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Digital and eCommerce Manager
Thomas MacIver
,
Arlesey, United Kingdom
Experience
Other titles
Skills
I'm offering
Profile
Experienced digital professional with a proven ability to deliver significant commercial performance
improvements, driven largely by devising strategies & establish clear team direction and unity. I have
fifteen years experience working in digital management, the majority of this on eCommerce (onsite),
analysis & team management. Further experience includes over 5 years in digital marketing
management and around 5 years in business operations.
Highlights:
● Overall Revenue Performance Delivered
o +7.7% vs Inherited & exceeding targets Watch Gallery
o Moved From 3 Years Of Decline -22% YOY To +6% YOY Watch Hut
o +18% vs inherited Party Pieces
● Platform Projects
o New eCommerce Website Delivery Schottlander & Cashmirino
o Negotiated a 7% reduction in Development Agency Costs Watch Hut
o Brought in A/B Testing: 5-6% CR% Improvement Watch Hut & Party Pieces
● SEO
o +42% Revenue Growth YOY: -13% 2018, -2% in 2017 Reiss
o SEO Platform Improvements Hertz & Watch Gallery
● SEM (PPC - Shopping)
o +23% Revenue Growth (& Improved Cost Of Sale) Watch Hut
o +6% Revenue Growth & +16% Spend Efficiency Party Pieces
● Business Operations:
o GDPR Compliance Party Pieces
o Establishing Warehouse & Office Operations Cashmirino
o Selecting and Implementing An ERP System Cashmirino
o ISO 9001:2000 & MHRA Compliance Schottlander
o Negotiated a 15% reduction in carrier charges (£40k pa) Schottlander
Profile: http://*******.**
http://*******.**
p=sharing
Experienced digital professional with a proven ability to deliver significant commercial performance
improvements, driven largely by devising strategies & establish clear team direction and unity. I have
fifteen years experience working in digital management, the majority of this on eCommerce (onsite),
analysis & team management. Further experience includes over 5 years in digital marketing
management and around 5 years in business operations.
Highlights:
● Overall Revenue Performance Delivered
o +7.7% vs Inherited & exceeding targets Watch Gallery
o Moved From 3 Years Of Decline -22% YOY To +6% YOY Watch Hut
o +18% vs inherited Party Pieces
● Platform Projects
o New eCommerce Website Delivery Schottlander & Cashmirino
o Negotiated a 7% reduction in Development Agency Costs Watch Hut
o Brought in A/B Testing: 5-6% CR% Improvement Watch Hut & Party Pieces
● SEO
o +42% Revenue Growth YOY: -13% 2018, -2% in 2017 Reiss
o SEO Platform Improvements Hertz & Watch Gallery
● SEM (PPC - Shopping)
o +23% Revenue Growth (& Improved Cost Of Sale) Watch Hut
o +6% Revenue Growth & +16% Spend Efficiency Party Pieces
● Business Operations:
o GDPR Compliance Party Pieces
o Establishing Warehouse & Office Operations Cashmirino
o Selecting and Implementing An ERP System Cashmirino
o ISO 9001:2000 & MHRA Compliance Schottlander
o Negotiated a 15% reduction in carrier charges (£40k pa) Schottlander
Profile: http://*******.**
http://*******.**
p=sharing
Markets
United Kingdom
Links for more
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Language
German
Good
English
Fluently
Ready for
Larger project
Ongoing relation / part-time
Full time contractor
Available
My experience
2018 - ?
job
Optimisation Manager
Reiss (Fashion Brand & Retailer).
Responsible for CRO, SEO, Related Development Roadmap & Web Analytics for Reiss, a fashion
brand. The role was meant to be one of setting strategy, determining priorities, managing suppliers,
owning budgets and overseeing change implementation. This was one of a number of roles that were
recruited, where the budgets were not in place to support the related activities. As a result there are
fewer and less significant outcomes to report from this role.
