommerce operation design. Platform selection, fulfilment model, customer service infrastructure, returns management, and the operational KPIs that tell you whether it is working. Built to scale without breaking.

International Marketplace Strategy

Amazon and equivalent marketplace strategy across European markets. Listing optimisation, keyword strategy, sponsored advertising, Vine enrolment, influencer activation, Pan-EU FBA logistics. The technical and commercial detail that determines whether a marketplace launch succeeds or disappears.

Systems Integration & Automation

Connecting the platforms that ecommerce businesses run on: CRM, inventory management, order processing, accounts, fulfilment. I have built bespoke integrations where off-the-shelf solutions did not exist, reducing processing time and eliminating the manual effort that kills margins at scale.

Digital Marketing & SEO

Technical SEO, content strategy, paid media, conversion optimisation, and analytics. Built and monetised content sites to premium ad network standard. Designed and executed influencer programmes. Tracked ROI at channel level.

DTC Business Model Design

Wholesale-to-DTC transition: the commercial model, the operational redesign, the team restructuring, the margin analysis, and the systems change that makes it viable. Done it once under crisis conditions. Understand every moving part.

Ecommerce Finance & Commercial Modelling

Unit economics, contribution margin by channel, working capital implications of inventory-heavy models, multi-currency cash management, VAT and customs compliance across EU markets. The finance layer that most ecommerce operators underinvest in until it causes a problem.

Outcomes

Wholesale-to-DTC pivot executed under crisis conditions following Brexit. New website designed and built, logistics redesigned, team restructured and upskilled. 70%+ of lost revenue recovered within 12 months at higher margins than the original wholesale model.

International distribution across 25+ countries managed as founder-CEO: market entry, distributor negotiation, multi-currency pricing, cross-border compliance, and the working capital discipline to sustain it.

Bespoke systems integration built from scratch connecting ecommerce, CRM, inventory, and accounts platforms. Order processing time reduced by 60%. Stock errors eliminated by 30%. Built and deployed without external development resource.

Digital marketing business founded, grown, and exited. Content sites built to Mediavine standard within six months: significantly ahead of industry benchmarks. Monetisation across display, affiliate, and sponsored channels. Portfolio sold at peak value ahead of AI-driven market disruption.

Consumer product launched across UK and EU markets with zero compliance failures. Multi-stage product evaluation, testing lab engagement, parent panel research, cashflow modelling, and supplier negotiation: the full commercial and compliance process managed as founder.

The Finance Angle

What most ecommerce directors and most CFOs miss is the other person's job.

The ecommerce director who cannot model the working capital impact of a new fulfilment model is flying blind. The CFO who cannot interrogate an Amazon PPC strategy is missing half the conversation.

I have sat in both chairs. That combination is genuinely rare and demonstrably useful when the commercial and financial decisions are the same decision.

Let's Talk

If you are building, scaling, or transforming an ecommerce operation and need senior leadership that understands both the commercial and financial dimensions: get in touch.

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