Leading the Digital & Omni Channel team, including the digital technology, product & engineering team, full marketing team, the commercial, CRO & UX team.Key achievements in the first year, delivered +70% growth YOY in Profit (like for like), enabled through rigorous review and optimisation of the P&L. - Delivery costs- delivered a full tender review of new carriers & re negotiated costs bringing delivery as a cost of sale down by -52%. - Fulfilment costs - through optimising ways of working with our 3PL, re negotiating contracts and driving increased picking efficiency & productivity into the warehouse, enabling a reduction in the cost per order by -23%. - Marketing efficiency- engaging with a new agency, driving a revised channel strategy & optimising investment between Marketplace & The Range products enabled us to increase marketing cost efficiency by +20%. This continues to be a journey as we leverage diversifying our channel mix, through SEO Optimsation and driving more sophistication through our Email & SMS programme. -Marketplace - carried out a full assessment of the Marketplace commission model & reengineered the structure, creating a tiered approach to sellers, to enable greater profit through this channel as well as increased support & sales opportunities for marketplace sellers. - Launched the Click and Collect proposition across the entire estate, offering a 1 hour collection, improving our multi channel offering and maximising cost & stock efficiencies. Currently leading an extensive transformation roadmap of a complete redesign of the customer experience, front end UI and funnel drop off points to re-engineer the experience, the technical infrastructure and capabilities to maximise top line sales. This is a sizeable transformation and requires high levels of leadership, change and new ways of working to enable the growth strategy.

Key achievements:Re shaped & created the forward planning and forecasting process, developing the'Driver Tree' as a core component of how to lift and drive performance, building strong robust plans to enable the ability to move the dial on commercial performance and have full oversight of the levers that drive topline sales, having absolute clarity of what lifted or fell short. In my first month mobilised the performance from top line sales growth with underlying contribution miss, to driving a contribution growth approach to bring the business back inline with current expectations. This was driven through optimisation of spend (pulling back where return wasn't efficient) & margin management in a high discounting category, mobilising a stronger margin position to optimise bottom line performance.This enabled us to get the right underlying profile in place before re framing back into topline growth, utilising the Driver Tree in a more intelligent way to drive performance.First month delivered a contribution growth +7% to forecast and +30% versus previous month. Accountabilities:- Fully accountable for the delivery of the commercial performance (sales/margin/contribution) of the global fast fashion pure player with website/app coverage across UK, Europe & USA.- Accountable for enabling best in class consumer experience through digital fascia's driving a test and learn approach to continually optimise the experience and devising a strong trading plan, pulling key levers to deliver optimum performance.- Leading and coaching a high performing digital trading team which covered, Heads of Trading, Head of Pricing, Web Analytics, UX & Trading Mangers & Visual Merchandisers.- Creating a data driven, consumer obsessed way of working to drive fast paced and sustained growth.

This was a newly created role in Clarks with an accountability of building a global framework for our digital marketing strategy, driving an aligned consumer experience across owned and third party platforms, developing a robust and effective way to gain efficiency and visibility of our global spend and ensuring an engaging and relevant content plan to deliver the seasonal campaigns, across all digital touch points. Improving the activation and subsequent user journey across all activities to drive increased conversion rates was a key deliverable. Key areas of development and new initiatives I kicked off centred around a global CRM programme, an attribution POC and a Global UX/Content framework to evolve our digital experiences whilst gaining levels of consistency globally. This role was done in conjunction with the UK Head of Marketing role with an 8 month cross over period due to a long recruitment process to replace me in the UK Marketing role.