Achievements For The Period Of The Role:
● Cutting existing CRO commercial commitments / plans - £160k
● Demonstrated the negative performance impact of removing Outlet from the site
● Demonstrated the value of altering site structure - improving site categories (£10m+ pa)
● Tested and demonstrated the value of altering sort order value management (approx. £6m pa)
● +46.21% Increase In SEO Revenue (inheriting 2 years of decline: reaching -13% in 2018)
Equating to approximately +£500k pm from an increased spend of +£10kpm - ROI 50k/£1
● Establishing initial cost of acquisition and cost of retention, per channel based on historic data
with an ongoing solution
brand. The role was meant to be one of setting strategy, determining priorities, managing suppliers,
owning budgets and overseeing change implementation. This was one of a number of roles that were
recruited, where the budgets were not in place to support the related activities. As a result there are
fewer and less significant outcomes to report from this role.
Achievements For The Period Of The Role:
● Cutting existing CRO commercial commitments / plans - £160k
● Demonstrated the negative performance impact of removing Outlet from the site
● Demonstrated the value of altering site structure - improving site categories (£10m+ pa)
● Tested and demonstrated the value of altering sort order value management (approx. £6m pa)
● +46.21% Increase In SEO Revenue (inheriting 2 years of decline: reaching -13% in 2018)
Equating to approximately +£500k pm from an increased spend of +£10kpm - ROI 50k/£1
● Establishing initial cost of acquisition and cost of retention, per channel based on historic data
with an ongoing solution
Seo, Fashion, Management, Analytics, Less, Support, ROI, Implementation, Development, Optimization, Web, Retention, Cro, ON, Manager
2017 - 2018
job
Interim: Head of eCommerce & Digital
Party Pieces (Online Part Product Retailer).
Marketing
Platform: Magento, Approximate scale of business £5m pa.
A short-term contract requiring temporary relocation. The primary purpose being to provide stability after a challenging period for the business and insure GDPR compliance. Part of the purpose being
to reestablish a number of core foundations, including: reviewing existing projects, resolving SEM
issues, assessing team skills gap, restructuring and setting up a new team, re-establishing agency
relationships and GDPR compliance.
Achievements For The Period Of The Role:
● Overall Revenue Growth On Previous Period +18% 5.7% Growth In Conversion, 19.8%
Transactions, - 1.3% AOV
● +30% Improvement On YoY Trend - still down YoY however
● Testing the value of activities:
○ Offline Catalogue Production - Incremental Value lack of return demonstrated
○ Free shipping on order thresholds impact demonstrated
○ Product discounting impact at different % levels impact levels demonstrated
● Brought in promotion and promotion level testing to bolster performance
● Google Shopping CPA Improved By 16% and 6% In Overall Revenue Contribution
● Brand Engagement Improvement
o Inherited Trend: Brand Traffic -12% decrease in new users, -14% decline in sessions.
o Achieved: Brand Traffic +12.5% increase in new users, +15.5% increase in sessions.
● Organisational Planning: Content Calendar, Resource & Production Schedules
● Reviewing GDPR guidance along with the PECR - deliver on compliance.
Platform: Magento, Approximate scale of business £5m pa.
A short-term contract requiring temporary relocation. The primary purpose being to provide stability after a challenging period for the business and insure GDPR compliance. Part of the purpose being
to reestablish a number of core foundations, including: reviewing existing projects, resolving SEM
issues, assessing team skills gap, restructuring and setting up a new team, re-establishing agency
relationships and GDPR compliance.
Achievements For The Period Of The Role:
● Overall Revenue Growth On Previous Period +18% 5.7% Growth In Conversion, 19.8%
Transactions, - 1.3% AOV
● +30% Improvement On YoY Trend - still down YoY however
● Testing the value of activities:
○ Offline Catalogue Production - Incremental Value lack of return demonstrated
○ Free shipping on order thresholds impact demonstrated
○ Product discounting impact at different % levels impact levels demonstrated
● Brought in promotion and promotion level testing to bolster performance
● Google Shopping CPA Improved By 16% and 6% In Overall Revenue Contribution
● Brand Engagement Improvement
o Inherited Trend: Brand Traffic -12% decrease in new users, -14% decline in sessions.
o Achieved: Brand Traffic +12.5% increase in new users, +15.5% increase in sessions.
