FOUNDER & PRINCIPAL CONSULTANT
ARETE COMMERCE CONSULTING LTD
Total years of experience :14 years, 4 Months
As an e-commerce consultant, I drive growth for businesses in the digital world, ofering tailored services such as strategy development, marketing audits, and technology advisory. I also serve as a partner and brand expert for prominent companies, delivering actionable insights to enhance client performance.
Reason for Leaving: Start-up faced financial challenges and operational dificulties. Craft Distilling Group is a London-based start-up company specialising in craft distilling and production of premium spirits.
I led the e-commerce & marketing channel, I coordinated the creation and implementation of strategy, reporting directly to the CFO. I also managed the marketing department alongside e-commerce channel, focusing on strategic development and product launches. Additionally, I developed Google PPC and social media strategies to elevate brand awareness and engagement.
Key Achievements & Responsibilities:
• Increased revenue by 800% and total orders by 2300% in 3 months.
• Managed end-to-end e-commerce operations, including strategic planning and performance monitoring.
• Led cross-functional teams to execute D2C growth strategies.
• Improved SEO ranking achieving 100/100 onsite SEO score.
• Increased email marketing efectiveness, achieving a 30% increase in open rates and an 82% increase in click-through rates.
• Enhanced website performance through data analysis and conversion rate optimisation.
• Formulated and implemented CRM strategy to stimulate repeat purchases and enhance customer loyalty.
• Proficient in e-commerce tools such as Shopify, WooCommerce, Klaviyo, Google Analytics 4, and more.
B2B2C - OFF-TRADE GROCERY RETAIL (Tesco, Asda, Waitrose, Morrisons, Sainsburys) | Oct 2018 - Nov 2019
B2B2C - AMAZON 1P, OCADO & QUICK COMMERCE | Oct 2018 - Feb 2022
B2B2C - LUXURY RETAIL (Harrods, Selfridges, HN, F&M etc.), WHISKY SPECIALIST & QUICK COMMERCE | Feb 2022 - Jul 2023
D, E & I CHAIRMAN & COMMITTEE MEMBER | June 2021 - Jul 2023
Reason for Leaving: Transitioned to accept a leadership role with Craft Irish Whiskey.
Edrington UK is a leading global spirits company known for brands like The Macallan, Highland Park, Brugal, The Famous Grouse etc.
Brands I worked on (Whisky/Spirits): The Macallan, Bowmore, Laphroaig, House of Suntory, The Glenrothes, The Famous Grouse, Makers Mark, Jim Beam, Highland Park, Brugal, Auchentoshan, Naked Malt, Courvoisier, The Ardmore, Bols and Teachers.
I led ecommerce & marketing initiatives resulting in significant revenue and brand growth, with a 60% increase in digital shelf score. Achieved a 400% surge in Amazon sales revenue & 120% increase in the Luxury sales channel. Played a crucial role in global initiatives, collaborating closely with German and Italian teams. Provided guidance on joint business plans (JBPs) on a Pan-European scale.
Key Achievements & Responsibilities:
• Successfully launched digital-born whiskey brand Ardray in the UK.
• Developed and executed strategic ecommerce and digital media plans for leading retailers.
• Leveraged analytical insights to identify growth opportunities and drive profitable growth by 120%.
• Optimised A+ content, SEO rankings, and product discoverability, leading to a 60% increase in digital shelf score.
• Managed e-commerce budgets exceeding £1 million, aligning brand and marketing strategies for consistent growth.
• Achieved a remarkable 400% increase in Amazon sales revenue through strategic performance marketing initiatives.
• Led Social, programmatic & performance marketing strategies, boosting shopper recruitment effectiveness by 1400% and brand sales by 6000%.
• Collaborated with Amazon, retailers, marketing & brand teams to successfully launch new products.
• Established digital commerce KPIs and contributed to the advancement of the digital capability program.
• Chaired the Diversity, Equity, and Inclusion (DE&I) Committee, leading the development and implementation of DE&I initiatives and strategies.
Reason for Leaving: Moved on to accept a role in a corporate setting to broaden my experience. Tateossian, established in 1990 and headquartered in London, is a prestigious brand specialising in luxury jewellery.
Reporting to the Managing Director, I led the e-commerce channel to achieve record-breaking online revenue, the highest in the brands history.
Key Achievements & Responsibilities:
• Achieved an exceptional 1900% increase in revenue.
• Built and led a high-performing e-commerce team of 10 individuals.
• Developed a comprehensive e-commerce strategy focusing on content, SEO, social media, and email marketing.
• Responsible for End-to -End ecommerce across global markets: US, UK, Europe, Canada & Japan.
• Spearheaded successful website re-platforming projects resulting in a 40% year-on-year increase in conversion rate.
• Implemented an omnichannel strategy to integrate online and in-store shopping experiences.
• Launched a VIP club & a CRM strategy using Ometria, increasing customer engagement and loyalty.
• Increased customer lifetime value through targeted marketing campaigns, resulting in a 24% increase in purchase frequency.
• Introduced a jewellery personalisation module, driving an additional revenue stream for both online and in store.
• Managed web analytics and provided actionable & insights-driven reporting for team members and executive leadership.
• Demonstrated strong strategic planning skills in DTC activities, ensuring alignment with objectives.
As an Ecommerce Manager, I led and executed impactful e-commerce campaigns for both Tateossian.com and Thompsonlondon.com, achieving tangible results.
• Developed and implemented e-commerce campaigns that led to a remarkable 140% increase in website traffic and a significant boost of 114% in email marketing engagement and conversions.
• Optimised PPC, SEO, and social media marketing activities, enhancing overall online visibility and engagement.
• Strategically built and managed third-party e-commerce platforms, including Amazon 3P, Lyst, and Harvey Nichols. Actively engaged with key account managers to accelerate visibility and foster growth.
• Oversaw and orchestrated promotions, marketing activities, and event coordination, successfully managing key events such as Father's Day, Black Friday, Cyber Monday, Single's Day, and more.
• Led and managed a high-performing team of three e-commerce assistants, fostering a collaborative and result-driven work environment.
• Assisted in the set-up and launch of the new website.
• Merchandised the website regularly, including the creation of new products.
• Created, tested, and executed promotions, campaigns, discount codes and content pages
• Managed, analysed, and issued weekly reports and share insights to increase the effectiveness of digital initiatives.
• Used Google Analytics, AdWords & Facebook advertising to track KPIs.