Ross Allsop

PANGAIA

Head of Growth

LØCI

Joined LØCI as Head of eCommerce, leading their Digital & eCommerce teams alongside the DTC growth strategy for the business.

Head of Ecommerce

ThruDark

Working with an investment of Clark Group leading their Digital & eCommerce division. 

I lead all Digital & Ecommerce functions within the business as well as being responsible for budgets & reporting at a board level, as well as leading the team working with the Co-Founders to continue to grow the business worldwide.

ThruDark has grown exponentially in the last 3 years growing by over 300% YOY, scaling from a start-up to now a player in the global outerwear market.

Digital & Ecommerce Lead

Since January 2020 I have led the marketing & eCommerce team at ThruDark.

Head Of Growth Marketing

Clark Group

Working with the Clark Investment Group, heading up the growth marketing team, working with multiple brands to deliver their digital marketing strategy in the hospitality, e-commerce & retail sectors. 

The team currently works with a number businesses mainly in boutique DTC e-commerce, including Thrudark, Bremont, The Bike Shed, PRESS Health Foods, Wild Nutrition, The Relaxed Pub Co, Connock London & Coach House Inns.

We provide unrivalled support in digital marketing, ecommerce/web and PR to help businesses sustainably grow, whether that being in 1 channel or across the board.

Head of Growth Marketing

Digital Marketing Consultant

Mejor Clothing

In July 2017 I developed a concept for a men's clothing brand Mejor, which is a high-end menswear brand. I was solely responsible for the business until April 2018 when my business partner joined and went silent partner in December 2019.

Contact: management@mejorclothing.com

Marketing Director

The Video Club

I worked as a Digital Marketing manager of The Video Club, a product of Bafta & Oscar accredited Treehouse Digital, offering regular, quality video content to businesses around the UK & Ireland. Covering stakeholder management, performance marketing, social media, events, project management & account management of key accounts, I was the figurehead of video marketing strategies for the businesses we associated with.

Digital Marketing Manager

Fuse Digital Marketing UK

During my time freelancing I used this to work with several businesses to develop their digital marketing strategy, whether that was in traditional marketing or digital. I also strategically ran marketing campaigns within websites, SEO, social & PPC campaigns for 5 businesses during my time freelancing whilst completing two short term contracts, during this allowed me to have the flexibility to develop my core business at the time - Mejor Clothing.

Founder/Consultant

Dentons Digital

I moved to work for Dentons digital as a Digital Development Manager, part of the Dentons directories group to help build their already growing digital department in the South and West areas of the UK. 

During this role I would consult on digital marketing products for key accounts, curate strategy & project manage/carry out aspects of their marketing/commerce requirements covering - Websites, SEO, PPC, Social Media Marketing & Advertising.

Digital Development Manager

Renault Group

I worked at Renault during a very dynamic time in their history, during the release of Dacia, Renault Zoe and many other exciting vehicles. I was paramount to the day to day running of the showroom, curating and running in house marketing activity, organisation of quarterly events whilst exceeding sales targets and generating the highest profit margins possible across new & used car ranges.

Sales & Marketing Executive

Currently working with Clark Group, working with multiple brands to deliver excellent digital marketing activity & awareness in the hospitality, e-commerce & retail sectors.

I have recently joined LØCI as Head of eCommerce, leading their Digital & eCommerce teams alongside the DTC growth strategy for the business.

Checkout recovery is one of the biggest blind spots in eCommerce.

We obsess over acquisition and CRO (as you should) but the place where every decision is made is still one of the least optimised (yes, even with Shopify's 'extremely fast' checkout).

Almost 70% of checkout are abandoned, and a big share of that comes down to friction, broken codes, and poor visibility at checkout.

Most brands still have no idea what’s actually happening there - which codes are failing, which promos are leaking, or how often customers hit a dead end.
That’s starting to change. 

