Description

Ecommerce lead with 10+ years’ experience scaling luxury and premium brands. I specialise in trading, onsite optimisation, conversion and channel planning, helping founder-led businesses strengthen their DTC foundations and unlock sustainable growth. My approach is practical, analytical and hands-on - from diagnosing UX and CRO gaps to aligning CRM, paid and organic channels around clear commercial priorities.

Industry field of expertise

Languages

English
Native or bilingual

Workplace preferences

Can work on-site

London (up to 50km)

arch4
Head of Ecommerce Consultant (Interim)
E-COMMERCE
August 2025 - Today (10 months)
Assessing ecommerce foundations for a luxury cashmere brand, including site structure, onsite experience, performance and core platform set-up.
Identifying UX/CRO improvements across mobile, navigation, PDPs and PLPs.
Assessing CRM and performance channel activity to strengthen customer journey and support key trading periods.
Coordinating site optimisation, analytics fixes and roadmap delivery with the founder and external partners.
Annoushka
Head of Ecommerce and Digital
LUXURY GOODS
August 2022 - December 2024 (2 years and 4 months)
Led the ecommerce function end to end for a luxury jewellery brand, covering trading, onsite optimisation, performance channels, CRM and customer experience.
Delivered a replatform and UX redesign that improved conversion, AOV and engagement.
Directed paid social, paid search and affiliate activity to align channel performance with trading priorities and collections.
Established a weekly trading rhythm, improved analytics visibility and built a CRO pipeline across internal teams and agencies.
Collaborated closely with founders, retail and creative teams to elevate the online journey and support DTC growth.
Manolo Blahnik
Senior Ecommerce Manager
LUXURY GOODS
August 2015 - August 2022 (7 years)
London, United Kingdom
Built and led the ecommerce function for a global luxury footwear brand, covering trading, onsite experience, international expansion and localisation.
Launched the first transactional site and delivered a full replatform and UX redesign that strengthened conversion and engagement.
Led SEO and SEA strategy - defining objectives, budgets and launch calendars - and reviewed agency performance against trading priorities and KPIs.
Enhanced product experience through improved merchandising, imagery, copy, variant structure and navigation across markets.
Partnered with merchandising, retail and wholesale to align assortments and availability with online demand, enabling stronger international growth.
Introduced customer service operations, fraud-prevention measures and duties/tax optimisation that improved customer confidence and profitability.