Open to full-time roles · Bath, UK
I grow D2C revenue and conversion through
full-stack commerce execution.
I am an eCommerce Manager and systems lead driving D2C growth and CRO. I own full commerce stacks end-to-end - platform, ERP integration, automation, and custom tooling. 8+ years in the space, most recently heading up digital at Frog Bikes.
1700%+
D2C growth
£8M+
Revenue
8+
Years exp.
Stack & Tools
Built for conversion and growth
I optimise every layer of the commerce stack for conversion, retention, and D2C growth. Eight years of hands-on experience across platforms, ERP and PIM integrations, marketing automation, analytics, and custom tooling means I understand how each layer affects the others. Below is the technology I know well enough to own, configure, and build on.
Platform-agnostic - I've built and migrated on Magento, Shopify, BigCommerce, and headless stacks
Integration-first thinking - ERP, PIM, WMS, and OMS connectivity is where most commerce problems actually live
Comfortable writing the code - HTML, CSS, JS, TypeScript, and SvelteKit when the work requires it
Platforms
Integration
NetSuite ERP
AlumioMarketing & Analytics
KlaviyoDev & Tooling
Infrastructure
Results I Deliver
One person across the whole stack
Most commerce problems live in the gaps - between the platform and the ERP, between the technical team and the commercial one. I work across every layer, so there's always one person who understands how it all connects.
- D2C revenue growth through conversion optimisation and lifecycle marketing
- Platform performance improvements that directly impact checkout completion
- Data-driven experimentation and testing frameworks
- Retention strategy and customer LTV uplift
Platform Architecture & Development
Platform migrations, custom front-end features, CMS tooling, and long-term technical ownership - from the NetSuite SCA → Magento 2 move at Frog Bikes through to full development and platform management.
Conversion Rate Optimisation & Growth
A/B testing, checkout optimisation, product page performance, and customer lifetime value improvement. Retaining customers and driving repeat purchases through data-driven lifecycle strategies.
Systems Integration & Automation
Connecting platforms to ERPs, WMS, and marketing tools via middleware and APIs - primary owner of the NetSuite–Alumio–Magento integration covering products, orders, shipping, and fulfilment across D2C and B2B.
Commerce Ops & Project Delivery
Running D2C operations end-to-end as an eCommerce Manager - from Klaviyo lifecycle flows and performance marketing to bridging the gap between commercial and technical teams across multi-party projects.
Infrastructure & Internal Tooling
Self-hosting automation environments, internal tools, and services on Proxmox with Docker and LXCs - reducing SaaS dependency with bespoke in-house solutions built around the business.
One person, end-to-end
How it all connects
Most commerce problems don't live in one system - they live in the gaps between them. I know the whole stack: the platform, the integrations, the data flows, and the business logic behind them. Whether you're re-platforming, scaling operations, or untangling a messy integration, I can find the problem faster and build something that actually holds together.
Selected work
Recent projects
View project →eCommerce · Integration · D2C
Frog Bikes - Commerce Stack
Drove 1700% growth in monthly D2C revenue through platform optimisation, lifecycle automation, and conversion-focused development. Owned the full digital commerce operation at a specialist children's bike brand - platform, ERP integration, automation, front-end development, and day-to-day operations. Led migration from NetSuite SCA to Magento 2, built and stabilised the NetSuite–Alumio–Magento integration, and took full ownership of the stack from there.
View project →Development · Design
DLL Group - Digital Catalog
Designed and built a responsive digital catalogue for DLL Group's healthcare vehicle exhibitions - iPad-optimised, replacing printed materials at trade shows.
View project →Strategy · UX/UI
FordPass Transformation
End-to-end UX research and strategy to reimagine how Ford dealers sell cars and manage aftercare - mapping customer journeys across the full ownership lifecycle.
eCommerce · Integration · D2C
Frog Bikes - Commerce Stack
Drove 1700% growth in monthly D2C revenue through platform optimisation, lifecycle automation, and conversion-focused development. Owned the full digital commerce operation at a specialist children's bike brand - platform, ERP integration, automation, front-end development, and day-to-day operations. Led migration from NetSuite SCA to Magento 2, built and stabilised the NetSuite–Alumio–Magento integration, and took full ownership of the stack from there.
Development · Design
DLL Group - Digital Catalog
Designed and built a responsive digital catalogue for DLL Group's healthcare vehicle exhibitions - iPad-optimised, replacing printed materials at trade shows.
Strategy · UX/UI
FordPass Transformation
End-to-end UX research and strategy to reimagine how Ford dealers sell cars and manage aftercare - mapping customer journeys across the full ownership lifecycle.
Official Partner
Certified Shopify Partner
As a certified Shopify Partner, I help ambitious brands leverage Shopify's ecosystem to build custom, high-converting storefronts - from theme development and app integrations through to headless builds and D2C store management.
Get in touch
