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Hello

I’m Andrew, a digital director with a passion for building DTC brands.

During a 12-year career, I’ve worked for a mixture of global brands and high-growth start-ups, leading a variety of teams covering e-commerce, marketing, CRM, analytics & marketplaces. 

My biggest achievements have been scaling ASICS European e-commerce business to £70m in annual revenue over 5 years, and building Le Col from an early-stage start-up to the 2nd largest DTC cycling apparel brand globally.

 

I’m motivated by creating genuine industry-leading strategy. Having studied digital analytics at MIT and an executive MBA at Bayes, I possess the depth of knowledge and forward-looking skillset required to add value in a changing business environment. 

I approach work with an infectious enthusiasm for building brands, connecting with talented people, and enjoying the process. 

Resume⚬

Resume⚬

Resume⚬

Resume⚬

Resume⚬

Summary

Proven record scaling 8 figure e-commerce businesses.

Delivered award-winning acquisition & retention strategies.

International/cross-border expansion specialist.

Senior leadership experience at growth organisations.

Education

2021-23

MBA - Master of Business Administration at Bayes Business School [U.K] Concentration in Digital Business

2018-19

Digital Marketing Analytics at MIT Sloan School Of Management [USA]

2009-12

BA Marketing & Management at Newcastle University Business School [UK]

Work

21-Now

Digital Director at Le Col

2020-21

Head Of Digital at Le Col

2018-20

Senior E-Commerce Manager at ASICS Europe

2016-18

E-Commerce Performance Manager at ASICS Europe

2014-16

Global E-Commerce Manager at Ben Sherman

2013-14

Affiliate Marketing at Rakuten Marketing

A Focused Approach

Shopify alone has 4.5 million stores and over 7000 apps. That’s a lot of competition and a lot of distraction. With so much money invested in SaaS sales, the industry is obsessed with trending tactics and new tech at the expense of sound strategy. I believe it’s vital to spot the woods from the trees and focus on the strategic areas that will grow your business.

Customer

Understand your customers and composition of customer base. 

01

Conversion Rate 

Improve conversion rate through systematic processes.

02

Acquisition 

Acquire the right customers as cost-effectively as possible.

03

Retention

Maximise the lifetime value of customers.

04

Trading

Maximise potential value from your assortment.

05

Margin

Control cost lines to ensure a viable contribution.

06

Operating Efficiency 

Work effectively to minimize operating costs.

07

Award Winning Results

IPM Awards 2023

Best Loyalty Campaign

Le Col - Le Col Cycling Club

IPM Awards 2023

Best Use of Technology & Digital Channels

Le Col - Le Col Cycling Club

Independent Agency Awards 2023

Best Digital Product

Le Col - Le Col Cycling Club

E-Commerce Awards IMRG 2020

Best E-Commerce Website - Leisure & Fitness

Le Col - lecol.cc

Global Search Awards 2020

Best Use of Search [B2C]

ASICS - asics.com

European Search Awards 2019

Best Pan European Search Campaign

ASICS - asics.com

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