Bradley Lane

Bradley Lane Consultancy

Providing expert SME advice for start-ups, small and mid-sized businesses and service providers

Founder - Ecommerce & Omnichannel Consultant

London College of Fashion, University of the Arts London

Knowledge sharing with the next generation of experts covering digital, buying, merchandising and marketing.

Guest Lecturer

De Montfort University

EVOLVE

Co-hosting a monthly series of podcasts with a focus on interviewing those with commerce expertise.

UK Ambassador

Research Stream 

Providing strategic support to hedge funds and investors for the UK market

Industry Consultant

V&A museum

Responsible for driving the CRO & SEO strategies across membership, ticketing, merchandise and donations on behalf of the customer.

The first 100 days were about rebuilding the base since the team migrated onto Salesforce (SFCC), introducing an SEO agency across merchandise in readiness for Peak trading to drive quality traffic to the website, developing a content strategy and promotional calendar, recruiting and developing a new team, agreeing on priorities for the current and future roadmaps and conducting customer research to understand wants and needs. 

Next 100 days we’re about building a strategic business case for e-commerce and omnichannel for the next 3 years to seek considerable investment in team and technology. Enabling the museum to stand out and be recognised as a website of excellence.

A very hands-on role where my span of control was wide and I was given the freedom to test and learn with funding to improve the website experience as well as drive key website metrics.

Head of Omnichannel (Ecommerce Lead) - Contract

John Lewis & Partners

- Responsible for the team management of 55+ team members and 6 Managers to deliver digital content across 350k options. This included Copywriting; SEO, brand tone of voice & identity, Merchandising; launch, promote & end of lifecycle, Digital Assets; supplier photography, video, CADs & CGI
- Accountable for creating & delivering the strategic plan for Digital Content to reduce headcount over 3 years and delivery cost improvements of £750k
- Delivered KPIs ahead of plan; Improved speed of launch from 14 days to 5 days through overhauling end-to-end process of product launch and understanding pain points. Working with internal and external teams to improve the quality of data provided by suppliers. 
- Established strong relationships with Supplier Management to update branded contracts to drive better brand compliance
- Led the strategic relaunch of John Lewis & Partners online working with stakeholders to deliver to plan and challenge cost proposal for works carried out, negotiated with IT team to carry out tasks instead of using external agencies 
- Project managed the delivery of Direct to Consumer brands and brand extensions to drive incremental sales of £30m over 3 years and unlock fulfilment improvements for the business
- Introduced robotic automation to copy and merchandising processes and delivered headcount reductions of over 30% including the removal of 1.9m manual user actions annually
- Introduced CGI photography across Home and Outdoor Living and reduced photography costs by 40%, worked at pace through COVID to mitigate risk. Working with Supplier Management to tender CGI providers and negotiated the best provider for the business
- Lead role of the design authority when restructuring the team, working internally and with the immediate team to deliver plans, reduce costs and consider the employee experience through change.

Senior Manager, Digital 

- Responsible for Womenswear, Menswear, Nursery, Kidswear & Beauty online post photography to launch; Copywriting, Merchandising, Pricing, Customer feedback and site experience
- Delivered a 3-day improvement to the speed of launch online. Driving better relationships with internal & external stakeholders & working with suppliers to obtain the right assets first time to deliver world class service to customers
- Worked alongside Product teams including UX to improve on page experience and A/B test copy, merchandising & visual placements on PDP and PLP.
- Project management the introduction of BOSS brands to Johnlewis.com, working directly with the brand to deliver best-in-class experience for customers whilst being mindful of the Johnlewis.com standards
- Acted as project lead for the planning & delivery of Black Friday for online, delivering sales uplift of 250%, worked with teams to deliver market leading offers to differentiate against the competition and provide data to drive better availability. Met with key brands to share demand data to ensure sufficient stock was available for Johnlewis.com and that we had a unique point of difference with regard to assortment. Regularly presented to the Trading Board to share the progress of the plan
- Co-led the re-platforming of the Johnlewis.com website. Delivering improvements to the product page, brand presentation and reduction in web errors and customer queries. Year one saw sales uplift by 15%

Website Category Manager

- Accountable for creating and delivering the 3 year business plan for Fashion Online. 
- Working with third party agencies and forecasters to deliver a strategic review of the business that would deliver incremental sales over 3 years and position johnlewis.com as the go to destination for Womenswear, Beauty & Nursery assortments. From understanding the competitor landscape to using internal and external data to agree brands, option count, pricing strategy and customer appeal
- Worked with shop leaders to win ‘hearts & minds’ of shop teams to get behind online and support customers by delivering terminal sales and thinking online when products were out of stock. 
- Collaborated with buying teams to extend ranges online by 30% and introduced lower price points based on customer data and feedback sessions that I facilitated.
- Deputising for line manager and presenting to the Trading board as and when required

Business Development Manager

- Responsible for the trading and the selection of products for the Johnlewis.com website; Growing option count by 500% over 3 years based on category opportunities
- Worked with the buying team and agreed power brands to agree marketing spend, promotional calendar and shared internal data to grow the online business together
- Collaborated with Brand Creative team to deliver season publications; Negotiated space & spend by buying office based on seasonal priorities. Delivered publications on time and drove an improvement to costs from better planning and quicker resolution.
- Worked with contact centres to better understand reasons for product returns and acted as lead for improving packaging across Home to reduce write offs and reduction in contacts.

Online Trading Manager

House of Fraser

- Responsible for the product selection for area of control with an annual turnover of £8m.
- Reviewed brands ranged and introduced newness based on customer needs; Reviewing price point, style, colour, option count and margin contribution
- Completed a review of all suppliers and contributions they brought to the business. Improved margin by 3% from renegotiating cost prices, marketing spend and fixturing support in store
- Worked with suppliers to bring in newness ahead of competitors and negotiated brand exclusivity; Victoria Beckham, Linda Farrow Vintage, Moschino, Radley, BOSS and Chanel
- Encouraged honest & frank conversations to drive business together with supplier base
Introduced a trading culture within the team to maximise profit in season

Buyer - Luxury & Lifestyle Brands

Selfridges

Floor Manager - Menswear

As an Ecommerce & Omnichannel Consultant, I help start-ups, small and mid-sized businesses, and service providers to grow their online presence, optimise their customer journeys and achieving digital goals. With over 25 years of experience in retail and e-commerce, I have a deep understanding of the industry trends, challenges, and opportunities.

I started my career in physical stores, working for renowned brands such as Selfridges, House of Fraser, and John Lewis & Partners, where I developed my skills in buying, trading, business development, and leadership. I then transitioned to the online world, where I introduced innovative technologies and enhanced the customer experience across multiple channels. At the V&A Museum, I led a digital transformation project that increased online sales and engagement. 

My passion is to share my knowledge and expertise with others and to support them in achieving their digital ambitions. I offer strategic advice, practical guidance, and tailored solutions that suit the needs and objectives of each client. Whether you need help with omnichannel marketing, assortment, online retail, or anything in between, I am here to help you. Let's connect and explore how we can work together.

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