A new wave of tools is bringing visibility, control, and recovery into the checkout layer itself:
- Showing valid, margin approved codes when invalid or ghost ones are entered
- Mapping which promos drive real conversions vs. margin erosion
- Tracking failed payments, address issues, and discount misuse in real time

You’ve optimised everything up to checkout - now it’s time to optimise checkout itself.

Some of the best tools I'm seeing for this are RECVR, Brandback, Order Editing & Submarine - check them out! 

Would love to hear anything else on the market to try this BFCM, doing several pods on this over the next couple weeks and no doubt will be a key topic! 

Sam / Paul / Lauren / Chris / Nick / Stuart / Hamish / Adison / Sam / 🧔🏻 James / Kamil / Conor

#ecommerce #checkoutrecovery #conversionrate #growthmarketing #digitalcommerce #shopify #checkoutoptimization #retailinnovation

Directing High Growth | Success in 10+ Luxury Brands | Strategic SaaS Advisor

The future of marketing measurement isn’t about replacing people. It’s about enabling them.

There’s a lot of noise right now about AI taking jobs. But in marketing, the real shift is subtler and far more powerful.

Next year, the smartest brands won’t be using AI to replace their analysts, marketers, or finance teams.
 
They’ll be using it to connect them.

Because the real bottleneck in measurement isn’t just data.
 
It’s the distance between the people who see the numbers and the ones who act on them.

When measurement becomes agentic, when AI doesn’t just report, but interprets, advises, and even adjusts - teams stop reacting and start operating as one system.

That’s where the next wave of growth will come from.
 
Not from bigger budgets or louder ads. But from clarity, coordination, and speed.

AI won’t replace the marketer. It’ll make the marketer 10x more valuable.

And the brands that get this first will have an unfair advantage next year.

DEMA | Marcus | Henrik | David | Taimur | Fanny 

#AI #Marketing #eCommerce #DigitalTransformation #DataAnalytics #MarketingAI #PerformanceMarketing #GrowthMarketing #RetailTech #MarTech #FutureOfWork #CFO #BusinessStrategy #Commerce #Innovation

Stokely / Adam 📸

Didn’t drop the mic at NXT Summit… but did drop the bass later that night (cheers Neil) in a very unexpected B2B with that Gorgias Scottish man! 😅 

Amsterdam delivered as usual, last year I attended as a brand but this year felt more like home. 

An unreal few days repping the Swap team (Victoria, Max, Jemma, Lara, Ellie & Ben all smashed it!) leading the conversation how they’re reshaping eCommerce around AI-driven eCommerce ops, and the real connective tissue between cross border, inventory and post purchase.

Massive respect & admiration to Vollebak (Andrew & Trojan) and Lucy & Yak (Jonathan & Hannah) two of the most forward-thinking brands out there - for jumping in on stage and bringing it to life. The energy around how Swap is building the agentic commerce layer brands have been waiting for was unreal.

Great to catch so many friends and other brands I work with too the DEMA crew (Marcus, Henrik, David, Fanny, Taimur & Jessika) and Brandback (Chris, Wlad, Brian) all dropping heavy insight on Commerce Analytics, measurement (alongside exciting news around Agentic analytics), resale and AI visibility.

Huge shoutout to Martijn & the Ask Phill team for putting on an absolute world-class event. 

NXT keeps levelling up and firmly putting the Netherlands on the map as one of Europe’s most exciting eCommerce hubs.

#SwapCommerce #NXTSummit #AskPhill #EcommerceInnovation #AIFirstCommerce #ShopifyPlus #EcomOps #AgenticCommerce #AmsterdamTech #CrossBorderEcommerce

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A big one for brands on Friday - in collaboration with the Digital Leaders Club *Powered by Blu Digital!

The Pre-Black Friday Playbook – Winning the Incremental Game

Before the chaos hits, I want to help brands sharpen their edge. 

This session is all about going into Q4 with clarity and control - not panic, they'll be something in there for every operator & every size of brand.

I’ll be walking through how leading eCommerce & Digital teams are using the weeks before Black Friday to plan smarter spend, attract better customers, and create growth that actually compounds.

