Defiant | eCommerce Growth Consultancy

Founder

Blend | Customer Experience (CX) agency for Shopify businesses

Devised and implemented a new Customer Value Optimisation Service, enhancing the company’s strategic offering.

Lead the strategy for a range of clients, developing recommendations and strategic insight to help develop the businesses.

Determine schedule of work for clients, writing briefs and signing off creative and development tasks.

Running A/B tests to experiment with theories and hypothesis.

Run regular client calls, compiling, analysing and communicating complex data and theory.

Managing stakeholders as well as building and maintaining relationships with all key client decision makers at both senior and operational levels.

Effectively communicate and consult on complex subjects, identifying pain points and risks, providing solutions and defining programme scope and cadence.

Client 1: 
Increased revenue by 254% vs. Previous 6 months to over $5m.
This was done by increasing conversion rate by 60%, coupled with an uplift in average order value of 13%, whilst traffic volume only increased 15%.

Client 2:
Revenue increase by 61% vs. Previous 6 months.
14% increase in conversion rate to over 4.9%.
Increased subscriptions from 99 to over 480 in 6 months.

Head of Client Strategy

Eastside Co (Shopify Plus Agency)

Responsible for the management and development of a team of 20, consisting of a Client Strategist, Traffic Manager, Account Managers and Directors, and Project Managers. 

Led the restructuring of the Client Services department, defining roles and responsibilities, placing the client at the heart of the offering.

Devised and implemented efficiencies in the ongoing support of client accounts with both process and a more strategic, proactive offering. 

Conduct quarterly business reviews, developing strategic client plans and growth strategies.

Identify and develop sales opportunities with clients, negotiating commercial terms.

Drive and oversee the strategic direction of all client projects ensuring measurable ROI and business objectives are delivered.

Increased retained work by +4X with an enhanced strategic offering.

Head Of Client Services

Kyan

Client Partner

Gallagher Communication

Responsible for the management and development of a team of 11 consisting of Account Executives, Project Managers and Account Directors across 3 sites in the UK and US. 

Responsible for client accounts and growth worth in excess of £6m, with projects ranging from £40k - £1m+, managing opportunities, project pipeline and team capacity.

Oversee and identify growth and cross sell opportunities within the current client base ensuring targets are met.

Drive and oversee the strategic direction of all client projects ensuring measurable ROI and business objectives are delivered.

Effectively communicate and consult on complex subjects, identifying pain points and risks, providing solutions and defining programme scope and cadence.

Engaged throughout the sales cycle, responding to RFP’s, taking briefs, writing proposals and delivering presentations, facilitating workshops to engage and identify opportunities, as well as providing ongoing strategic input and support. 

Manage financial forecasting, P&L, budgeting and capacity planning.

Confident and experienced at managing all internal and external stakeholders as well as building and maintaining relationships with all key decision makers at C-Suite, senior and operational levels.

Responsible for compiling, analysing and negotiating commercial and supplier contracts.

Managing stakeholders as well as building and maintaining relationships with all key client decision makers at both senior and operational levels.

Determine and manage the current and future recruitment needs, as well as onboarding and management of Client Services team members.

Group Account Director

Flourish

Working with a range of brands across multiple sectors delivering new and updated branding, brand direction, online and offline marketing campaigns, internal communications, and strategic planning helping deliver against measurable business objectives.

Experienced in dealing with both B2B and B2C clients identifying and implementing effective growth strategies and plans for both internal and external communication. 

Delivered significant business development every year, acquiring, growing and retaining clients delivering over 90% client retention rate. 

Heavily involved with new business from initial contact through to pitch planning, writing and delivery as well as bedding in the client relationship, and strategic business development where relevant.

Managed and planned client and agency budgets.

Responsible for projects from initial briefing all the way through to final delivery. Keeping clients up to date with progress and ensuring the team stayed on brief, on budget, and on time to meet and exceed client expectations.

Led project and website planning both internally and with clients with solid understanding of both UI and UX across desktop and mobile solutions.

Led quality control with a keen eye for detail, overseeing all design and digital outcomes from branding through to collateral as well as digital design and development ensuring projects were on brand, on brief and on budget. Most of all ensuring that the solution was appropriate for both sector and market, and that a distinct USP was portrayed and communicated.

Director

Intelligent Digital Media

Website and UI Design, web traffic development, SEO, online and offline brand development, online advertising. Oversee the development of websites, Creation of print and offline design.

Design Director

Wisetiger

Working as part of the design team on website design, online media and design for print. Materials included websites, printed materials such as brochures, annual reports and promotional material.