● Organisational Planning: Content Calendar, Resource & Production Schedules
● Reviewing GDPR guidance along with the PECR - deliver on compliance.
Google shopping, SEM, UP, ON, Interim, Google, Production, Shipping, Testing, Growth, Digital Marketing, Compliance, Content, GDPR Compliance, Magento, GDpr, SEM, Ecommerce, Marketing
2017 - 2017
temp
Temporary: Store Manager
Cards For Good Causes (charity).
A temporary/seasonal role to assist a charity over the Christmas season. Managing a season popup
shop of Christmas Cards - for assorted charities. Managing the volunteering schedule, store finances,
records and stock.
Travelling - China & Switzerland August 2017 - September 2017
shop of Christmas Cards - for assorted charities. Managing the volunteering schedule, store finances,
records and stock.
Travelling - China & Switzerland August 2017 - September 2017
China, Manager
2016 - 2017
temp
Contract: eCommerce Manager
Cashmirino (Fashion Brand & Retailer).
The initial purpose of this role was to deliver a fresh digital. Ultimately my role was to provide the business with foundations to operate from the UK and to sell via online channels on an extended fixed
term contract. The immediate strategy was to bring about a more immediate presence on a relevant
third party marketplace (https://www.farfetch.com/uk/shopping/kids/cashmirino/items.aspx).
Operationally this meant establishing a warehouse, office space and the implementation of a business
management solution (brightpearl) as well as the delivery of the website.
Digitally this included establishing a presence on the Farfetch marketplace, creating development
specification and wireframes and overseeing the new sites development. Due to the development
team being located in China I spent the final two months of this role in China to resolve issues and ensure the launch site was completed.
Deliverables:
● Business (warehouse/EPOS etc) System Sourcing and Implementation (Brightpearl)
● Business Data and Data Structure Implementation
● Owner Brand Identity Definition
● New website: Development Brief & Business Requirements
● Farfetch Fashion Marketplace Presence
● Team Recruitment
● Warehouse / Office Setup
term contract. The immediate strategy was to bring about a more immediate presence on a relevant
third party marketplace (https://www.farfetch.com/uk/shopping/kids/cashmirino/items.aspx).
Operationally this meant establishing a warehouse, office space and the implementation of a business
management solution (brightpearl) as well as the delivery of the website.
Digitally this included establishing a presence on the Farfetch marketplace, creating development
specification and wireframes and overseeing the new sites development. Due to the development
team being located in China I spent the final two months of this role in China to resolve issues and ensure the launch site was completed.
Deliverables:
● Business (warehouse/EPOS etc) System Sourcing and Implementation (Brightpearl)
● Business Data and Data Structure Implementation
● Owner Brand Identity Definition
● New website: Development Brief & Business Requirements
● Farfetch Fashion Marketplace Presence
● Team Recruitment
● Warehouse / Office Setup
Ecommerce, Fashion, Management, Sourcing, Website, Wireframes, Recruitment, Implementation, Development, Office, China, Online, Manager, Aspx
2014 - 2016
job
eCommerce Manager
DM London (Watch Retailer).
Initially The Manager of the website - www.TheWatchHut.co.uk.
Due to historic performance issues, the business decided to focus on the luxury sector site (the watch gallery). My role has been to manage the team (5 people) and agencies, to turn around / halt the decline in site commercial performance and to bring some ongoing projects to a conclusion. The end
business goal being to sell this part of the business. (Sale Completed in August 2015)
Due to historic performance issues, the business decided to focus on the luxury sector site (the watch gallery). My role has been to manage the team (5 people) and agencies, to turn around / halt the decline in site commercial performance and to bring some ongoing projects to a conclusion. The end
business goal being to sell this part of the business. (Sale Completed in August 2015)
Ecommerce, SoMe, Website, Manager
2013 - 2014
job
Online Marketing Manager - International
Hertz (Car and Vehicle Hire).
