Responsible for overall business strategy and execution, I drove further growth in revenue and EBITDA and led the successful sale from Bridgepoint to Mayfair Equity Partners (MEP) in Dec 2020, the subsequent IPO in July 2021 on the Main Market of the London Stock Exchange and the recruitment of a PLC Board and an Executive Team of six. The business returned to private ownership under MEP in April 2023.

Seraphine is the leading independent specialist maternity retailer, offering technically superior yet fashionable product to women throughout their motherhood journey. I joined the business in 2017 as COO as part of a planned founder transition shortly after the sale to Bridgepoint. Reporting directly to the Founder/CEO and PE Board I was responsible for growth and execution, owning the eCommerce, Performance Marketing, Technology and Operations functions.Through a focus on unit economics I drove the expansion and profitability of performance marketing, launching into new European and worldwide markets and doubling revenue and EIBTDA. At the same time I reorganised the logistics functions, first to hedge against Brexit and later to match the expanded global profile of the business.

Helping businesses of various sizes assess maturity across digital and data, drive innovation and fit optimal solutions to clearly defined problems that align to business strategy.

Led the Product Management, UX, UI, Digital Analytics, Optimisation & Data Science functions in delivering best-in-class Digital Experiences for the ASOS Customer and Data Driven Insight & Decision Making for the ASOS business. Team of over 50 individuals.After successfully launching a number of data driven products I was given the opportunity to reinvent our entire Digital Product Management function, making a number of senior hires and significantly expanding the team. I recruited a Head of Product and other senior team members, drove visibility of the Product Management team internally and began a cultural change within the organisation with experiences being conceived from Product down instead of Engineering up. I created squad team arrangements across Product, Analytics and Data Science to further fuel collaboration and innovation and reinvented the methodology by which internal investment was sought and measured.

Led ASOS efforts in Digital Analytics, Conversion Rate Optimisation & Data ScienceLooking to solve the product discoverability problem, I built a Data Science team that designed and delivered a home grown product recommendations engine, that was proven to outperform that of the incumbent tool by a significant margin. Deployed across Apps and Web product pages, this became a key part of the ASOS experience. I further expanded the capabilities of the Data Science team to better understand customer lifecycle metrics and help predict and address customer churn.

Built ASOS Digital Analytics & Conversion Optimisation functionsEarly in my career at ASOS I was approached by the eCommerce Director to build a Digital Analytics Team. After delivering ASOS Fashion Finder, this became my full time role in the business. I built a team of highly skilled Analysts that interpreted customer data on interactions with the ASOS sites to measure the effectiveness of digital marketing campaigns, identify customer struggle points and improve visual merchandising. Used by teams across the business, this information lead to ASOS becoming more 'data driven' than before.I further built a Conversion Optimisation team, focused on delivering small changes to the sites that improved key KPIs to the tune of £10s of millions of incremental revenue per annum.

Designed & managed logistics and business intelligence of a new digital proposition for ASOS and the acquisition of a third party platform.I was approached by the founder & CEO of ASOS to join the business as part of a team to build ASOS Fashion Finder - a content generation platform that allowed ASOS customers to build 'fashion kudos' in the community, monetised through lead generation back to ASOS and other third party retailers. I lead the acquisition of a third party site on top of which the platform was developed, the business logic behind the aggregation of third party product and the business intelligence reporting.

Co founded a venture funded visual search / lead generation business acquired by Empora ltd in Jan 2011.I cofounded Pixsta in 2006 and, as COO, was a key a contributor to the evolving business model and oversaw the build out of all business support functions and led due diligence through investment rounds and the eventual acquisitions of assets and IP by Empora Ltd.

Managed existing and new investments of a HNWI family office. Including 12 months as a Non-Executive Director at Enterprise Accelerator ltd.I helped create Straub Ventures to manage the investments of the family office of a HNWI and was responsible for the analysis of existing and potential investments, the filtering of deal flow and all matters related to the execution of investment agreements.

Founded a networked gaming centre propositionI founded a business to explore the provision of a series of network gaming centres in the south west, bringing an idea that had seen significant traction in South America and Korea. I raised seed funding and government backed loans but subsequentely closed the idea (and returned 99% of investment) when Sony launched the first PSP with inbuilt wifi and it became clear that high speed broadband would quickly proliferate.

Managed internal IT & Business IntelligenceMondus was a venture funded business to business marketplace founded by two Rhodes Scholars, I joined as the first employee and saw the business grow to over 150 people in 5 countries. I built the first internal IT systems and oversaw the implementation of the first business analytics package.