Angus Hayman Email & Phone Number

Cirencester, Gb

United Kingdom

Working closely with Akeneo's prospects, customers, & partners to help them to define their future vision and strategy around Product Experience Management and the path towards that digital transformation.Akeneo is the Product Experience company. We offer an easy and flexible SaaS PIM to organise and enrich your product catalog. Deliver impactful product experiences across all of your sales, marketing and customer support channels. Build product experiences. Unlock growth.

Field Work grow Direct to Consumer (DTC) brands as a full funnel ecommerce partner, from strategy to execution, from launch to exit. I led the business through a critical growth phase:▸ Led growth projects in Drinks, Health Supplements, Frozen Meals, Niche Health Food, Skincare and Make-up, and Female Sanitary. ▸ Reshaped the business focus, organisation & established processes with the Founders.

Led Ecommerce growth projects for DTC clients in categories: Low Alcohol Drinks, Health Supplements, Skincare, Make-up, and Female Sanitary.

Drawing on over 20 years in eCommerce leading strategy, trading and development P&Ls for a FTSE 250 retailer and start-ups to support SMEs build profitable eCommerce businesses. Projects include:▸ Collaboration with a digital agency to establish a turnkey direct to consumer (DTC) solution.▸ Relaunch of SecretSales.com as a fashion outlet marketplace (see Interim below).

Cheltenham / London

Led digital marketing, customer journey (UX, UI), conversion optimisation (CRO) and content for the relaunch of SecretSales.com as a fashion outlet marketplace.▸ Relaunched the website with a new proposition and journeys within 3 months.▸ Increasing conversion by >10%.▸ Refocused digital marketing on SEO and efficient paid channels.

Owned P&L, strategy, proposition and development. Led WHSmith.co.uk, Click&Collect, CultPens.com, Apps & eBay Outlet. Reported to Group COO. Led team of 45. Reports: Trading / Merchandising, Customer Experience, Content, Digital Marketing, Operations & Projects.▸ Profit increased from breakeven to £2m. Beat profit budget each year.▸ Market share increased to deliver 40% of Group sales in target categories.▸ Operating margin grown from 10% to >25%. ▸ Conversion rate… Show more Owned P&L, strategy, proposition and development. Led WHSmith.co.uk, Click&Collect, CultPens.com, Apps & eBay Outlet. Reported to Group COO. Led team of 45. Reports: Trading / Merchandising, Customer Experience, Content, Digital Marketing, Operations & Projects.▸ Profit increased from breakeven to £2m. Beat profit budget each year.▸ Market share increased to deliver 40% of Group sales in target categories.▸ Operating margin grown from 10% to >25%. ▸ Conversion rate doubled through search, mobile site, SEO targeting and page design.▸ Traffic quality increased, including building organic search from <30% to 70% of traffic.▸ Acquired CultPens.com then doubled it’s profit and sales in Year 1.▸ Launched WHSmith’s eBay store with 99.9% seller rating to add 15% to total sales in Year 1.▸ Positive brand sentiment on social channels transformed from 5% to >60% of posts.▸ Delivered market-leading entry to the eBook market before Kindle.▸ Topped the business-wide staff survey & retention rates.▸ Re-platformed twice to reshape the business model and enable growth. Show less

Appointed to turn-around WHSmith’s loss-making online division. Owned P&L & proposition for digital channels & marketing. Led WHSmith.co.uk, Click&Collect & White-Label sites. Reported to CFO. Led team of 16. Reports: Trading, Web, Marketing, Operations & Projects. ▸ Turned-around £2m pa loss to break even having diagnosed issues & agreed plan with CEO.▸ Proposition transformed through ranging, personalisation and subscription offers.▸ Operating margin increased from 0.2% to 10%… Show more Appointed to turn-around WHSmith’s loss-making online division. Owned P&L & proposition for digital channels & marketing. Led WHSmith.co.uk, Click&Collect & White-Label sites. Reported to CFO. Led team of 16. Reports: Trading, Web, Marketing, Operations & Projects. ▸ Turned-around £2m pa loss to break even having diagnosed issues & agreed plan with CEO.▸ Proposition transformed through ranging, personalisation and subscription offers.▸ Operating margin increased from 0.2% to 10% - halved fulfilment costs & negotiated margins. ▸ Conversion rate doubled through pricing, industry-leading navigation redesign & page design.▸ Traffic cost efficiency step-changed with interrogation of marketing & integrated campaigns.▸ Infrastructure overhauled to halve fulfilment costs and increase capability. Show less

A new internal consultancy role to identify categories and propositions to enter. Led the data insight team (3 reports). Reported to the Customer Offer Director.▸ Step-changed return on space with new digital and destination categories.▸ Delivered £3.2m contribution growth.

Reported to Transformation Director in a new role to ensure strategy delivery through governance and aligning senior stakeholders as Secretary to the Exec. Seconded to new CEO’s 5-person strategy review team I led the Group-wide proposition analysis.▸ Defined the proposition which raised company profit by 9% in Year 1.▸ Led trials on category mix, pricing, space and format which proved the benefits.▸ This proposition template transformed WHSmith’s performance from “beleaguered” to… Show more Reported to Transformation Director in a new role to ensure strategy delivery through governance and aligning senior stakeholders as Secretary to the Exec. Seconded to new CEO’s 5-person strategy review team I led the Group-wide proposition analysis.▸ Defined the proposition which raised company profit by 9% in Year 1.▸ Led trials on category mix, pricing, space and format which proved the benefits.▸ This proposition template transformed WHSmith’s performance from “beleaguered” to City star and is retained today.▸ Devised and implemented the governance system still in use at WHSmith. Show less

Stationery & General Merchandise Category: Step-changed Stationery growth by adding quantitative analysis to aesthetic decisions (eg. Christmas cards range) and introducing Good, Better, Best, Premium to enable trade-up. Owner of propositions, NDP & advertising.

Newspaper, Magazines & Convenience Categories: Increased sales and contribution in the declining News market by capturing new income from publishers to deliver customer-focused offers, e.g. Free water with Newspapers, and sales of data to publishers.

Appointed by MD of the new Online division to acquire customers with ads, strategic relationships and new digital channels. Recruited and led team of 4.▸ Grew sales through new channels including launching the inaugural store on Sky TV. ▸ Engaged store teams to distribute more ISP disks than Freeserve. ▸ Set-up processes to efficiently acquire customers with paid media.

Reported to Group Strategy Director to Manage and provide analysis support to Group planning process and consulting projects.

Appointed by Managing Director to lead development of the company's business plan and ensure its delivery through governance and senior stakeholder alignment.

Developed negotiation strategy for contracts worth >£7bn. 1 report.

Cross-functional training, Store and Project management.

Ba Hons, Economics & Politics

Diploma, Management Studies