Accountabilities:• Working directly for the CMO within the Global Marketing team & partnering with the UK & ROI President to deliver the regional marketing strategy and spend efficiency across all marketing channels. (Performance, Retail, Wholesale & Media)• Driving Brand growth and desirability, consumer acquisition and retention in the UK/ROI through strong strategies and programs, identifying new consumer insights and trends, driving new innovative product launches and re-promoting activities as well as creating Brand Experience at every point of consumer interaction. • Owning and promoting the financial accountability and accuracy of the Marketing investment, responsible for managing Regional Marketing Budget of GBP £12m.Key achievements:- Through the Covid pandemic, re focusing marketing efforts with a significantly depleted spend, drove more focus into performance marketing to optimse and deliver ecommerce growth. With 50% less spend YoY we managed to drive greater efficiency on that spend, whilst traffic was down -15% YoY through March – June (better than the spend trend), our conversion maintained strong + 16% at 2.84% and revenue grew +18% YoY through this period delivering £2.8m more turnover YoY. Relentless focus on efficiency and optimisng based on current market trends/conditions enabled this growth.- Back to School is the most important trading moment in the UK, through Covid it was essential we adapted to the new landscape. Driving a multi channel and multi faceted marketing campaign was essential, building service as a route to give consumer choice & confidence in us as a brand. Implemented two new services 1.Virtual Fitting Appointments and 2. Fit Guarantee as a new layer through our marketing activations enabled us to support the delivery of a BTS period that drove a record breaking ‘Back to School’ +17% YoY in pairs +32% in Gross Margin.

Oversees assignment based in Singapore to launch and build digital capability and distribution across the Asia landscape. Accountable for defining & delivering the digital strategy across owned brand.com and 3rd party marketplace sites, maximising commercial performance for the digital channels across a vast Asia landscape. Relationship Building with key partners across Asia from TMALL, Alibaba, Amazon and Locondo to drive continued business growth. Accountable for digital expansion across Asia through opening new distribution channels, building new capabilities and defining the consumer strategy. Accountable for setting the strategic direction across all digital channels collaborating with local market teams and full P&L ownership. Owning the Digital marketing & CRM strategy to drive business growth, leading digital transformation and coaching & leading digital capability across the Asia region. Successfully delivered owned brand.com in Japan and sizable digital growth in a very influential market. Successfully launched digital distribution and owned brand.com in Singapore & Malaysia. Successfully delivered through a local partner an owned brand.com, 6 marketplace sites and social commerce in South Korea.Launched two We Chat transactional stores in China as well as a fully integrated data platform across our China ecosystem to enable CRM capabilities. Delivered double digital and sustained digital growth over the two years, growing e-commerce sales from 10% of the Asia business to 35%. Successfully built strong working relationships to enable effective matrix management across a diverse cultural environment.

Leading a large team of digital experts across the European landscape to deliver commercial results and annual growth for the region within a global organisation. Accountable for delivering financial targets and P&L responsibility across Clarks digital channels including 5 locally optimized websites in the UK, Spanish, Dutch, German and French markets as well as all marketplace channels across the European region. Accountable for defining the seasonal content and trading strategy, website optimisation strategy and ensuring optimum consumer experience across all touch points to maximise conversion and deliver business growth. Working alongside digital director and wider digital management team to drive out a 5 year digital road map and expansion plans to ensure continued business growth and first class consumer experience. Team includes site trading managers, marketplace managers, visual merchandisers, content editors and front end developers covering everything from search and navigation, product placement, usability & UX, editorial content, copywriting, analytics, multi variant testing, marketplace partner agreements and generating/revising web pages.

Responsible for managing the Clarks range across www.clarks.co.uk website. Accountable for driving onsite conversion through website optimisation and delivering key KPI's and seasonal budgets. Managing stock and sales, seasonal range forecasting as well as the onsite visual merchandising and site optimisation.

Category manager accountable for the range construction, merchandising and budget delivery of two very successful online companies. Mens outsize footwear and clothing site -'Walktall' and Fashion footwear site - 'Look at my Crazy Shoes'. This role involved working with over 50 well known footwear and clothing brands to deliver the appropriate range for the online niche markets.Also responsible for the brand execution and how this was optimized across our digital and retail business. As part of this I would art direct and style all creative shoots as well as managing all digital media.