Responsible for Usability, SEO, Development & Web Analytics for Hertz Car Hire in the corporate
international markets (non-America). The role was one of setting strategy, determining priorities,
managing suppliers, owning budgets and overseeing change implementation. The range and scope of
the role was increased when my colleague, the Digital Awareness Manager, decided to leave the
business. During this time I oversaw the activities of the online marketing team (6 people) and the agencies.
Main achievements included:
● Imbedding third party agencies and implementing processes around projects and team
activities, resolving legacy issues, defining ongoing cost implications and KPIs
● Delivery of improvement projects to eCommerce for deployment (e.g. Surveys, pricing clarity)
and steering eCommerce technology teams to deliver in line with good digital practice.
● Definition and Submission Of The 2014 Commercial Plan: Conversion & Cross Channel
Traffic Acquisition
● Delivering the SEO landing page platform for cross device to eCommerce for deployment
(design, functional requirements, program management)
● Presentation and buy in to European SEO strategy from other international markets
The company was engaged in a six sigma company wide initiative, resulting in restructuring. With
changes in management and the loss of a number of team members the digital team was restructured and downsized in 2014.
international markets (non-America). The role was one of setting strategy, determining priorities,
managing suppliers, owning budgets and overseeing change implementation. The range and scope of
the role was increased when my colleague, the Digital Awareness Manager, decided to leave the
business. During this time I oversaw the activities of the online marketing team (6 people) and the agencies.
Main achievements included:
● Imbedding third party agencies and implementing processes around projects and team
activities, resolving legacy issues, defining ongoing cost implications and KPIs
● Delivery of improvement projects to eCommerce for deployment (e.g. Surveys, pricing clarity)
and steering eCommerce technology teams to deliver in line with good digital practice.
● Definition and Submission Of The 2014 Commercial Plan: Conversion & Cross Channel
Traffic Acquisition
● Delivering the SEO landing page platform for cross device to eCommerce for deployment
(design, functional requirements, program management)
● Presentation and buy in to European SEO strategy from other international markets
The company was engaged in a six sigma company wide initiative, resulting in restructuring. With
changes in management and the loss of a number of team members the digital team was restructured and downsized in 2014.
Six Sigma, Processes, Manager, Sigma, Online, Web, International, Usability & UX, Development, Implementation, Surveys, Design, Technology, Deployment, Analytics, Management, Program Management, Usability, Ecommerce, Online Marketing, Marketing, Seo
2012 - 2013
job
(Online) Product Development Manager
Hutchinson 3G (Mobile Voice & Data Service Provider).
Managing the relationship between business teams & those responsible for technical delivery while
steering the further development of the three website, including as examples: Online Chat
Enhancements & Checkout Optimisation Project. I drafted requirements documents for internal
enhancement projects and new solutions, looking both at immediate solutions and future proofing.
Other aspects of the role included reviewing the web analytics to work on business cases and conducting vendor analysis & selection.
Main achievements included:
● Implementation Of Cart Abandonment Responses Product Development Role
● Implementation Of Targeted Post Transaction eMail Solution Product Development Role
● Modeling and recommendation of reworking customer purchase journey
● Customer Reviews Project:
● Determining Business Requirements, User Experience Requirements & Selecting A
Solution For Customer Reviews Product Development Role
● Internal: Costing and Commercial Justification Phase 1: Additional Monthly Orders -
Worst Case 500 (projected 1100), Phase 2&3: Worst Case 600 (projected 1300)
incremental monthly orders
● Internal: Presentation & acceptance of recommendations by digital director.
Prioritisation of Customer Reviews project into position 3 for the 2013 roadmap
Commercial Manager Role
● External: Negotiation of over 53% cost reduction of service, including all commitments
to service improvements to deliver on the business requirements. Commercial
Manager Role
● External: Negotiated contract breaks based on performance against the equivalent
minimum ROI of £21
steering the further development of the three website, including as examples: Online Chat
Enhancements & Checkout Optimisation Project. I drafted requirements documents for internal
enhancement projects and new solutions, looking both at immediate solutions and future proofing.
Other aspects of the role included reviewing the web analytics to work on business cases and conducting vendor analysis & selection.