Designer

Freeads

Lead the design and U/X of the website for several years, working on brand development both on and offline

Bearfoot Graphics

Logo and brand design as well as brochures and printed materials alongside website and presentation design.

Graphic Designer

Increasing Customer Lifetime Value by identifying, converting and retaining your most valuable customers

Has your growth stalled? Your customer acquisition costs have gone through the roof? And your customer retention could could use some improvement?

Despite all of this you need your eCommerce store to keep growing. More than that, you need to make a profit.

So, what's the answer?

A highly profitable, engaged customer base with high retention levels that you could confidently acquire more of, right?

By placing the customer at the heart of your offering, I help you increase your Customer Lifetime Value (CLV) by clearly defining your ideal customer profile. When you know who your target customer is, acquisition, conversion and retention all become much easier. 

Not sure where to start?

In 30 minutes I can tell you where you should be placing your money to get the greatest return on investment. Want to see it in action? Book a call with me by emailing jason@wearedefiant.io.

One thing to remember, not all customers were created equal.

When you acquire better customers, you retain more customers. 

When you analyse your retention data, you’ll find some customers are way more valuable than others. It’s time to use this data to enhance your acquisition strategy, delivering even better customers, which leads to better conversion and even better retention.

Rather than pitting acquisition against retention, I help you bridge the gap on growing your customer base by using learnings from one to enhance the other in an infinite growth loop. ♾️

Some call this an unfair advantage, I call it Customer Value Optimisation. 

Want to find out more about how it all works? 
Drop me a DM or email me on jason@wearedefiant.io.

I’ve worked with brands big and small. From start ups and challenger brands to some of the worlds biggest and best. 

I’ve worked with DTC brands such as Absolute Collagen, Oliver Sweeney, and Tropic Skincare to name a few, but some of the greatest success I’ve had has been taking unknown brands into millions of dollars of revenue (and more importantly, significant profit). One of the smaller brands I have worked with achieved over 5x growth in their subscriber base in 6 months, and saw their revenue increase by more than 60%.

The one thing that all of the brands I work with have in common is a growth mindset. Whatever the market conditions, they weren’t about to let that deter them.

If you want to know more about how Customer Value Optimisation can help grow your brand, send me an email on jason@wearedefiant.io or drop me a DM.

Jason Chappel

Worldpay

Driving eCommerce strategy and delivery for Worldpay SMB Global, empowering businesses at every stage of growth—from those just starting online to those generating over £50m in GMV. Leading and growing a team of world-class retail, payment, and technology experts, I ensure we work together with an aligned vision to deliver innovative, scalable, and seamless solutions that help businesses thrive.

With a deep understanding of eCommerce trends and a value-driven, customer-centric approach, I ensure SMBs have access to the tools and technologies needed to streamline operations, maximize revenue, and stay competitive in an ever-evolving digital economy. Passionate about creating impactful solutions that drive tangible results for businesses worldwide.

Vice President eCommerce, Global SMB

Dayshape

Supporting Dayshape, a leading resource management solution with GTM Partnership strategy and delivery planning. Collaborating directly with the CEO and other leaders to plan a detailed route to market and growth through partners, alliances and global systems integration and consulting firms like Deloitte, KPMG, PWC, BDO and more

Strategic Advisor

Visualsoft Ltd

I led Visualsoft’s Strategic Partners and Payments initiatives, helping deliver hundreds of millions in sales revenue to online businesses through the SaaS eCommerce platform. Key achievements include launching innovative solutions like VSPay (powered by Stripe) and VSVerify (powered by VerifyMyAge), simplifying tech management for mid-market merchants with a single-license model. By fostering partnerships with global tech vendors and creating value-driven strategies, I helped drive growth in the UK market, maximizing margins and showcasing the impact of integrated solutions in competitive sectors like commerce, payments, and logistics.

VP Strategic Partners and Payments

Leading Visualsoft’s strategic partnerships and driving our alliance programme 'Visualsoft Partners'. Supporting Technical vendors across Epos, Mar-tech, Payments and more to help growth focussed merchants thrive online. My team helps strategic partners (tech vendors, agencies, consultants, professional service providers and more) better support fast growth retailers and other key stakeholders to achieve their goals with our expert support and solutions.

