ABOUT ME


Advancing the skills, strategies and processes that drive growth for ambitious British & American clothing brands.

A LITTLE BACKGROUND

All the things that I have done…

Digital Marketing Strategy & Brand Builder

A 20 year history of helping brands thrive online


It all started in 1997. Way before the days of Google Analytics.
I made a simple change to copy on the checkout page of our hand-built ecommerce platform.
One simple change based on a single hypothesis, “will this help people to complete their order?
It did. You can actually influence the actions of people online! Wahey!

From that moment on, I’ve been hooked on learning and refining the marketing process.
How we can influence the action of our website visitors through the words and imagery we use.
Each step of our customer’s journey.
From the homepage to the order dispatch email and beyond.

Learning the value of truly customer-centred retail marketing

Through my 20 year career online I’ve either worked, owned or consulted with customer-centric, ecommerce businesses.
In 1996 a startup selling online in an industry afraid of the internet.
In 2000 a business asking customers to Name Their Own Price as competitors came to terms with customers wanting to shop online.
In 2004 starting my own business selling unknown brands in an exceptionally brand-centric marketplace.

Since 2009 I’ve consulted, trained and coached ecommerce entrepreneurs and marketing teams, near and far, large and small, on the process of customer-centred marketing. Through experience and a love of the industry and it’s people, my work now takes place exclusively in the Fashion & Lifestyle market.

Preparing clothing brands for their next stage of ecommerce growth.


Before we get into the work bit, I was raised in SW London, Hong Kong and spent 7 years in Indianapolis USA before the age of 18…

Let me attempt to condense my 20 years of learning and experience as an Ecommerce marketer into bullet points.

I’ll try to keep this short…

From Startup to the Biggest Travel Company On The Globe (1996-2002)

1995 – completed a degree in Economics with a dissertation entitled ‘Marketing on the Internet’ (this was 22 years ago….)

1996 – joined one of the UK’s first eCommerce startups as Head of Marketing (I was the marketing team) in London.

1999 – My first speaking event at the UK’s first Affiliate Marketing Conference.

2000 – Work documented in Jakob Nielsen’s Homepage Usability book published.

2000 – Joined Priceline.com (now the world’s biggest travel company) as European Marketing Director.

Saying ‘Screw It’ and Starting My Own Retail Business (2004-2008)

2004 – launched my own bootstrapped retail business focused on selling guitars from makers you wouldn’t find anywhere else.

2005 – The DIY guide to growth. Hand-built an eCommerce platform and wrote daily articles (this was long before the days before WordPress…) on a hard-coded ‘blog’.

2006 – Opened our first bricks and mortar (and wood and steel) shop in Ripley, Surrey and started taking on employees.

2006 – Earned the Fender Europe Top Dealer Award.

2008 – Sold 10,000 guitars and built a website that grew from zero to over 2.5m unique visitors in 4 years.

Selling my business and starting my consulting practice (2008 onwards)

2008 – Founded the Ecommerce Growth Company Ltd to advise and consult with retailers on online growth.

2009-2014 – Worked with clients including Pfizer, Channel Advisor, The Works, HSS Hire, Remploy, Gossard, Pretty Polly

2014 – Listed as one of 14 conversion experts you should be following by Crazy Egg

2014 – Listed as one of the world’s Top 25 most influential conversion rate experts by PPC Hero

2015 – Launched the Marketing Homebrew Podcast in collaboration with Content Revolution author Mark Masters

2015 – Published the first in my series of ebooks, Make What You Make Matter

2015 – Contributed to the How 20 Search Experts Beat Rising Costs ebook by Conversion Sciences

2015 – Training provider alongside leading CRO Experts for Conversion Machine

2015 – Speaking at conferences across Europe (inc. first ever trips to Greece and Latvia) to share insights to help marketers be more purposeful in their daily marketing lives.

2015 – Appointed to the advisory board at content marketing agency Contentology

2016 – Recognised on the UsabilityTools.com hall of fame – 32 conversion optimisation experts to follow

2016 – Published my second eBook, Emotive Selling For The Online Retailer

2016 – Currently writing my first full book, Untemplate, ready for publication in Spring 2017

2016 – Interview with Savage Marketing talking CRO

2016 – Speaking at events in Berlin, Warsaw and Bucharest during Oct/Nov 2016

2017 – Surpassed 120 shows of the Marketing Homebrew podcast with 40,000 downloads with listeners in 65 countries

2017 – Booked to speak for the 3rd time at the UK’s biggest retail fashion event, MODA

2017 – Hosted ‘5 Steps To Convert More Visitors Into Customers’ webinar with Veeqo

2017 – Currently working on the launch of the Ecommerce Growth Academy & Podcast – launching later 2017

2018 – Contributor to the Holistic Email Marketing report The State of Retail Email Subscribe Forms

2018 – Interviewed by TakeCare.io for their Customer Intelligence Masters series

2018 – Interviewed by Ecommerce Times in their 5 Ways To Build Community Around Your Brand article

THAT’S NICE DEAR

WHAT DO YOU DO NOW?

I advise senior management and train in-house marketers at clothing brands on the marketing processes that deliver next stage ecommerce growth. Clients are based in the UK & Europe and on the international stage (literally).

My clients typically already turnover £1m+ online each year. They have reached the point where growth begins to stall and are looking for advice on how to fuel continued profitable growth. An advanced level of customer conversion and retention strategy.

The role of the marketer has changed significantly. It demands insight. It demands creativity. It demands focus. Blending creative copywriting skills, analytical insight and a mission-driven marketing process to grow sales and enquiries.

I work from my home office in the lovely village of Prestbury Cheshire here in the North West of England. Two kids. One beagle. My clients are scattered across the globe in a variety of industries. I’ve worked with over 280 ecommerce businesses in a range of sectors. I have the continued privilege of travelling around the globe running workshops and speaking at conferences.


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