Nik Fletcher

Rapha

From being the first digital product hire in 2016, my role grew to lead a new 13-person global digital & customer team managing 3-7 direct reports. I reported into members of the leadership team throughout and worked closely with all members of the C-suite on a broad variety of initiatives - including continual input to improve P&L performance, new business opportunities, and continually partner with technology & marketing directors.

Areas of responsibility: Digital Product, UX, Ecommerce, Content, CRM, Photo Studio, and Global Translations/Adaptations.

With the majority of Rapha’s revenue generated digitally, my role was extremely cross-functional - from pinnacle brand experiences, through to key commercial moments, bringing teams together to achieve great things.

- Successfully pitched and delivered C-suite for new experimentation programme, delivering multi-million-£ incremental revenue [>10x ROI] in UK and US.
- Drove multi-million-£ revenue increase through improved payment authorisation and authentication while delivering record low chargeback by re-building relationship with global PSP.
- Scenario modelling and post-launch profitability analysis of local market projects, e.g. changing delivery to “duty paid” in Taiwan, with 12 month review of customer base, retail cannibalisation and underlying profit.
- Built out connected brand ecosystem by connecting in-store WiFi opt-in to CDP
- Introduced abandon browse programme delivering significant incremental revenue while beating benchmarks for opt-out by 90% with AI tools for understanding shopper mindset and level of intent.
- Commitment to people development recognised by being the only non-C-suite mentor for Rapha’s first global future female leaders programme.

Head of Digital Experience

Reporting to the Chief Digital Officer, I was responsible for the product management of our digital touchpoints. Working closely with stakeholders at all levels, I led a team of product managers and UX designer to define and bring to life experiences that further Rapha’s mission to make cycling the most popular sport in the world, and deliver impact to both our customers and business.

Reflecting my strong project management and delivery skills, I also stepped up to deliver an end to end overhaul of our promotional go-to-market workflow across digital and retail through a period of senior management change. Delivered a +100% YoY increase in day one sale revenue through cross-functional leadership of the critical path planning. This approach and the behaviours instilled in the teams (many of which I would go on to directly manage) remained the base for all of Rapha’s promotional planning process through my time in the business.

Head of Digital Product

Following the re-organisation of the eCommerce teams, I moved to a broader role, recruiting a digital product team from scratch and leading the product team for the first end to end redesign of the Rapha digital experience in half a decade years. Working across the entire organisation, and bringing my knowledge from previous roles, we ensured that the award winning new site delivered across commercials, SEO and customer metrics while championing a refreshed visual language for the brand.

Also lead and supported the app team I’d hired to successfully pivot to a complete rebuild of the Rapha Cycling Club app, including with remote external teams. The app remains to this day the core of the Rapha Cycling Club membership offering, with half of all app-active members now seen in the app on at least 2 distinct calendar days each week.

Product Owner

Reporting into the C-suite, I incubated a new digital offering for iOS, educating the broader organisation on the possibilities in mobile apps, and opportunities for new engagement and business models. Responsibilities included prototyping proof of concept & building business case for the LT + board, forecasting P&L, hiring in-house team (across dev & design), educating a legacy tech-stack team around our roadmap to ensure API capabilities unlocked new CX opportunities for the app, and all the usual backlog and user story responsibilities. Project was successfully signed off by the board.

iOS Product Owner

Realmac Software

From April 2011 until April 2014 I oversaw the product roadmap and development for LittleSnapper (now Ember) and RapidWeaver. Ember became a particular focus as we built a small, dedicated team to reimagine how creatives store their digital media. Throughout this time, I managed (and continue to manage) the adoption of the OS X sandbox in RapidWeaver and bring the next major version to market. In this ongoing role, I’m responsible not just for direct-to-customer product requirements but also act as primary contact for third-parties developing for RapidWeaver. Working with our lead engineer, I defined and championed our strategy for adopting the OS X sandbox, document best practices for third-party developers and serve as liaison for these developers as they build plugins and other add-ons for RapidWeaver.

In April 2014, my role changed to one working alongside the company founder on all the Realmac apps, including the signing off many aspects of our product concepts, design, and roadmap. I was responsible for developing our cross-promotional efforts with other independent developers, and worked on better measuring and quantifying how people discover and purchase our apps.

In Q4 2014, I led our participation in the App Store “Apps for RED” initiative, where 25 of the App Store’s best apps went “RED” to raise funds for the Global Fund. I led our work throughout the initiative, liaising frequently external contacts, scheduled and managed development, and either produced or oversaw the creation of all creative collateral.

Product Manager

Responsible for customer service and quality assurance for all the Realmac products. Responsible for much of the design, development and release of RapidWeaver 5 - the next major release of Realmac's well-known Mac OS X application - as well as managing much of the day-to-day development of apps in the product portfolio.

Support & QA Manager

Joined Realmac Software as the first full-time customer support staff. Using my experience as a customer and user of Realmac's acclaimed app RapidWeaver I re-wrote the RapidWeaver manual which was made available for on-demand printing via Lulu.

In addition to customer support I was a part of the team that prototyped, developed and launched our first new Mac app in over 2 years: LittleSnapper. LittleSnapper redefined the tools creative use to manage screenshots and other creative collateral, and won great acclaim from users and press alike.

Customer Support Specialist

Strategic digital & customer leader with over 17 years experience in digital, customer experience and digital commerce, most recently spending 8.5 years at Rapha - the renowned global premium cycling lifestyle brand - growing to lead end to end digital experience for global eCommerce business.

I bring a strategic and commercial skillset and a deep passion for brand immersion, that drives customer-obsessed growth through relentless evaluation and optimisation of the end-to-end connected shopper journey.

Reporting to the Chief Digital Officer, I lead Rapha’s global ecommerce team across Digital Product, CRM, Ecommerce, UX, & Content, and internationalisation/adaptations all while working closely with in-market country managers & marketing teams, retail counterparts, and almost all other central functions including Finance, Technology, Brand, Marketing, Commercial Merchandising and Customer Care.

Alongside the day to day, I’m one of a number of senior leaders in our business who are mentors on the Rapha Future Female Leaders programme, and frequently brought in to manage other business critical moments with my expertise in digital, ecommerce, project delivery. Examples include: GTM on confidential, hyper-demand,collaborations with Palace Skateboards (2020, 2022), launch of Rapha’s new Mountain Biking business (2021), and other growth opportunities in our global commerce business (modelling, launching, and ultimately reverting changes in cross-border trade (DDU->DDP->DDU) to support our APAC growth efforts). All of these involved walking C-suite leaders through plans, journeys, and tradeoffs (with Taiwan DDP efforts being personally reviewed and aligned with chair of the board).

Taplio

Nik Fletcher's Linkedin Analytics

Want to drive more opportunities from LinkedIn?

Taplio

.css-1jgreyo{background-image:linear-gradient(284deg, rgba(39,43,72,1) 0%, rgba(33,47,183,1) 100%);color:transparent;-webkit-background-clip:text;background-clip:text;}Nik Fletcher's Linkedin Analytics

Want to drive more opportunities from LinkedIn?

Nik Fletcher's Linkedin Analytics