Director Of Strategic Partnerships

** We're a Times Top Tech 100 digital provider **

Leading a team of digital platform and marketing consultants from Visualsoft's London and Stockton bases offering enterprise level SaaS Platform solutions and professional services alongside advice and strategy on digital marketing. Manage a UK wide team looking after ecommerce clients' Platform selection, SEM strategy - SEM, Online PR, PPC, eCRM, Social Development Email management, Affiliate Management, Consultancy.

www.visualsoft.co.uk

Enterprise Sales Director

Managing a team of 15 digital success experts, working with top-tier portfolio merchants to deliver growth from platform solutions, marketing strategies and campaigns.

Managing combined media spends from retailers of over £18 million annually.

Leveraging Visualsoft's expertise in SaaS eCommerce platform tech, plus multi-channel (SEO, PPC, Email, CRO, Social) strategies to give clients a class leading solution to achieve their objectives.

Responsible for a series of Visualsoft led initiatives, helping retailers learn best practice and become more commercially aware of what will deliver the strongest impact to their business.

Head of London / Director of Client Success

Launched the London office of Visualsoft - a leading ecommerce agency.

Working with key retailers in Visualsoft's portfolio, I managed replatforming and multi-channel marketing solutions for London based merchants.

Developed and nurtured pivotal relationships with 3rd party platforms and partners, notably with Google as part of their Partners Scheme - which has lead to Visualsoft being a top tier partner agency in the UK.

Grew a team of sale and client success managers to support our  growing merchant base in around London and the South  of England

London Lead & Client Relationship Manager

Hill Cross Furniture

Managed the platform, marketing, PR and online digital strategy of Hill Cross, a leading contract furniture (B2B) supplier to the hospitality industry such as cruise ships, bars, hotel chains, restaurants and cafe's and working with partners such as Disney Cruise Lines, The Priory Hospital Group, Hilton, KFC, Pizza Express and many more household names. Initially working on developing the new Hill Cross ecommerce site with leading technologies, my role then focussed on brand growth and awareness internationally. 

With a strong focus on our digital strategy and creating a well balanced complimentary marketing mix we grew Hill Cross from hundreds of thousands a year revenue to multi-millions in just a few years. Working with our partners in the UK and in Portugal and Italy (a centre of excellent furniture innovation) we worked on creating strong campaigns, excellent content and outreach/social campaigns all backed by in depth research, insights, industry knowledge and above all a fantastic team striving for fast growth.

I was also fortunate enough to have had to opportunity to design a few of the bespoke pieces we manufactured, which are currently in use on Disney Cruise Ships around the world.

eCommerce & Online Manager

Imperial Blue Finance

Developed online marketing and brand strategy for this leading London based property development firm.  Worked with the team at Imperial Blue to design and build and brand new website which would be industry leading with new innovative online tools to help property developers find finance and equity more easily online - a new idea in the property world.

Worked with the team on developing a new more compelling brand and created detailed digital marketing growth strategies including paid search management, SEO optimisation and PR strategies.

Consultant

Cavalier

Managing new British band Cavalier. Developing the brand, SEO, SEM strategies and online presence with social networks and a new website. Negotiated a sync deal for the bands songs.

Manager

About Me

I lead eCommerce strategy and delivery for Worldpay SMB Global, where I empower businesses at every stage of growth—from startups to those generating over £50m in GMV. My role focuses on delivering innovative, scalable, and seamless payment and eCommerce solutions to help businesses thrive in an ever-evolving digital economy. I work alongside a team of world-class retail, payment, and technology experts, fostering a unified vision to create impactful, customer-centric outcomes.

Before joining Worldpay, I spearheaded growth initiatives at Visualsoft, driving strategic partnerships that supported and scaled eCommerce technology vendors and digital services for merchants. During my time at Visualsoft, I was committed to enabling merchants to grow by connecting them with the right partners and solutions tailored to their unique needs. Additionally, I worked closely with agencies to create value-added services that enhanced their client offerings and bolstered merchant success.

Between these roles, I supported Dayshape in shaping their go-to-market (GTM) strategy, leveraging my expertise to help refine and position their offering for maximum market impact.

As an executive leader, I am passionate about fostering high-performing teams, driving organizational alignment, and delivering results-oriented strategies. Whether it’s speaking at industry events, collaborating with partners, or mentoring, I remain focused on enabling businesses to achieve sustainable growth through innovation and value-driven approaches.

Specialties:
Executive Leadership | Commercial Technology Strategy | Product-Led Growth | GTM Strategy | Customer-Centric Innovation | Payments and Fintech | Partner Ecosystem Development | Value Proposition Design | Revenue Optimization | Technology Scaling

eCommerce Expertise:
Retail Payments | Digital Commerce Innovation | eCommerce Strategy Implementation | Online Retail Analysis | Growth Enablement Tools

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