Portfolio
From managing full website redesigns to launching smart trade strategies, I bring a hands-on approach to project management, SEO and digital campaigns. I work closely with developers and teams to create seamless user experiences and boost online performance.
Website Re-design | Project Management | Trading
RIXO
Led end-to-end project management for a complete Shopify Plus website redesign, overseeing developer coordination, new blog creation, SEO optimization, tracking implementation, and UI improvements to enhance user experience and performance.
I led key initiatives to enhance digital performance, including building a UX-focused development roadmap, which increased conversion by +36% in 6 months. As part of this I implemented a robust A/B testing framework to validate design and feature improvements. I also launched a successful subscription program that retained over 2k subscribers in it’s first 8 months. Other projects included introducing automated stock feeds and automated product merchandising to streamline inventory accuracy and availability.
Conversion Rate Optimisation | User Experience | Trading
Philip Kingsley
Conversion Rate Optimisation & UX | Email Marketing
gus + beau
I worked with the founder on optimising the eCommerce experience across both website and operations. Key initiatives included launching pre-order functionality, introducing upsell opportunities to increase basket size and AOV, and developing a bespoke ‘Build Your Own’ experience. I also expanded customer review visibility across the site and optimised email marketing through improved flows, segmentation, and creative to drive engagement and conversion.
POLOMI
Website Migration & Full Build
An end-to-end platform migration from Webflow to Shopify, delivering a full ecommerce build from the ground up. The project included website design and UX, custom Shopify theme development, pre-order functionality, transaction email setup, bespoke page templates, and custom-coded features tailored to the brand experience. The result was a scalable, high-end ecommerce platform designed to support growth while elevating the customer journey.
Jo Malone London
Digital Strategy | Trading | Account Management
Led the launch of their high-impact 3P trade strategy, managing stock package negotiations, and optimising performance across key digital marketplaces. Delivered growth through strategic account management and customer insights.
Selfridges & Co.
Trading | Merchandising | Brand Management
Lead coordinator within Selfridges’ Digital team, specialising in trading, merchandising, and brand management. Built a strong foundation in luxury e-commerce, driving commercial performance through data-led decisions and strategic brand execution, while deepening insight into the luxury consumer and their online behaviour.