Clever Conversions

Founder & Lead Consultant

Australian D2C Brands

As an eCommerce Growth Advisor, I specialise in assisting Australian D2C businesses in a partnership model that includes a blend of strategy and execution.

This support can range from a singular transformation project to an ongoing advisory role.

PODCASTS & WEBINARS
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eCommerce Australia: https://t.ly/rmlWz
Add To Cart Campus w/Nathan Bush - Lunch n Learn: https://t.ly/JiP7O
VWO: https://tinyurl.com/yf6vu7fh
More2Marketing: https://t.ly/pWap1

eCommerce Growth Advisor

Optus

- Product Owner leading a team of 10, directly responsible for the app's recharge purchase funnel, generating over $300 million annually.
- Established the first company-wide A/B testing program for the My Optus App.

Digital Product Owner - Optus Mobile App (Prepaid)

As the eCommerce Manager, I led a squad of 10, focusing on strategy, driving business results, and delivering exceptional customer experiences.

In this role, I achieved 3 x consecutive years of year-on-year growth and was awarded the prestigious #1 Club Award for the top 1% of sales performers company-wide.

Senior eCommerce Manager (Prepaid)

• Direct accountability for the prepaid device P&L of $70m+ revenue
• Managed profitable growth of the Optus portfolio achieving the highest market share in over 3 years
• Marketing lead for vendor negotiations, working with partners to deliver pricing, rebates and marketing plans which gave Optus a competitive advantage in the market

Product Manager - Prepaid Devices

•  Go-to-market leader, successfully launching over 30 devices with major brands including Apple, Samsung, Nokia, Blackberry, Motorola, Huawei and many more.
• Led cross-functional teams to develop and execute device launch plans 
• Recipient 2011 Consumer Marketing Award
• Member of the 2012 Aspiring Leaders Program

Marketing Executive - GTM Postpaid Devices

• Assistant Manager for Optus' 2010 Football marketing communications campaign
• Optus' largest campaign of the year including television commercials, PR, social media, outdoor, direct mail, events, hospitality, print, catalogue and in-store advertising
• Direct accountability for the management and execution of the online strategy, SBS partnership, Sydney Festival of Football partnership and all FIFA marketing communications

Check-out this amazing TV ad we created with our agency partners M&C Saatchi!

Sponsorship Executive - Football

Marketing Graduate - Customer Marketing

Football Jerseys Online

Founder & Chief of Everything (Side Hustle)

Lion Co

Credit Executive - Major Accounts and Wine

As Lead Consultant at Clever Conversions, I help Australian eCommerce brands boost conversion rates and improve user experience through:

1. In-depth Audits

2. High-Converting Landing Pages

3. Strategic A/B Testing

I'm passionate about helping brands understand their customers and use data to drive growth, and I've been fortunate enough to share my insights as a guest on the following podcasts.

- eCommerce Australia
- Experiment Nation 
- VWO 
- More2Marketing

I've also run workshops for the ADD TO CART Campus and ECOM100 Communities.

WHAT BRANDS SAY
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"Ilan has effectively enabled us to fast track our business by bringing years of real-world experience into our business overnight." 

- Jim Holliday, Sharkskin International

”…any organisation looking to boost its eCommerce performance would benefit immensely from having him part of the team. He is a proven asset when it comes to driving sales growth.” 

- Maurice McCarthy, Managing Director, Customer Success, Optus

"This was definitely money well spent for us" 

- Chris, Owner, Blissful Little Home

WANT TO LEARN MORE?
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Book a complimentary website review, and we’ll show you how our blend of data insights, marketing strategies, and user experience principles can create a measurable impact for your brand.

Get in touch by clicking the link at the top of my profile or via DM.

Ilan Hurwitz

Data Made Simple

Turning data into action for beauty and fashion brands. I specialise in developing clear reports, strategic insights, and analytics training for a unified, data-driven team.

Lead Digital Strategist

Benefit Cosmetics

At Benefit Cosmetics, a leading beauty brand within the LVMH portfolio, I led a thorough evolution of our digital marketing capabilities:

Built Strategic Digital Team: Hired in-house talent, agency partners, and offshore teams to scale up our digital marketing capabilities. This allowed our in-house team to focus on best-in-class product launches, while stepping away from technical and repetitive tasks.

Digital Operational Excellence: Built digital foundations by rolling out standardised campaign processes,  media measurement analytics, and lifecycle marketing tools. This stage was pivotal in streamlining our day-to-day marketing team operations, and helping the team to become data driven.

Agile Digital Iteration: Championed rapid testing through the team, exemplified by an SMS & Messenger strategy that reduced our cost per lead by 50%. This agility in digital transformation was recently showcased in a masterclass across LVMH and rolled out across other regions.

Analytics Transformation: Developed a set of PowerBI launch dashboards at a regional level. These dashboards are now relied on by global business teams, helping them benchmark product launch performances against historical data and industry standards.

Head of Digital

Beach House Group

Home of BEIS Travel, PATTERN Beauty and MOON Oral Care. Guided business strategy with insights and reporting commentary, from zero to $100m brands in 4 years.

Created automated reporting business dashboard, consolidating all sales and marketing activity across retailers.

