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Senior digital leader working across Product, Marketing and Strategy for high growth digital businesses
Chris Dalrymple
,
Sheffield, United Kingdom
Experience
Other titles
Skills
I'm offering
Senior digital leader with 18 years experience driving growth in businesses across many different sectors.
Driving growth in Product, Marketing, eCommerce, CRO and Digital Strategy.
Commercially focused, strong team leader and natural communicator. Particularly focussed on the meeting point between commercial growth and the latest technology.
Investor facing experience across PE and IPO
Driving growth in Product, Marketing, eCommerce, CRO and Digital Strategy.
Commercially focused, strong team leader and natural communicator. Particularly focussed on the meeting point between commercial growth and the latest technology.
Investor facing experience across PE and IPO
Markets
United Kingdom
Language
English
Fluently
Ready for
Ongoing relation / part-time
Available
My experience
2016 - 2019
job
Director of Product and Innovation
On the Beach Group.
Part of the executive team, reporting to the CEO and overseeing innovation and group digital strategy for the UK's
leading online travel agent.
Part of investor-facing leadership team during two rounds of private equity investment and through subsequent IPO in
2015.
Created On the Beach's Product function in 2016 and over 3 years grew a mixed discipline team of 20+ Product Owners,
Business Analysts, Data Scientists, UX Designers and UX Researchers.
Defined the digital strategy for the business, and a 'North Star' vision for the future of the digital platform to ensure it
supports long term business ambitions. Owning and selling this vision to the technology teams and prioritising the development roadmap to ensure swift delivery and best commercial benefit.
Oversaw the complete transformation of the digital offering to the customer, delivering a mobile-first experience flexible
enough to host multiple brands, languages and territories while driving significant improvements to commercial
performance. Consistently drove 30%+ increase in mobile revenues each year through an aggressive programme of conversion optimisation.
Co-ordinated the creation of multiple brand experiences across multiple markets, delivering business growth supporting
core strategy of international expansion and growth via M&A.
Fostered a culture of innovation, enabling anyone in the business to come up with an idea that can have a real impact on
business growth.
leading online travel agent.
Part of investor-facing leadership team during two rounds of private equity investment and through subsequent IPO in
2015.
Created On the Beach's Product function in 2016 and over 3 years grew a mixed discipline team of 20+ Product Owners,
Business Analysts, Data Scientists, UX Designers and UX Researchers.
Defined the digital strategy for the business, and a 'North Star' vision for the future of the digital platform to ensure it
supports long term business ambitions. Owning and selling this vision to the technology teams and prioritising the development roadmap to ensure swift delivery and best commercial benefit.
Oversaw the complete transformation of the digital offering to the customer, delivering a mobile-first experience flexible
enough to host multiple brands, languages and territories while driving significant improvements to commercial
performance. Consistently drove 30%+ increase in mobile revenues each year through an aggressive programme of conversion optimisation.
Co-ordinated the creation of multiple brand experiences across multiple markets, delivering business growth supporting
core strategy of international expansion and growth via M&A.
Fostered a culture of innovation, enabling anyone in the business to come up with an idea that can have a real impact on
business growth.
It, Agent, UP, Online, International, Ceo, Development, Transformation, Growth, Digital Strategy, Technology, M&A, Optimization, Leadership, Innovation, UX, Swift
2012 - 2016
job
Head of Ecommerce
On the Beach.
Accountable for digital marketing, site conversion and customer retention.
Leading a team of 10 responsible for marketing channels including PPC, SEO, CRM, Social, Brand and Display with a
budget in excess of £15m.
Accountable for website conversion and Business Owner for all customer facing web development projects and the programme of conversion rate optimisation testing.
Launched On the Beach's first app (over 1m downloads to date, 11% of all orders), first personalisation tech (built in- house), and drove site conversion +30% YoY within first 18 months in role.
Created On the Beach's first analytics team, going from a basic (free) version of Google Analytics to a suite of custom KPI
dashboards used across the business. Introduced a suite of web usability tools including session replay and ethnographic
testing.
Winner of 2015 Travolution Awards Best Travel Agent Website. Northern Tech Awards 2014 overall winners, 2015 top 15
fastest growing large business.
Jet2.com, Leeds
Leading a team of 10 responsible for marketing channels including PPC, SEO, CRM, Social, Brand and Display with a
budget in excess of £15m.
Accountable for website conversion and Business Owner for all customer facing web development projects and the programme of conversion rate optimisation testing.
Launched On the Beach's first app (over 1m downloads to date, 11% of all orders), first personalisation tech (built in- house), and drove site conversion +30% YoY within first 18 months in role.
Created On the Beach's first analytics team, going from a basic (free) version of Google Analytics to a suite of custom KPI
dashboards used across the business. Introduced a suite of web usability tools including session replay and ethnographic
testing.
