About

My name is Dean Maskell and I help consumer businesses rapidly acquire and retain customers online both in the UK and overseas.

I have 16 years’ ecommerce experience of building global ecommerce teams from zero to 30 people, handling £7M+ a year budgets, agencies, technologies and delivering results.

My greatest achievement to date is helping Wiggle, a former small bike shop in Portsmouth become a £200M revenue a year online global sports retail giant.

Who am I?

I am a results’ driven, data centric, organised, grounded, detailed, thinker who enjoys developing people, introducing processes and building technology. 

My Wiggle Journey. Joined 2007, left 2016 – my 8 ½ years with Wiggle:

- 3^rd marketing employee, c. 20 full-time staff (exc. Warehouse temps)

- Hired by the founders, Harvey and Mitch

- 2^nd employee hire post Livingbridge PE investment

- Global Annual Revenue (inc VAT) from £10M to £200M, 45% CAGR

- Website sessions from 10M to 100M

- Selling into UK, then exported to 160 countries via 13
- websites, translated into 10 languages, 11 currencies

- Overseas sales from zero to £80M+ in 7 years

- Part of the management team that sold Wiggle to Bridgepoint PE in 2011 for £180M

- From 2^nd biggest cycle online retailer in the UK to No. 1 globally

- From 18% UK market share to 32%

- From £100K online marketing spend to £7M+

- 3 marketing employees to 60

- 20 full-time staff to 450+

My Baker Ross Journey

- Increased EBITDA from £4M to £5M, +25% YoY

- Increased online revenue from £13M to £17M

- Increase online revenue growth from +4% YoY to +30% YoY

- Global sessions from 4M to 7M, +40% YoY

- Increased mobile revenue by 107% YoY

Experience:

- High growth - UK & Overseas

- Exceeded KPIs

- Management style = Wiggle Way

- Pure play, retail

- £7m budgets

- Customer Acquisition - core