A Digital and E-commerce Lead with over 20 years of experience, I grow teams and transform complex problems into seamless, user-centred experiences. My journey started in 1999 as an Interactive Designer. Since then I’ve gained a few years of expertise in user-centred and data-led approaches to the delivery of optimised customer experiences that drive conversion and grow businesses. Read more.
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What we miss when e-commerce performance is reviewed once a month
Don’y get me wrong… Monthly performance reviews are comforting. They give leadership teams structure. A…
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Why sales numbers can give leaders false confidence in e-commerce
Most leadership teams can tell you yesterday’s revenue, possibly last month’s conversion rate, and whether…
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Conversion Hierarchy and embracing the messy middle
During my time leading the digital team at The Royal Mint, I found myself at…
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Forecasting Website Traffic, how much search volume do you need?
Being asked “How much traffic do we need to generate?”, I believed would be a…
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Agreeing prioritisation of digital programmes and projects
In 2018, I pivoted from agency life into a corporate role, this was a huge…
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Optimising the performance of your customer journey, but where do you start?
It’s an age-old question: how do you know… How do you know it worked? How…