We’ll cover:
🚀 How to test channels early and see where your next incremental sale truly comes from.
🚀 How to measure what’s really working - beyond platform ROAS and monitor your Channel health index.
🚀 How to balance discounting with profitability and lifetime value.
🚀 How to build customer quality scores to focus your spend on the right audiences.
🚀 How to fix the cracks in conversion and checkout before the rush hits.
🚀 How to use CX - returns, delivery, service - as a growth lever, not just a cost centre.

This will be a practical, open session for anyone trying to make Q4 work harder - grounded in data, experience, and real operator insight.

If you'd like to join, DM myself or Jack to get the exclusive access link.

#eCommerce #BlackFriday #Growth #PerformanceMarketing #MarketingStrategy #DTC #DigitalCommerce #CustomerExperience #Conversion #Q4Prep #MarketingInsights #Shopify

📷 by Fanny / Jessika co-staring (p.s. I know this isn't Instagram...)

Honestly, it’s wild to think how the tables have turned. 

For years, SEO’s been the dark horse of digital, absolutely vital, yet constantly fighting for attention. 

Everyone knew it mattered, but few could actually see the ROI unless they looked under the bonnet and got their hands dirty in the data (and attribution).

Fast forward to now, and the game’s changed. AI visibility and AEO (Answer Engine Optimisation) are reshaping how people discover brands and now, it's leading to last click attribution, so people have finally started waking up. 

It’s no longer just about ranking in SERPs it’s about being understood, surfaced, and trusted by AI systems that are rewriting how search even works. And what’s mad is, this shift benefits the SEOs who’ve been quietly laying strong technical and content foundations for years.

Paid channels are already feeling the tremors. As AI starts influencing how ads are shown and how users search, the playing field’s about to be shaken up. Getting ahead now by building for AEO and AI visibility isn’t optional, it’s survival for so many and with paid AEO inbound, it's only going to get more competitive, setting the foundations now, will set you up for success.

The strategy’s simple, really: SEO first. AI visibility on top - the game has not changed, it's just got more exciting.

The fundamentals haven’t changed. Get your structured data right, nail your schema, publish genuinely relevant content, and then measure it all properly with something built for modern commerce like Glara.ai.

A DTC-first visibility tool that actually lets you see how your organic footprint performs in this new world.

So maybe just maybe SEO agencies have become the frontrunners in the AI era.
 
After years in the shadows, the spotlight’s finally yours and I'm excited to see what next year brings for the unsung heroes of commerce.

What a time to be an SEO - shoutout to my favourite people in organic search; Anthony Barone / Samuel Hurley / Tom Gandhi / Charbel Raffoul / Lawrence Hitches

#SEO #AEO #AIVIsibility #SearchStrategy #DigitalMarketing #Ecommerce #OrganicGrowth #SearchInnovation #GlaraAI #DTC #AICommerce #MarketingFuture #SearchEvolution #PerformanceMarketing #ShopifySEO #BrandVisibility 

P.s. here's a photo of me from a couple years ago with the back of Antonys head, it was all I could find (as GPT imagery still makes me cringe) - sorry!

Another year, another wave of rising costs and brands are feeling it everywhere.
 
Paid media is inflating. Shipping is tightening. Ops are overloaded. Unit economics are under pressure in the US and EU at the same time.

And now the EU is scrapping the €150 duty exemption in 2026.
 
This isn’t a minor rule change. It rewrites the cross-border playbook.
📦 Every parcel into the EU (yes, even under €150) will attract customs duties
🚧 New e-commerce handling fees drop later in 2026
💸 CAC, logistics, returns and fulfilment costs all trending upward
⏱ Customer expectations haven’t softened - they’ve accelerated as we move into a new era of Commerce.

