Portfolio
Wiggle (online cycle retailer)
I increased online revenue by +1,900% from £10M to £200M, over an 8-year period. I increased overseas sales from zero to £80M.
How was this achieved?
People – hired and trained 50+ marketing executives. Sourced the first international team (Japanese, French, German and Spanish). Set up and trained the group specialists (Social, SEM, SEO, Affiliates, CRO, UX, CRM).
Processes (& policies) – Introduced customer journey, bidding to the marginal £1, group / international matrix. First day pay-back, 12-month econometric modelling and cross-device attribution, web development prioritisation based on margin.
Technology – Responsible for leading Wiggle’s £15M front-end website (desktop & mobile) investment Capability Upgrade Programme (CUP). Purchased all the domains, launched 12 overseas websites, trading 160 countries, 10 languages and 11 currencies. Introduced search / navigation (Endeca), Product (Bazaarvoice) and Seller (TrustPilot) reviews. Introduced paid search bidding software (Kenshoo, Marin). Set up data insights using Google Analytics Premium.
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I increased online sales from +4% YoY growth to +30% YoY (from £13M
to £17M). I also achieved their most profitable year to date, adding £1M EBITDA,
a +25% YoY, from £4M to £5M.
How was this achieved?
Revenue growth achieved from more web visitors (specifically Paid Search), higher website conversion rate and using CRM to increase retention.
Web visits increased by +40% from 4M to 7M, doubled paid search sales & increased mobile conversion rate by +38% YoY.
People – replaced agencies with an in-house UK / Intl. team. Trained them on PPCs. Introduced Personal Development Reviews (PDRs). Gave stakeholders confidence in increasing spending on paid search through clear attribution and ROIs.
Processes – introduced customer journey process, PPC restructing, margin £ bidding, website re-categorisation, mobile first & NPS customer first focus, brand values.
Technology – introduced bidding software (Marin), automated banner merchandising, tiered navigation / filtered attributes, CRM software (Emarsys) and web page cache to increase page load speed (Akamai).