Description

I’m a fractional / independent Ecommerce Director and strategic fixer (ex-Missguided & Brainlabs). I help £20m+ retail and DTC brands unblock stalled growth and de-risk major change (replatforms, rethemes, apps).

Recent results include a replatform delivering +11% conversion and a native app launch achieving 10-month capex payback.

Typical engagements:

Diagnostic sprint (2–4 weeks): isolate constraints across journey, trading cadence, measurement, and delivery risk; produce a board-ready plan

Fractional leadership (1–2 days/week): align teams, establish trading rhythm, and execute the roadmap

Programme de-risking: governance, scope control, stakeholder alignment, and delivery leadership across internal/agency teams

I’m comfortable board-to-team, pragmatic, and focused on measurable outcomes.

Industry field of expertise

Languages

English
Native or bilingual

Workplace preferences

Can work on-site

Manchester (up to 50km), London (up to 10km)

Centre Channel
Founder and Principal Consultant
CONSULTING AND AUDITS
September 2023 - Today (2 years and 9 months)
Manchester, United Kingdom
Independent Ecommerce Director & strategic fixer (ex-Missguided & Brainlabs). I help £20m+ retail / DTC brands fix stalled growth and de-risk transformation (replatforms, rethemes, apps). Recent results: led a replatform that lifted conversion +11%; launched a native app with capex payback in 10 months. I work board-to-team across trading, CRO, analytics & measurement and delivery to align priorities and execute fast.
E-commerce Strategic planning Digital Transformation Shopify Customer Journey
Abbott Lyon
Technology Consultant
RETAIL (LARGE RETAILERS)
January 2025 - Today (1 year and 5 months)
Manchester, UK
Replatformed to Shopify Plus - resulting in an 11% increase in conversion.

Leading the strategic direction for future roadmap and technology investment.

Advising the team on structure and key person hires to support growth and scale.
Shopify Plus Digital Transformation E-commerce Customer Journey
ARNE
Ecommerce Consultant
RETAIL (LARGE RETAILERS)
January 2025 - October 2025 (9 months)
Warrington, UK
Built a brand new custom native app, replacing a licensed platform. Paying back capex in 10 months through reduced operating costs and increased conversion.

Retheming the Shopify Plus storefront as part of an agency migration. Removing technical debt, improving uptime to +99%, and unlocking new feature development.

Migrating analytics tracking to server side. Improving conversion tracking to 99%, with a direct impact on ROAS.
Mobile application Shopify Plus CRO Digital Transformation Web analytics