Developed expertise in launching and scaling products on Amazon for Amazon start-up brand Hip Cub.

Created custom CRM with offshore team to guide business decisions (LTV, cross-purchase analysis, purchase gap etc) & improve retargeting +50%.

Digital Marketing & Insights Lead

Hip Cub

Developed expertise in launching products on the Amazon marketplace, and growing sales rankings through optimising social, search and email activity.

Managed campaigns to drive awareness and conversion, leveraging tailored social, email and web activity based on their customer journey. Our most successful 24 hour campaign drove 20x ROAS in the lead up to Black Friday.

Built systems to improve marketing attribution through Amazon channel. This in turn allowed Hip Cub to redistribute our marketing spend to increase our ROAS.

Digital Marketing Manager

ClientMetrics

I helped brands make data-driven decisions through:

1. Removing bottlenecks: I worked with marketing, sales and data teams to automate sales reporting processes
2. Creating clear dashboards: I built actionable dashboards that addressed the core business needs
3. Upskilling teams: I helped teams embrace their reporting as their single source of truth, and trained power users to undercover deeper insights and become data advocates for the business.

Also developed own SaaS startup Topperoo into leading online product designer for
the cake decoration industry, still growing today as a fully automated and outsourced business.

Director

Danone

Responsible for growing category sales within Pharmacy Channel, and maintaining Nutricia's strong presence within the market. Developed and led long-term channel plan for the category, activated internally and externally to retailers.

Sales project lead for major product transition, building cross-functional stock transition plan and managing multiple internal and external stakeholders throughout project.

Managed $1.4m Trade Advertising & eCommerce budget for Nutricia, prioritising key activities based on Nutricia’s four ‘Big Choices’.

Developed and implemented Trade Marketing strategies to improve sales of Aptamil & Karicare products at shelf and online, through analytics and shopper insights.

Built strategies to improve Rate of Sale in the pharmacy and online channels, through education, recommendation and trials.

Shopper Marketing & Category Manager

Danone Waters

Category Executive for Asda, the second largest UK grocer, helping to build three year vision with retailer and setting up regular initiatives.

Client facing Category Manager for 2 x impulse accounts, growing sales with Total and Esso buyers in their £50m Soft Drinks range through category strategies & range reviews.

Delivered 95% distribution of Danone’s new product listings within Total and Esso, driving an additional £300k of sales.

Implemented strategies to grow Evian share, by developing Brand Plans and driving insight for seasonal brand campaigns through shopper research, including Wimbledon Tennis sponsorship. 

Part of the winning Volvic ‘Touch of Fruit’ cross functional team in 2012, achieving the ‘Grocer Gold’ award for best Soft Drinks Brand.

Created and maintained an in-depth toolkit of category resources & selling slides to help NAM's sell to the trade, delivering incremental new product listings throughout the year.

Strong proficiency in analysis tools (eg Nielsen, Aztec) to build compelling category stories.

Category Development Executive

Drove regional sales of Danone's brands by building strong relationships in store.

Managed top 4 accounts, Tesco, Asda, Sainsbury's and Morrisons at regional level. 

Initiated store incentive programmes which generated up to £1000 of incremental sales per store per week. 

Mentored new graduates into the field.

Territory Manager

Atkins (London Underground)

Consultant Project Manager for London Underground. Successfully completed embankment works on site at North Harrow, to time and budget, through liaising with the designers, principal contractors and engineering project team.

Project Manager

Atkins

Rail design for a multi-million pound seaport development, London Gateway.

Bid support and project planning on major engineering projects including the London Thameslink project.

Established graduate network for Atkins' seven London offices, to share learning experiences and build professional networks. Events co-ordinator for Croydon office of 100 staff.

Graduate Civil Engineer

Digital Strategist with 14 years of sales & marketing experience within both fast growth eCommerce startups and large FMCG brands, most recently at Benefit Cosmetics (part of LVMH). Highly skilled in translating complex data into clear and actionable insights.

DATA DRIVEN: I work best cross-functionally in streamlining business operations. With Beach House Group (owners of BEIS Travel, PATTERN Beauty, MOON Oral Care), I automated the data collection, created clear weekly business reports, and upskilled teams to uncover actionable insights to drive business growth.

LEAN STARTUP APPROACH: Founding and working in fast-paced startups, including one that has become a $150m brand, has taught me to find creative ways to scale economically. My experience building offshore teams and automating business processes has saved hundreds of hours in both small and large businesses.

James King

Excited to share something I’ve been working on with Beauty Work Friends: The Definitive Guide to Launching & Scaling a Beauty Brand.

It’s the community’s first digital resource and it’s built to give early-stage founders access to the frameworks, strategies, and insights that have shaped some of the most successful brands in beauty.

Created by 18 senior consultants (myself included) from across brand, product, marketing, and operations, this guide opens up the knowledge that helps great ideas become scalable, enduring brands.

The waitlist is now open. Join for early access, behind-the-scenes updates, and launch perks in January.

Join here: https://lnkd.in/g6cVHFQQ

Digital Strategist - Turning Data into Growth for Beauty Brands

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Ilan Hurwitz

James King

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The Battle

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}James King's LinkedIn Performance

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