Description

I help consumer brands win online. With 10+ years across Amazon, L'Oréal and The LEGO Group, I specialise in turning eCommerce strategy into commercial results - from digital shelf optimisation and retail media to pureplay growth and JBP negotiation. I've managed £60M+ portfolios, scaled brands across major retailers, and built the playbooks that drive real revenue. If you need someone who knows how online retail actually works, and can hit the ground running, that's me.

Industry field of expertise

Languages

English
Native or bilingual

Workplace preferences

Can work on-site

Madrid (up to 50km)

Jet Set Go
Founder
TRAVEL AND TOURISM
October 2024 - Today (1 year and 8 months)
Cape Town, South Africa
Built a travel deals and inspiration platform from scratch - designing the website, content strategy, and subscriber funnel entirely independently
Grew an organically acquired audience of 1,000+ engaged subscribers with zero paid media spend, driven purely by content quality and strategic distribution
Developed and executed a multi-channel content strategy spanning newsletters, SEO blog content, and social media, building a loyal community of travel-obsessed readers with consistently strong open and engagement rates
Curated and verified real-time flight deals, developing a benchmarking methodology to identify and publish genuinely exceptional fares — building audience trust through accuracy and relevance
Designed and implemented end-to-end automation workflows to discover, filter, and publish deals at speed
Operated as a one-person business across product, content, strategy, and tech - demonstrating the same commercial rigour applied in corporate roles, at founder speed

Core expertise: content-led growth · audience building · newsletter strategy · SEO · workflow automation · full-stack business ownership
Digital Marketing Social media Wix Mailchimp SEO
LEGO
Senior eCommerce Channel Manager
E-COMMERCE
June 2020 - May 2026 (5 years and 11 months)
Slough, United Kingdom
Drove significant commercial growth across LEGO's UK&I eCommerce accounts, spanning both pureplay and omnichannel retail partners
Built and executed prioritised roadmaps for the digital shopper experience, turning strategy into measurable performance gains across key retailer platforms
Owned and optimised a full retail media budget across sponsored search, display, and affiliate channels - consistently improving ROI and account contribution
Grew retailer accounts by strengthening the digital shelf, improving product discoverability, and delivering best-in-class shopper journeys that convert
Partnered with Trade Marketing and Sales teams to align promotional activity to joint business plan objectives, accelerating account performance at key trading moments
Scaled eCommerce innovation across Western Europe through structured test-and-learn programmes, taking winning initiatives from pilot to full rollout
Core expertise: digital shelf optimisation · retail media strategy · shopper acquisition (search, social, affiliate) · eCommerce growth strategy · retailer budget management · cross-functional collaboration
L'Oreal
eCommerce Manager
E-COMMERCE
March 2018 - June 2020 (2 years and 3 months)
London, United Kingdom
Drove +35% revenue growth across a £60M pureplay eCommerce portfolio spanning 7 premium beauty brands including Kérastase, Redken, L'Oréal Professionnel, and Shu Uemura
Managed full P&L ownership across the top 4 beauty pureplayers, negotiating annual commercial terms and building joint business plans that consistently delivered above-market growth
Identified key growth opportunities and performance drainers through rigorous data analysis, translating insight into targeted account strategies
Led the onboarding and implementation of Edge (digital shelf tracking) across regional teams, improving product visibility and digital shelf compliance at scale
Implemented Salsify as a content management solution, streamlining product setup and automating content distribution to eCommerce retail partners — significantly reducing time-to-live for new SKUs
Core expertise: pureplay eCommerce growth · P&L ownership · commercial negotiation · JBP development · digital shelf management · content operations (Salsify, Edge) · portfolio strategy across multi-brand environments