OneAdvanced

Leading OneAdvanced’s digital transformation.

Delivered a triple-digit conversion uplift in my first 90 days through a rapid website redesign that flipped the site structure through 180 degrees, focusing on customer challenges over products.

Director of Digital Experience

Nodal Consulting

Boutique consultancy delivering digital transformation, eCommerce optimisation, leadership and team development consulting, and interim management to businesses of all sizes and sectors. 

Transforming digital customer experiences, eCommerce channels, digital products, and teams.

Founder and CEO

Tredz Bikes

Engaged by Halfords COO to lead an end-to-end eCommerce transformation programme redesigning Tredz complete eCommerce and customer account experience from discovery through design to delivery.
 
Conducted detailed stakeholder interviews and customer research to define high level requirements and create a detailed brief for digital design agency selection.

Facilitated agency selection process, from long list to short list, and final pitches.

Led both client and agency teams through design phase culminating in delivery of an Atomic UI Design System in both Figma and Storybook.

Designed a new content workflow incorporating Gather Content and collaborated with the Content team on selection of a new headless CMS Hygraph.

Defined and delivered a detailed personalisation strategy taking Tredz from zero to a fully personalised digital experience in clear stages complete with technology recommendations.

Led phase 1 of the delivery stage to develop and launch an all-new basket and checkout delivering a 4.5% conversion uplift. The remainder of the sales journey launches Spring 2023.

Digital & eCommerce Transformation Director

Vanarama

Engaged by Vanarama's CEO and Founder to create and lead a new Digital Products function combining UX/UI, Digital Design and Continuous Revenue Optimisation.

Won Best Digital Customer Experience - CX Awards 2020.

Led the UX/UI and CRO work streams within digital and business transformation programme.

Delivered an end-to-end eCommerce experience incorporating 3 product types and brands onto a single platform including an intelligent checkout delivering 50% faster completion times.

Utilised an external agency to deliver a successful CRO programme delivering a 56% uplift in quote requests and a 796% uplift in conversion.

Combined two existing teams and through restructuring and recruitment created a centre of Digital Expertise within Vanarama. The team was highly regarded and regularly scored 100 in eNPS surveys.

Head of Digital Products

Led the Digital and Customer Experience work streams through Discovery and Definition phases within RSA's Claims Transformation programme.

Utilised an external agency to deliver an extensive series of stakeholder and customer workshops producing a set of evidence based CX deliverables including end to end customer journeys, personas, and content strategy.

Head of Digital and Customer Experience

Yell

Defined and delivered a new Consumer Products strategy and organisation.

Defined new Consumer Products strategy focussed across three primary digital channels: mobile, web and AI/bots.

Defined a three-stage plan to realise the strategy: optimisation, enhancement, and future models. 

Delivered redesigns of Yell’s iOS and Android apps and yell.com website.

Embedded AGILE as development methodology across product and technology.

Designed and recruited a new Consumer Products function.

Southeastern Railway

Led the design and development of a new intranet delivered iOS, Android and Windows Phone apps.

Worked with internal stakeholders to define the strategy, architecture and delivery plan.

Managed a third-party vendor and internal resources from discovery to delivery.

Programme Lead

Homebase

Leadership of the Digital Channels team comprising Product Management, Digital Design, User Experience, Technical Solutions and Quality Assurance.

Cemented AGILE as digital development methodology expanding from 2 to 4 Scrum teams.

Defined a product roadmap for the 4 Scrum teams across a matrix of customer journeys and digital channels.

Trained as a Certified Scrum Product Owner (CSPO).

Head of Digital Channels

O2 (Telefónica UK)

Engaged on an interim basis to develop all O2 digital experiences: website, eCommerce store, iOS, Android and Windows Phone apps.

Won Website of the Year in 2014 and 2015.
 
Restructured and led the O2 Digital Customer Experience function comprising User Experience, User Interface, Design, Content and Analytics & Optimisation teams.

Led a cross-functional team of over 60 plus external agency resources to deliver a total transformation of O2 eCommerce store including an omni-channel click & collect shopping experience - the store redesign delivered an 11% conversion uplift.

Created and led a CRO programme blending internal and external resources to deliver A/B and MVT tests via Adobe Target - delivering a 20% conversion uplift.

Restructured the team and recruited new talent to create a stronger and more focused function, resulting in a significant uplift in staff satisfaction and internal feedback.

Head of Digital Creative and User Experience

First Utility

Engaged in an interim capacity to redesign and rebrand First Utility’s digital customer experiences and create a new Online Experience Team.

Head Of Online

Digital transformation and eCommerce development leader with over 30 years of experience across multiple industries and markets. I have consistently delivered high-performing and award-winning digital customer experiences for global brands.


Highlights  
- Expedia - 14% conversion uplift
- O2 eCommerce - 11% conversion uplift
- O2 CRO - 20% conversion uplift
- Vanarama CRO - 796% conversion uplift
- Tredz eCommerce - 4.5% conversion uplift
- United Airlines - 40% hotel booking uplift
- O2 - Winner Website of the Year 2014 & 2015
- Vanarama - Winner Best Digital CX 2020  

Expertise:
- Digital transformation
- Ecommerce development and optimisation
- Continuous revenue optimisation CRO
- Customer experience and journey development
- Digital product leadership
- Programme and project management
- Team development and leadership
- Organisational design
- Coaching and mentoring
- Process and workflow 
- Ideation
- Facilitation
- UX & UI
- Atomic UI
- Design systems
- Digital design
- Public speaking

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