Description

I’m an international ecommerce and digital transformation leader with 20+ years growing and scaling DTC and omnichannel businesses across Europe, the US and Japan. I help brands accelerate growth, fix underperforming digital operations, and launch into new markets with clarity and speed.

I’ve built $150M+ DTC operations, led full P&Ls, delivered major turnarounds, and launched brands globally. Through DHW Digital, I work with founders, PE-backed companies, and established retailers that need senior ecommerce leadership without hiring full-time.

Recent impact includes:

• +15% revenue uplift for Aspinal in under 3 months

• Led digital turnaround at DCC Vital: +15% AOV, +20% RPU, NPS 62→68

• Scaled Deckers (UGG, HOKA) DTC to $150M+ and launched HOKA across EU (50–70% CAGR)

• Go-to-market strategies for US and EU expansions (Hawes & Curtis, Charles Tyrwhitt)

• Contributor to Unilever’s global ecommerce capability programme via Econsultancy

What I bring:

• Ecommerce acceleration & trading uplift

• GTM & international market expansion

• Digital transformation & platform rebuild leadership

• AI-driven personalisation and automation experience

• Fractional/Interim Director support to stabilise, scale or turn around performance

I specialise in stepping into complex situations, creating commercial clarity fast, and driving measurable results.

Industry field of expertise

Languages

English
Native or bilingual

Workplace preferences

Can work on-site

London (up to 50km)

DCC Vital (DCC Healthcare – plc)
Digital Director
E-COMMERCE
July 2021 - May 2025 (3 years and 10 months)
Digital Director responsible for rebuilding and scaling the digital business after a failed site migration. Led ecommerce, UX, product, data, trading and digital operations across a complex B2B/B2C healthcare group.

Key achievements:

Stabilised and rebuilt the digital operation after a high-risk platform migration that caused customer loss, errors and cancellation spikes.

Delivered major commercial uplift, including +15% AOV, +20% revenue per user, higher conversion and stronger repeat behaviour.

Raised customer satisfaction (NPS 62→68) and improved Trustpilot from 4.5→4.7.

Introduced measurement, CRO and data discipline, fixing site architecture, customer journeys and content relevance.

Led trading, CX & digital product teams to create a scalable roadmap focused on micro-conversions and friction removal.

Implemented AI-driven personalisation and automation (with EY), reducing operational overhead and improving engagement.

Owned digital performance and commercial planning, delivering a clean, measurable turnaround in a regulated sector.
artificial intelligence E-commerce Digital Transformation Strategic planning leadership
DHW DIGITAL
Consultancy and Interim Director
November 2019 - Today (6 years and 7 months)
Founder of DHW Digital, a fractional eCommerce & Digital Transformation practice helping consumer brands, retailers and PE-backed businesses accelerate DTC growth, scale internationally and fix underperforming digital operations.

What I deliver through DHW Digital:

Fractional & Interim eCommerce Leadership
Acting as Digital Director/VP for brands needing immediate senior capability without full-time cost.

GTM & Market Expansion
Launching brands into new markets (EU, US, Japan), refining value propositions and building scalable go-to-market plans.

Digital Transformation & Turnaround
Fixing trading issues, stabilising performance, rebuilding digital capability and launching high-impact roadmaps.

Trading & Conversion Optimisation
Improving revenue per user, AOV and conversion through CRO, improved journeys, testing and better trading discipline.

AI & Automation-first Operations
Introducing automation, personalisation and efficient operating models to reduce cost-to-serve and scale efficiently.

Recent work includes:
Mars (impulse eCommerce strategy), Aspinal of London (rapid trading uplift), New Look (full eCommerce audit), Thought Clothing, Sport Factory (OOFOS & Feetures), TinniSoothe
DECKERS BRANDS (UGG, HOKA, TEVA)
Multiple Roles Incl. Senior Director, DTC EMEA Japan
January 2010 - January 2019 (9 years)
Built and scaled EMEA ecommerce business from zero to $70M, expanded to manage $150M omnichannel portfolio across ecommerce, retail, and Japan. Led team of 45 across digital marketing, trading, CX, development, product, and operations.
• Market Expansion & Growth: Launched HOKA in multiple EU markets, delivering 50–70% CAGR
• Revenue Leadership: Grew ecommerce, mainly UGG to 20% of EMEA revenue (~$70M); managed total DTC portfolio of $150M with weekly sales cadence
• Digital Transformation: Rebuilt digital infrastructure (site, martech, CX) in $1M transformation project, implementing SEM/SEO and digital shelf best practices
• Omnichannel Excellence: Pioneered Click & Collect, Endless Aisle, Click & Reserve, driving +7% revenue and +10–20% conversion
• Japan Turnaround: Unified operations and inventory, delivered ecomm and business transformation, cut cost-to-serve by 2%, increased revenue by 15%
• Payment Optimisation: Led Adyen implementation; 30% reduction in payment-related costs
• CX & Team Efficiency: Improved NPS to 65; implemented agile squads, boosting productivity by 50%
• Retail Uplift: Opened 2 new stores, revitalised Printemps partnership, driving +10% profitability
• Recognition: Oracle Ruby Award (Ecommerce Value); Monetate Best Use of Mobile
E-commerce Digital Transformation leadership Marketing retail