I began my career as an ecommerce analyst, using customer data, reporting and experimentation to understand what genuinely improved performance. Over time that remit expanded into trading, acquisition, marketing, technology and ultimately leadership.
At ProCook, I progressed from Business Analyst to Ecommerce Director. Along the way I led online growth from £7m to £35m, built a multidisciplinary team, and delivered work spanning conversion optimisation, paid media, CRM, international expansion and a UX-led website redesign.
Today I work hands-on with ecommerce businesses: clarifying the problem, finding the highest-leverage changes and helping to get them implemented. I’m particularly interested in useful applications of AI and automation — not as theatre, but as a way to make good work faster and more accessible.
Grew the ecommerce function from eight people into a multidisciplinary team spanning trading, CRM, SEO, UX, analytics and paid media. During that period, online revenue grew from £7m to £35m.
With ProCook founder Daniel O'Neill at the London Stock Exchange IPO
Led an international ecommerce rebuild and a UX-first website redesign to replace legacy technology. Established new operating rhythms that made delivery clear, predictable, and aligned with digital maturity goals set with Google.
In-housed paid media, built a 36-test conversion optimisation programme, and renegotiated key suppliers. This significantly improved both baseline performance and the underlying economics of the business.
He has an impressive ability to translate strategic visions into actionable plans.
His expertise and willingness to share his knowledge were instrumental in my professional development.
He truly cares about the team and developing people.
Tools and channels matter, but they should follow a clear diagnosis of what is constraining growth.
Good analysis narrows uncertainty and helps people act; it should not exist merely to look sophisticated.
A recommendation is only valuable when the team can understand it, deliver it and maintain it.
I prefer clear thinking, honest trade-offs and grounded recommendations to inflated language or theatre.
I’m interested in computers, useful software, history and the slightly obsessive process of understanding how complicated systems actually work.
Self-hosting applications, experimenting with home automation systems, and building lightweight automation tools to simplify everyday friction points.
Diving deep into biographies, historical geography, and studying the evolution of complex economic systems and human institutions.
Enjoying Cheltenham and the Cotswolds, exploring local hiking routes, and trying to balance screen time with active time outdoors.
Writing & Projects
I’ll use this space for occasional notes, small tools and experiments as they become worth sharing.
I’m always interested in thoughtful ecommerce work, useful technology, and people trying to improve how things are done. Some of the areas I tend to be useful in include:
Stepping in to guide teams, set operating rhythms, and manage scale.
Identifying exactly what is holding your revenue or customer experience back.
Setting up data-driven testing cultures and managing profitable acquisition.