Main achievements included:
● Implementation Of Cart Abandonment Responses Product Development Role
● Implementation Of Targeted Post Transaction eMail Solution Product Development Role
● Modeling and recommendation of reworking customer purchase journey
● Customer Reviews Project:
● Determining Business Requirements, User Experience Requirements & Selecting A
Solution For Customer Reviews Product Development Role
● Internal: Costing and Commercial Justification Phase 1: Additional Monthly Orders -
Worst Case 500 (projected 1100), Phase 2&3: Worst Case 600 (projected 1300)
incremental monthly orders
● Internal: Presentation & acceptance of recommendations by digital director.
Prioritisation of Customer Reviews project into position 3 for the 2013 roadmap
Commercial Manager Role
● External: Negotiation of over 53% cost reduction of service, including all commitments
to service improvements to deliver on the business requirements. Commercial
Manager Role
● External: Negotiated contract breaks based on performance against the equivalent
minimum ROI of £21
User Experience, Product development, Analytics, Website, Service, ROI, Implementation, Development, Optimization, Web, Costing, Business cases, Online, Manager
2011 - 2012
temp
Cycling (France,Italy,Switzerland & Germany) & Visiting
Shop Direct Group.
Nepal
Employer: Shop Direct Group (A UK top 10 online retailer, brands include: Littlewoods & Very)
Employer: Shop Direct Group (A UK top 10 online retailer, brands include: Littlewoods & Very)
Online
2010 - 2011
job
(Online) Sites Manager
unknown.
This role was to manage the operations of the SDG's brand sites, both directly and indirectly. through
teams and the platform (ATG & Endeca). I was a member of a small team of senior managers,
responsible for working with colleagues across the business, including: merchandisers, business
development teams, brand owners and website developers.
Main achievements included:
● Providing digital best practice guidance into 3rd parties & working with business development
teams to ensure the successful integration of new 'drop ship' product ranges.
● Restructuring of operational processes (e.g. change requests, development work, content updates) delivering clarity, simplification and speed.
● Working closely with developers, specifying & delivering platform improvements, for example:
providing business users with direct access to tools for them to manage website content.
teams and the platform (ATG & Endeca). I was a member of a small team of senior managers,
responsible for working with colleagues across the business, including: merchandisers, business
development teams, brand owners and website developers.
Main achievements included:
● Providing digital best practice guidance into 3rd parties & working with business development
teams to ensure the successful integration of new 'drop ship' product ranges.
● Restructuring of operational processes (e.g. change requests, development work, content updates) delivering clarity, simplification and speed.
● Working closely with developers, specifying & delivering platform improvements, for example:
providing business users with direct access to tools for them to manage website content.
Business development, Integration, Content, Website, Development, Online, Manager, Processes
2008 - 2010
job
Operations Analyst
British Broadcasting Corporation.
In this role I owned responsibility for the bbc.com 'Support Strategy', carrying out analysis and establishing the work. I worked with: suppliers, the BBC public service divisions and BBC worldwide
operational teams, to implement this approach. Similar to my previous role of Systems Manager (at Schottlander), this required me to have a comprehensive awareness of relevant business processes.
I also oversaw the implementation of support tools.
Main achievements included:
● Amending business processes - working with teams across the BBC to deliver clarity, buy in,
simplification and improved reliability (for example: moving website downtime instances from between 2-3 instances per week, with a duration of 6-8 hours for resolution, to approximately
2 instances a month with an approximately one hour time to resolution)
● Supplier evaluation resulting in a 20% cost saving for monitoring solutions (monitoring tools)
● Planning & overseeing the implementation of new solutions (by internal project teams &/or by suppliers) including: (Audience feedback management, performance monitoring & correction, international editions viewer tool)
operational teams, to implement this approach. Similar to my previous role of Systems Manager (at Schottlander), this required me to have a comprehensive awareness of relevant business processes.
I also oversaw the implementation of support tools.