Winner of 2015 Travolution Awards Best Travel Agent Website. Northern Tech Awards 2014 overall winners, 2015 top 15
fastest growing large business.
Jet2.com, Leeds
Website, Social, Basic, Agent, Google, App, Web, Retention, KPI, Development, Testing, Usability & UX, Digital Marketing, Analytics, Optimization, Usability, PPC, Budget, CRM, Ecommerce, Google analytics, Seo, Marketing
2011 - 2012
job
Ecommerce Manager
Jet2.com.
Responsible for sales of ancillary products within the flights and holidays booking paths. Management of white label
retail sites for Car Hire and Travel Insurance.
Managing usability, eye tracking and A/B testing, briefing UI improvements based on this data to drive uptake of ancillaries.
retail sites for Car Hire and Travel Insurance.
Managing usability, eye tracking and A/B testing, briefing UI improvements based on this data to drive uptake of ancillaries.
Ecommerce, Retail, UI, Usability, Management, Sales, Usability & UX, Testing, Insurance, Booking, Manager
2010 - 2011
job
Head of Ecommerce
The Fragrance Shop.
Recruited to drive ambitious levels of online growth and to stabilise a business area in transition. Full P&L responsibility for The Fragrance Shop's two B2C retail websites. Recruited and managed a small cross functional team of marketers,
developers, customer service agents and merchandisers.
Improved site conversion by over 40% and average basket values by 25% through a programme of A/B and multivariate
testing, trading-focused merchandising and best practice conversion funnel improvements.
Overhauled the online marketing channels with a focus on increased volume at the best possible ROAS, reducing costs and driving growth. Completely rebuilt site reporting to give strong insight, ownership and direction for the team.
Drove 60% YoY revenue growth within in the first 12 months in the role whilst maintaining excellent profitability across
all channels. Consistently achieving 70-110% revenue growth in the second year. Took thefragranceshop.co.uk from the smallest turnover store in the chain to the largest in 2 years.
developers, customer service agents and merchandisers.
Improved site conversion by over 40% and average basket values by 25% through a programme of A/B and multivariate
testing, trading-focused merchandising and best practice conversion funnel improvements.
Overhauled the online marketing channels with a focus on increased volume at the best possible ROAS, reducing costs and driving growth. Completely rebuilt site reporting to give strong insight, ownership and direction for the team.
Drove 60% YoY revenue growth within in the first 12 months in the role whilst maintaining excellent profitability across
all channels. Consistently achieving 70-110% revenue growth in the second year. Took thefragranceshop.co.uk from the smallest turnover store in the chain to the largest in 2 years.
Marketing, Online Marketing, Ecommerce, Retail, Websites, B2C, Customer service, Service, Growth, Testing, Direction, Online
2007 - 2010
job
Online Marketing Manager
ASDA.com.
Managed a small team, a number of agencies and a £4.2m marketing budget across online groceries and non-food.
Overseeing PPC, SEO, email and affiliate channels, and the ASDA.com home page, which receives over 1m visits/week.
Drove ambitious YOY growth and a substantial reduction in cost to acquire.
Delivered a new home page for ASDA.com through usability/eyetracking testing, analytics and conversion optimisation
tools resulting in 20% reduction in page bounce rate.
Measuring success and offering insight through analytics packages including Omniture, Google Analytics, Google Web
Optimiser, CoreMetrics and HitWise,
Offering strategic guidance and tactical support to corporate, PR and brand marketing teams as they ventured into the digital space for the first time.
Overseeing PPC, SEO, email and affiliate channels, and the ASDA.com home page, which receives over 1m visits/week.
Drove ambitious YOY growth and a substantial reduction in cost to acquire.
Delivered a new home page for ASDA.com through usability/eyetracking testing, analytics and conversion optimisation
tools resulting in 20% reduction in page bounce rate.
Measuring success and offering insight through analytics packages including Omniture, Google Analytics, Google Web
Optimiser, CoreMetrics and HitWise,
Offering strategic guidance and tactical support to corporate, PR and brand marketing teams as they ventured into the digital space for the first time.
Analytics, Manager, Online, Google, Web, Testing, Affiliate, Usability & UX, Support, Growth, Marketing, Optimization, Pr, Usability, PPC, Budget, Online Marketing, Google analytics, Seo
2005 - 2007
job
Search Marketing Manager
Williamhill.com.
Marketing, Search marketing, Search, Manager
2003 - 2005
job
European New Media Specialist
MG Rover Group.
2002 - 2003
job
Online Marketing Co-ordinator
Landingnet.co.uk.
Marketing, Online Marketing, Online
My education
1999
-
2002
University of Lincoln
Bachelors, Media Production
Bachelors, Media Production
?
-
2019
n/a
MBA, Marketing
MBA, Marketing
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