What brands should actually be doing right now:
🔍 Dial in duty + tax accuracy so landed costs are predictable, not guesswork
🎯 Make paid media work harder - incrementality, CAC guardrails, channel & customer quality scoring
🛒 Upgrade CRO and user journeys - clarity, transparency, friction removal
🌱 Build low-CoS growth engines - AEO, SEO, community, creators, affiliate, referral loops to bolster your higher CaC channels
💰 Stress test pricing architecture before these regulations hit your P&L
🚚 Tighten fulfilment logic so new customs workflows don’t destroy CX

And here’s the truth no one wants to say out loud, most brands aren’t set up to handle the most basic of the above - the calculations, reconciliations, duties, taxes and cross-border logic this shift requires.

Swap is, & can get you there, fast. 

They've built the infrastructure that makes all of this predictable.
 
Duty accuracy. Tax calculation. Landed cost reconciliation. Country logic.
 
All automated. All compliant. All operationally clean.

If you want the breakdown of exactly how the 2026 rules impact your brand and what setup you actually need to stay margin-positive I’m dropping it in the comments.

#ecommerce #d2c #globalcommerce #shopifyplus #crossborder #internationalexpansion #retailtech #ecomops #growthmarketing #swapcommerce

Black Friday used to feel like an event. A bit of chaos, a bit of theatre. Now it’s a month long promo marathon where the “rules” change by the day, everyone launches early, and the whole thing feels a bit… tired. As a consumer, you barely notice it anymore. 

As a merchant, you mostly feel the blood drain from your face.But this year feels different - genuinely different. Almost like a collective turning point (for some).

For years, a handful of brands have been quietly testing smarter approaches: lighter incentives, value led campaigns, real community moments. But this is the first year I’ve seen it at scale. More teams have finally realised that racing to the bottom on discounts doesn’t guarantee results. There’s always someone willing to go lower, and that’s not a strategy - it’s an obituary.

What’s interesting is what’s replacing that mindset. Brands like about:blank, PICANTE, Finisterre and others are treating BFCM as a demand generation moment, not a margin bonfire. They’re building reward-led journeys for customers who actually want to be part of the brand, not just show up for a 40%-80% *Yes, 80% 🤦‍♂️ * off sticker. It’s a smarter value exchange with far less self-harm.

And underneath that, the metrics have changed. Instead of worshipping CPA/CAC with a 3 month payback like it’s the only KPI that matters (or ROAS 😮‍💨, don't get me started on that one), the better brands are evaluating customer quality, channel health, epROAS and long-term payback. 

They’re finally treating Black Friday as an acquisition play with longevity, not a frantic weekend of buying the cheapest traffic possible - which let's be honest, has and won't ever be sustainable.

It’s more measured, more creative, and far more sustainable. And in a landscape where the playing field is no longer fair and the charm has all but evaporated, this shift feels overdue.

Black Friday isn’t disappearing - far from it, but it is evolving. The next few years will get more immersive, more experiential, and a lot less bloodbath.

For the good of the industry, I hope this year really is the moment we look back on and say, “That’s when brands got smarter.” 🤩 

#ecommerce #shopify #blackfriday #bfcm #growthmarketing #brandbuilding #retailstrategy #demandgeneration #customeracquisition #performancecommerce #digitalcommerce #marketingstrategy

It’s kind of magic when the The Business of Fashion State of Fashion report basically describes a product without naming them.

The State of Fashion 2026 makes one thing clear: AI is the biggest commercial opportunity ahead for brands, but most initiatives still fail to scale or move the P&L.

DEMA have broken down the report and added their take on why that gap persists. The real blocker isn’t ambition or ideas. It’s the data foundation underneath everything.

Cohesive AI models combined with a solid data foundation are the key to unlock impact.
 
Driving the next best commercial move, not just another report.

The State of Fashion 2026 makes one thing clear:
AI is the most significant opportunity ahead, yet most initiatives still fail to scale...

We broke down the report and added our perspective on why the gap persists and what it actually takes to make AI deliver commercial impact.

The core issue is not ambition. It’s the data foundation.

Credit to BoF x McKinsey for the original report. Master piece as always and worth reading: https://lnkd.in/dr-sgiN8

This is Dema’s take on what the industry should do next.

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