Main achievements included:
● Amending business processes - working with teams across the BBC to deliver clarity, buy in,
simplification and improved reliability (for example: moving website downtime instances from between 2-3 instances per week, with a duration of 6-8 hours for resolution, to approximately
2 instances a month with an approximately one hour time to resolution)
● Supplier evaluation resulting in a 20% cost saving for monitoring solutions (monitoring tools)
● Planning & overseeing the implementation of new solutions (by internal project teams &/or by suppliers) including: (Audience feedback management, performance monitoring & correction, international editions viewer tool)
Management, Website, Service, Analyst, Support, Implementation, International, Monitoring, Manager, Processes, ME
2006 - 2008
job
e-Commerce Website Manager
Toys R Us - UK (Toy retailer).
This was a website and strategy development role, responsible for the UK 'toys r us'/'babies r us'
commercial websites i and the outsourced developers that supported it. Assessing the situation at Toys R Us and the market, to determine the online direction. This included identifying and evaluating both e-Commerce and website supporting solutions.
Main achievements included:
● Analysing business requirements and opportunities (Conversion levels, discount uptake and basket size)
● Planning and documenting the next generation web presence
● Conducting the 3rd party evaluation and bidding process
● Determining & recommending options for delivery against the plan
commercial websites i and the outsourced developers that supported it. Assessing the situation at Toys R Us and the market, to determine the online direction. This included identifying and evaluating both e-Commerce and website supporting solutions.
Main achievements included:
● Analysing business requirements and opportunities (Conversion levels, discount uptake and basket size)
● Planning and documenting the next generation web presence
● Conducting the 3rd party evaluation and bidding process
● Determining & recommending options for delivery against the plan
Websites, E-commerce, R, Website, It, Development, Strategy development, Web, Direction, Online, Manager
2006 - 2006
temp
Temporary: Mission Critical Assistant
The Office of Government Commerce.
Analyst
Working as part of the 'Mission Critical' team that reviews and reports to the Prime Minister on key
government projects.
Working as part of the 'Mission Critical' team that reviews and reports to the Prime Minister on key
government projects.
Analyst
2005 - 2006
temp
Temporary: Parliamentary Assistant
Parliamentary Office Of MP & Eurim.
2003 - 2005
job
Systems Manager
Davis Schottlander & Davis Ltd.
This role followed an internal promotion, in this role I was responsible for establishing and managing
the Systems department including: recruitment, personnel management, budget management
(£500k+), forecasting and procurement negotiations. My primary responsibility was to own
Schottlander's business processes and ICT systems, working across departments and requiring a
comprehensive understanding of all the businesses systems.
My direct responsibilities included: e-Commerce, Quality standards (ISO, FDA, MDA, CAMCAS, MHRA), Business Analysis & Reporting, Logistics/Couriers, IT & Telecommunications.
Main achievements included:
● Creating and amending business processes/systems - Implementation of ISO9001:2000,
MHRA, CAMCAS and FDA compliant quality system
● 15% reduction in carrier charges (approx £40k, based only on like for like comparison)
● www.Schottlander.com Winner of 'Best Transaction Website' (ECMOD Award 2005)
● www.Schottlander.com, operating to a revenue of over £650k pa - 18% cost of sale.
● Successful management of audits from regulatory bodies including the FDA & MHRA.
the Systems department including: recruitment, personnel management, budget management
(£500k+), forecasting and procurement negotiations. My primary responsibility was to own
Schottlander's business processes and ICT systems, working across departments and requiring a
comprehensive understanding of all the businesses systems.
My direct responsibilities included: e-Commerce, Quality standards (ISO, FDA, MDA, CAMCAS, MHRA), Business Analysis & Reporting, Logistics/Couriers, IT & Telecommunications.
Main achievements included:
● Creating and amending business processes/systems - Implementation of ISO9001:2000,
MHRA, CAMCAS and FDA compliant quality system
● 15% reduction in carrier charges (approx £40k, based only on like for like comparison)
● www.Schottlander.com Winner of 'Best Transaction Website' (ECMOD Award 2005)
● www.Schottlander.com, operating to a revenue of over £650k pa - 18% cost of sale.
● Successful management of audits from regulatory bodies including the FDA & MHRA.
Business Analysis, E-commerce, Forecasting, Management, Procurement, Budget, Website, It, Recruitment, Implementation, Regulatory, ON, Manager, Processes
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